Dr Sommer Kapitan

profile image

Senior Lecturer

Phone: +649 9219999 ext 5131

Email: sommer.kapitan@aut.ac.nz

Physical Address:
120 Mayoral Drive, Auckland, WY Building


  • PhD in Business Administration (Marketing), 2014, The University of Texas at San Antonio
  • Master of Arts (Communication), 2009, Texas A&M University
  • Bachelor of Science (Journalism), 2004, Texas A&M University

Memberships and Affiliations:

  • Association of Consumer Research
  • Society for Consumer Psychology
  • American Marketing Association
  • Australian & New Zealand Marketing Academy

Works with:

  • University of Massachusetts Lowell
  • The University of Texas at San Antonio
  • Texas State University
  • University of Canterbury
  • Virginia Tech University
  • Commercial Communications Council
  • Ad:Tech

Teaching Areas:

  • Consumer Behaviour
  • Attitudes, Behaviours, & Cognitions
  • Markets & Segments
  • Media Psychology & Planning

Research Areas:

  • Sustainable consumption and strategy
  • Advertising effectiveness
  • Financial well-being
  • Consumer behaviour

Current Research Projects:

  • Sustainable consumption
  • Financial well-being in the marketplace
  • The impact of frugality on consumption


  • Kapitan, Sommer, Ann-Marie Kennedy, and Nicole Berth (forthcoming), "Sustainably superior versus greenwasher: A scale measure of B2B sustainability positioning," Industrial Marketing Management.
  • Kapitan, Sommer, Spencer M. Ross and David H. Silvera (forthcoming), "Small-Dollar Credit Lending: The Effect of Financial Burden on Personal Asset Misvaluation," Journal of Consumer Affairs.
  • Ross, Spencer M. and Sommer Kapitan (2018), "Balancing Self/Collective Interest: Equity Theory for Prosocial Consumption," European Journal of Marketing, 52 (3/4), 528-549.
  • Yap, Sheau-Fen and Sommer Kapitan (2017), “Consumption Coping and Life Transitions: An Integrative Review,” Australasian Marketing Journal, 25 (3), p. 194-205.
  • Kennedy, Ann-Marie, Sommer Kapitan, Neha Bejaj, Angelina Bakonyi and Sean Sands (2017). “Uncovering Wicked Problems’ System Structure: Seeing the Forest for the Trees,” Journal of Social Marketing, 7 (1).
  • Kapitan, Sommer and David H. Silvera (2016). “Consumers Under the Influence: Attributions Trigger Endorser Effectiveness Through Internalization and Identification.” Marketing Letters, 27, 553-567.
  • Kennedy, Ann-Marie, Sommer Kapitan and Samuel Soo (2016). “Eco-Warriors: Shifting Sustainable Retail Strategy via Authentic Retail Brand Image.” Australasian Marketing Journal, 24 (2), 125-134.
  • Kapitan, Sommer and Ann-Marie Kennedy (2015). “Achieve Sustainable Superiority by Communicating Green Practices and Ideals.” The Book of CSR & Green PR: Strategies & Tactics. Ed. S. Arenstein. Rockville, MD: PR News Press, p. 146-149.
  • Kapitan, Sommer and Rajesh Bhargave (2013). “Navigating Residue Sensitivity In the Used Goods Marketplace.” Psychology & Marketing, 30 (4), 305-317.
  • Kapitan, Sommer, Rajesh Bhargave, Kristin Trask, Jill M. Sundie and David H. Silvera (2013). “Product End-of-Life Decisions.” Communicating Sustainability for the Green Economy. Ed. Lynn Khale. Armonk, NY: M.E. Sharpe, p. 56-71.
  • Phipps, Marcus, Lucie K. Ozanne, Michael Luchs, Saroja Subrahmanyan, Sommer Kapitan, Jesse R. Catlin, Roland Gau, Rebecca Walker Naylor, Randall L. Rose, Bonnie Simpson, and S. Todd Weaver (2013), “Understanding the Inherent Complexity of Sustainable Consumption: A Social Cognitive Theory Approach,” Journal of Business Research, 66 (8), 1227-1234.
  • Luchs, Michael M., Rebecca Walker Naylor, Randall L. Rose, Jesse Catlin, Roland Gau, Sommer Kapitan, Jenny Mish, Lucie K. Ozanne, Marcus Phipps, Bonnie Simpson, Saroja Subrahmanyan, and S. Todd Weaver (2011), “Toward a Sustainable Marketplace: Expanding Options and Benefits for Consumers,” Journal of Research for Consumers, 19.