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Bickhart, Barbara - Howard, John A.

Barbara Bickart: Barbara Bickart is an associate professor of marketing at the Questrom School of Business Boston University. Her research was one of the first to demonstrate the persuasive impact of consumer-generated content on social media relative to marketer-generated content.

A sampling of available sources:

Bickart, B. A. (1993). Carryover and Backfire Effects in Marketing Research. Journal of Marketing Research30(1), 52–62.

Bickart, B. A., & Ruth, J. A. (2012). Green Eco-Seals and Advertising Persuasion. Journal of Advertising41(4), 51–67.

Sekhon, T., Bickart, B., & Trudel, R. (2014). Impact of Consumption Related Bragging of Others on Consumers’ Self-Presentation and Self-Perception. Advances in Consumer Research42, 810-.


Roger D. Blackwell: Roger D. Blackwell is a marketing expert, who has served on the board of directors of various companies, such as Abercrombie & Firch. He was also a marketing professor at Ohio State University and Stanford University.

A sampling of available sources:

Blackwell, R. D. (1997). From mind to market: reinventing the retail supply chain (1st ed.). HarperBusiness.

Blackwell, R. D., & Stephan, Tina. (2004). Brands that rock: what business leaders can learn from the world of rock and roll. John Wiley & Sons.

Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1978). Consumer behavior (3d ed.). Dryden Press.


Meredith David: Meredith David is an associate professor of marketing at Baylor University. David’s research focuses on marking strategies and consumer behavior. Her research interests include consumer attitudes and decision-making, Smartphones, social media, and consumer well-being, and interpersonal attachment style.

A sampling of available sources:

David, M. E. (2018). I love the product but will you? The role of interpersonal attachment styles in social projection. Psychology & Marketing35(3), 197–210.

David, M. E. (2016). The Role of Attachment Style in Shaping Consumer Preferences for Products Shown in Advertisements that Depict Consensus Claims. Journal of Advertising45(2), 227–244.

Roberts, J. A., & David, M. E. (2023). On the outside looking in: Social media intensity, social connection, and user well-being: The moderating role of passive social media use. In Canadian Journal of Behavioural Science / Revue canadienne des sciences du comportement (Vol. 55, Issue 3, pp. 240–253).


John Dewey: John Dewey developed the Consumer Decision-Making Process Theory in which consumers evaluate making a purchasing decision through problem recognition, information search, alternatives evaluation, purchase decision, and post-purchase evaluation.

A sampling of available sources:

Boydston, J. A. (1970). Guide to the works of John Dewey. Southern Illinois University Press.

Dewey, J. (2009). The middle works of John Dewey, 1899-1924. Volume 6: 1910-1911, essays, how we think (J. A. Boydston & L. A. Hickman, Eds.). InteLex Corporation.

Dewey, J., & McDermott, J. J. (1973). The philosophy of John Dewey. Putnam Sons.


Ernest Dichter: Ernest Dichter was an American psychologist and marketing expert. He applied Freudian psychology to marketing and advertising. Dichter argued that pleasure, specifically sex, was at the core of consumer behavior. He also believed everything in daily life held symbolic meaning.

A sampling of available sources:

Dichter, E. (2002). The strategy of desire. Transaction.

Dichter, E. (1971). Motivating human behavior. McGraw-Hill.

Dichter, E. (1964). Handbook of consumer motivations; the psychology of the world of objects. McGraw-Hill.


James F. Engel: James Engel was a pioneering professor of consumer behavior at The Ohio State University, which was one of only a handful of universities to offer courses in the topic in the early 1960s. He served as the first President of the Association for Consumer Research in 1969.

A sampling of available sources:

Blackwell, R. D., Engel, J. F., & Talarzyk, W. Wayne. (1985). Contemporary cases in consumer behavior (Rev. ed.). Dryden Press.

Block, C. E., Roering, K. J., & Engel, J. F. (1979). Essentials of consumer behavior: concepts and applications (Second edition.). Dryden Press.

Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. Holt, Rinehart, and Winston.


Ayelet Fishbach: Ayelet Fishbach is the Jeffrey Breakenridge Keller Professor of behavior science and marketing and IBM Corporation faculty scholar at The University of Chicago Booth School of Business. Her research interests include self-control, motivation, and decision making within the areas of behavioral science and marketing.

A sampling of available sources:

Huang, F., & Fishbach, A. (2021). Feeling Lonely Increases Interest in Previously Owned Products. Journal of Marketing Research58(5), 968–980.

Shaddy, F., Fishbach, A., & Simonson, I. (2021). Trade-Offs in Choice. Annual Review of Psychology72(1), 181–206.

Toure-Tillery, M., & Fishbach, A. (2012). The End Justifies the Means, but Only in the Middle. Journal of Experimental Psychology. General141(3), 570–583.


Sigmund Freud: Sigmund Freud was an Austrian neurologist and founder of psychoanalysis. He also developed the Psychoanalytic Theory of Marketing that states a consumer’s buying preferences are dictated by unconscious motives, and that visual, auditory, and tactile elements of a product may evoke emotions that stimulate or inhibit purchase.

A sampling of available sources:

Freud, S. (2003). The psychopathology of everyday life. Penguin Books.

Freud, S. (1957). A general selection from the works of Sigmund Freud. Doubleday Anchor Books.

Quinodoz, J.-M. (2018). Sigmund Freud: an introduction (A. Weller, Trans.).



Kelly Goldsmith: Kelly Goldsmith holds the E. Bronson Ingram Chair at the Owen Graduate School of Management, within Vanderbilt University, where she is a professor of marketing. Her areas of research interest include marketing, consumer psychology, and behavioral science.

A sampling of available sources:

Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K., Hill, R., John, D. R., Mittal, C., O’Guinn, T., Piff, P., Roux, C., Shah, A., & Zhu, M. (2019). The effects of scarcity on consumer decision journeys. Journal of the Academy of Marketing Science47(3), 532–550.

GOLDSMITH, K., CHO, E. K., & DHAR, R. (2012). When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion. Journal of Marketing Research49(6), 872–881.

Goldsmith, K., & Lee, A. Y. (2021). A View from Inside: Insights on Consumer Behavior during a Global Pandemic. Journal of the Association for Consumer Research6(1), 142–148.


Kelly Herd: Kelly Herd is an associate professor of marketing at the University of Connecticut School of Business. She is interested in consumer behavior and how consumers generate creative ideas for themselves and others. Herd also studies topics, such as consumer embarrassment, donation behavior, and product aesthetics.

A sampling of available sources:

Herd, K. B., & Mehta, R. (2019). Head versus Heart: The Effect of Objective versus Feelings-Based Mental Imagery on New Product Creativity. The Journal of Consumer Research46(1), 36–52.

Krishna, A., Herd, K. B., & Aydınoğlu, N. Z. (2019). A Review of Consumer Embarrassment as a Public and Private Emotion. Journal of Consumer Psychology29(3), 492–516.

Moreau, C. P., & Herd, K. B. (2010). To Each His Own? How Comparisons with Others Influence Consumers’ Evaluations of Their SelfDesigned Products. The Journal of Consumer Research36(5), 806–819.


Elizabeth C. Hirschman: Elizabeth C. Hirschman is the Hill-Richmond-Gott Professor of Marketing at the University of Virginia’s College at Wise. Her research interests include consumer behavior, consumer consumption, and hedonic consumption.

A sampling of available sources:

Hirschman, E. C. (2010). Evolutionary branding. Psychology & Marketing27(6), 568–584.

Hirschman, E. C. (2003). MEN, DOGS, GUNS, AND CARS: The Semiotics of Rugged Individualism. Journal of Advertising32(1), 9–23.

Hirschman, E. C., Scott, L., & Wells, W. B. (1998). A Model of Product Discourse: Linking Consumer Practice to Cultural Texts. Journal of Advertising27(1), 33–51.


Donna L. Hoffman: Donna L. Hoffman is the Louis Rosenfield Distinguished Scholar and professor of marketing and co-director of the Center for the Connected Consumer at the George Washington School of Business. Her current research is focused on using conceptual, empirical, and computational approaches to understand consumer experience with AI.

A sampling of available sources:

Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The Rise of New Technologies in Marketing: A Framework and Outlook. Journal of Marketing86(1), 1–7.

Hoffman, D. L., Novak, T. P., & Kang, H. (2017). Let’s Get Closer: Feelings of Connectedness from Using Social Media, with Implications for Brand Outcomes. Journal of the Association for Consumer Research2(2), 216–228.

Novak, T. P., & Hoffman, D. L. (2019). Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects. Journal of the Academy of Marketing Science47(2), 216–238.


Morris B. Holbrook: Morris Holbrook is the William T. Dillard Professor Emeritus of Business, Marketing Division, at Columbia (University) Business School. His research has included consumer behavior, hedonic consumption, and consumer value.

A sampling of available sources:

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing65(2), 81–93.

Holbrook, M. B., & Addis, M. (2007). Taste versus the Market: An Extension of Research on the Consumption of Popular Culture. The Journal of Consumer Research34(3), 415–424.

Holbrook, M. B. (1999). Popular Appeal Versus Expert Judgments of Motion Pictures. The Journal of Consumer Research26(2), 144–155.


John A. Howard: In collaboration with Jagdish N. Sheth, John A. Howard developed in 1970 the Theory of Buyer Behavior, which identifies the various elements that influence the consumer’s purchase decision process and how they interact with each other. The theory proposes that consumers are active decision-makers who seek information from multiple sources to make informed choices.

A sampling of available sources:

             Howard, J. A. (1989). Consumer behavior in marketing strategy. Prentice Hall.

Howard, J. A. (1963). Marketing: executive and buyer behavior. Columbia University


Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. Wiley.