Dan Freeman

Associate Professor of Marketing,
Director, Horn Program in Entrepreneurship

Department: Business Administration
Campus Address: 132 E. Delaware Ave, Suite 100, Newark, DE 19711
Newark, DE 19716
Phone: 302-831-4393


Dan Freeman (Ph.D., University of Arizona) is Director of the Horn Program in Entrepreneurship and Associate Professor of Marketing at the University of Delaware. Since his appointment as Director in 2011, Dan has transformed the Horn Program into the Mid-Atlantic’s preeminent entrepreneurial education provider, helped to raise almost $4MM and co-founded Start It Up Delaware.

Dan is currently responsible for all of the University’s entrepreneurship-related academic programs (undergraduate, graduate, & executive), which emphasize marketing and the important role of “raising customers” for any new venture. He also oversees signature components of the Horn Program including the: Startup eXperience, Hen Hatch (startup funding competition), Venture Development Center (a student business hatchery and incubator), Diamond Challenge for High School Entrepreneurs, and Entrepreneurial Resource Exchange & Support Network.

Dan has taught a wide variety of marketing courses at the graduate (G) and undergraduate (U) level, including Information Technology Applications in Marketing (U/G), Marketing Strategy (U), Introduction to Marketing (U), Being Persuasive in Business Situations (G), and Market Research and Profile Analysis for New Ventures (G). He currently teaches courses related to entrepreneurship.

Dan's research has been published in several top-tier journals, including: Addiction, Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Public Policy & Marketing, and Personality and Social Psychology Bulletin. His research centers on moral behaviors, substance abuse prevention, social marketing, consumer socialization, and symbolic aspects of consumption behaviors. 

Since joining the University’s faculty in 2000, Dan’s research and service have been recognized with several awards; he has also received several award nominations for his teaching. Dan possesses extensive consulting experience and more than a decade of nonprofit board experience, including roles as board president and chair of several different committees.


Ph.D., University of Arizona, Marketing, 2001


Select publications include:

Freeman, Dan and Stewart Shapiro (in press). “An Assessment of Tweens’ Persuasion Knowledge in a Changing Marketplace,” Journal of Advertising Research.

Pechmann, Cornelia (Connie), Elizabeth S. Moore, Alan R. Andreasen, Paul M. Connell, Dan Freeman, et al. (2011). “Navigating the Central Tensions in Research on Consumers who are at Risk: Challenges and Opportunities,” Journal of Public Policy & Marketing, 30(1), 23-30.

Freeman, Dan, Stewart Shapiro and Merrie Brucks (2009). "Memory Issues in Social Marketing Messages about Behavior Enactment versus Non-enactment," Journal of Consumer Psychology, 19, 629-642.

*Aquino, Karl, Dan Freeman, Americus Reed II, Vivian Lim, and Will Phelps (2009). "Moral Identity and the Self-Regulation of (Im)Moral Behavior," Journal of Personality and Social Psychology, 97, 123-141.  (* Karl Aquino and Dan Freeman are co-first authors of this article).

Freeman, Dan, Karl Aquino, and Brent McFerran (2009). "Overcoming Beneficiary Race as an Impediment to Charitable Donations: Social Dominance Orientation, the Experience of Moral Elevation, and Donation Behavior," Personality & Social Psychology Bulletin, 35, 72-84.

Freeman, Dan, Merrie Brucks, Melanie Wallendorf, and Wendy Boland (2009). "Children's Understandings of Cigarette Advertisements," Addictive Behaviors, 34, 36-42.

*Shao, Ruodan, Karl Aquino, and Dan Freeman (2008) "Beyond Moral Reasoning: A Review of Moral Identity Research and Its Implications for Business Ethics," Business Ethics Quarterly, 18, 513-540. (* This manuscript was invited and refereed by the journal editor)

Aquino, Karl, Americus Reed II, Stefan Thau, and Dan Freeman (2007) “A Grotesque and Dark Beauty: How the Self-Importance of Moral Identity and Mechanisms of Moral Disengagement Influence Cognitive, Emotional and Behavioral Reactions to War,” Journal of Experimental Social Psychology, 43, 385-392.

Freeman, Dan, Merrie Brucks, and Melanie Wallendorf (2005). "Young Children’s Understandings of Cigarette Smoking," Addiction, 100, 1537-1545.

Awards & Honors

2012    Leon & Margaret Slocomb Professional Excellence Award

2011    Outstanding Outreach/Service Award, Alfred Lerner College of Business & Economics

2009    Best Article Published in 2008, Business Ethics Quarterly

2009    YoUDee Leadership Award (Best RSO Advisor)


Dan currently teaches Startup eXperience I & II, Entrepreneurial Apprentice, and Social Entrepreneurship for the Horn Program in Entrepreneurship.

The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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