Professor Lathrop's research interests include adaptive decision making processes, decision behavior in complex choice tasks, and the behavioral consequences of brand equity. He is also interested in the role of innovation and new product development in companies. Lathrop also collaborates on selected strategic consulting projects with WMS Consulting, a consulting firm headquartered in Syracuse, N.Y.

Selected Publications:
"Are Consumers’ Perceptions of Price–Quality Relationships Well Calibrated?" (Jan 2009), International Journal of Consumer Studies, Blackwell Publishing Ltd. , Vol. 7, Issue 1, pp 63-68, with Boyle, P.J.

"Perceptions of Product Longevity: Will it Keep Going and Going…?" 2008, Vol. 7, No. 3, pp 201-213, Journal of Customer Behaviour, with Boyle, P.J.

"Sunbeam Television (A) and (B)." Harvard Business School Case Study #596-056 and Harvard Business School Case Study Supplement #596-057, with Rangan, V. Kasturi

“Strategies and Systems for New Product Development in the Deregulated Energy Industry," Spring 1997, American Energy Association Conference Proceedings, Chicago IL.

"Learning or Distortion? Attribute Impact Shifts Among Novices and Experts," 1995,  Marketing Science Conference Proceedings, with Boyle, P.J.