Faculty Directory

Gerald Smith

Associate Professor




  • Ray Keyes Distinguished Service Award, Carroll School of Management
  • Teaching Star, Carroll School of Management
  • Graduate Teaching Award, Carroll School of Management
  • BusinessWeek Online: One of Best MBA Professors at Boston College
  • Best Article Award, Emerald Literati Awards
  • Best Paper Award, American Marketing Association, Winter Educators Conference
  • Best Paper Award, Academy of Marketing Science, Annual Conference
  • National Advisory Board, Pricing Institute, the Institute for International Research
  • Editorial Advisory Board, Journal of Advertising Research
  • Editorial Review Board, Marketing Management




  • Gerald E. Smith (2021), Getting Price Right: The Behavioral Economics of Profitable Pricing, New York: Columbia University Press.
  • Gerald E. Smith (2016), The Opt-Out Effect: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty, New York: Pearson Education/FT Press.
  • Smith, Gerald E. (2015), Schooling the Prophet: The Influence of the Book of Mormon on Joseph Smith and the Early Restoration. Neal H. Maxwell Institute, Provo, UT: Brigham Young University Press.
  • Smith, Gerald E., ed. (2012), Visionary Pricing: Reflections and Advances in Honor of Dan Nimer, in the series Business-to-Business Brand Management: Theory, Research, and Executive Case Study Exercises. London: Emerald Group Publishing, Ltd.


  • Smith, Gerald E. (2020), “Disruptive Framing in Value Creation and Price-Setting:
  • Transforming Value with Strategic Frames of Reference,” Business Horizons, Vol. 63, Issue 4 (July-August), 481-491.
  • Hanna, Richard C., Katherine N. Lemon, Gerald E. Smith (2019), “Is transparency a good thing? How online price transparency and variability can benefit firms and influence consumer decision making,” Business Horizons, Vol. 62, Issue 2 (March-April), 1-10.
  • Thomas T. Nagle and Gerald E. Smith (2016), “A Question of Value: Customer Value Mapping versus Economic Value Modeling,” in Andreas Hinterhuber and Todd Snelgrove, eds., Value First Then Price: Quantifying Value in Business-To-Business Markets From The Perspective Of Both Buyers And Sellers. New York: Routledge, 181-188; 2nd edition, Value First, Then Price: Building Value-Based Pricing Strategies (2022).