Faculty & Research

Clinton D. Lanier, Jr.

Assistant Professor : Marketing Department

Send an email

Clinton Lanier earned a bachelor of arts degree in both philosophy and sociology at Loyola University New Orleans. He has a master of arts degree in philosophy and a master of business administration degree with a marketing concentration from Texas A&M University. He earned his Ph.D. in marketing from the University of Nebraska-Lincoln. He is an active member of the American Marketing Association (AMA), the Association for Consumer Research (ACR) and the Academy of Marketing Science (AMS).

Lanier has more than 15 years of work experience. He worked for 10 years in various positions in his family’s retail building materials business. After the family business was sold, he worked as a sales representative in the millwork industry, and after completing his M.B.A., as a retail consultant for such major department stores as Sears and Foleys.

Lanier has been at St. Thomas since 2008, teaching primarily the undergraduate Principles of Marketing (MKGT 300) and Marketing Research (MKTG 340) courses. He has currently co-taught the Christian Faith and Management (THEO 422) course with a professor in the Theology Department. He enjoys teaching and actively seeks to stimulate critical thinking in his students.

Given his extensive academic background and his joy of learning, Lanier is a very active researcher, with his primary focus on experiential marketing and consumption. He has written on various topics, including the nature of experiential marketing, the role of fantasy and imagination in consumption, the consumption of adventure, and various forms of fan practices, from the writing of fan fiction to the consumption of heavy metal music.


Academic Background

B.A., philosophy and sociology, Loyola University New Orleans
M.A., philosophy,
 Texas A&M University
M.B.A., marketing, Texas A&M University
Ph.D., marketing, University of Nebraska-Lincoln

Research Specialties

  • Experiential marketing and consumption
  • Consumer fantasy
  • Consumer culture theory
  • Consumer privacy

Current Research

  • Consumption of Extraordinary Experiences
  • Cultural Branding
  • Music consumption
  • Anthropomorphism and Marketing   

Major Works


  • Lanier, Jr., Clinton D., C. Scott Rader, and Aubrey R. Fowler, III, “Anthropomorphism, Marketing Relationships, and Consumption Worth in the Toy Story Trilogy,” Journal of Marketing Management 29:1-2 (2013): 26-47.
  • Lanier, Jr., Clinton D. and A. Saini, "Understanding Consumer Privacy: A Review and New Directions," Academy of Marketing Science Review 12:2 (2008): 1-45. 

Book Chapters

  • Lanier, Jr., Clinton D. and Aubrey R. Fowler, III, “Digital Fandom: Mediation, Remediation, and Demediation of Fan Practices,” in The Routledge Companion to Digital Consumption, edited by Russell W. Belk and Rosa Llamas, 284-295. London: Routledge, 2013.
  • Lanier, Jr., Clinton D. and R. D. Hampton, "Experiential Marketing: Understanding the Logic of Memorable Customer Experiences." In Memorable Customer Experiences, edited by Adam Lindgreen, Joëlle Vanhamme and Michael Beverland. Aldershot: Gower, 2009.
  • Lanier, Jr., Clinton D. and H. J. Schau, "Culture and Co-Creation: Exploring Consumers’ Inspirations and Aspirations for Writing and Posting On-Line Fan Fiction." Research in Consumer Behavior: Consumer Culture Theory, Vol. 11, edited by Russell W. Belk and John F. Sherry, Jr., 321-342. Oxford: Elsevier, 2007.


  • "Transgression through Dark Carnival: Death Metal and the Spectre of the Abyss." Paper presented at the Society for Marketing Advances Conference, Hilton Head, South Carolina, in 2013.
  • "Toward a theory of Consumer Adoption of Mobile Technology Devices: An Ecological Shift in Life-Worlds." Paper presented at the Society for Marketing Advances Conference, Hilton Head, South Carolina in 2013.
  • "Adventure: Towards a Deeper Understanding of Experiential Consumption." Paper presented at the Consumer Culture Theory Conference, Evanston, Illinois, July, 2011.
  • "Fantasy Performance: Utilizing Literary Theory to Understand the Creative Nature of Fantasy." Paper presented at the Consumer Culture Theory Conference, Madison, Wisconsin, June, 2010.

Significant Scholarly Honors

  • College of Business Administration Graduate Research Award, UNL, 2007-2008
  • Fling Fellowship, University of Nebraska–Lincoln, 2007-2008
  • Marketing Department Award for Excellence in Research by a Graduate Student, University of Nebraska-Lincoln, 2006-2007
  • Best Paper Award: Public Policy and Ethical Issues Track, Summer Educators’ Conference Proceedings, AMA, 2005
  • Marketing Department Award for Excellence in Teaching by a Graduate Student, University of Nebraska–Lincoln, 2004-2005