Faculty

Professor Simmons joined the W&L faculty in July 2004. She teaches courses in statistics, marketing management, and marketing research. Prior to beginning her academic career, she was a systems engineer with IBM. She has taught at the University of Illinois, Lehigh University, the University of Virginia, and Virginia Tech.

A specialist in consumer judgment and decision making, she focuses on: (1) using survey methodology to generate accurate market forecasts, (2) creating, maintaining, and leveraging brand equity, and (3) designing interventions to ensure that consumers are accurately informed about products. Recently, she has begun research and case-writing in the area of supply-chain management. She is also a specialist in experimental design.

Professor Simmons has published in a variety of journals, including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing. She is a past member of the Editorial Review Board for the Journal of Consumer Research and is an ad hoc reviewer for the Journal of Marketing and the Journal of Consumer Research. She is a regular participant in Association for Consumer Research conferences, and has served a three-year term on its Advisory Council.

A passionate fan of National Public Radio, she served for several years as a local on-air host for NPR’s All Things Considered on WDIY in Bethlehem, PA.