KATHRYN ANNE BRAUN-LATOUR
2987 Paseo Hills Way
Henderson, NV 89052
(702)614-8240
Kathryn.latour@ccmail.nevada.edu
EDUCATION
Visiting Scholar and Research Associate,
Mind of the Market Lab, Harvard Business School, 1997-2001.
Ph.D. Marketing
The University of Iowa, College of Business, 1997.
M.S. Broadcast Administration
Boston University, College of Communication, 1991.
B.S. Broadcast Production Management
The University of Colorado (Boulder), School of Journalism, 1989.
CURRENT POSITION
Assistant Professor of Hospitality Marketing,
University of Nevada- Las Vegas, Department of Tourism and Convention
Administration, William F. Harrah College of Hotel Administration.
HONORS and AWARDS
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The 2002 JCR Policy Board Award for the best article in Journal of Consumer Research for 1999.
Robert Ferber Award. The award is jointly sponsored by the Association for Consumer Research
and the Journal of Consumer Research. The award honors the JCR article based on a doctoral
dissertation that has been judged to make the greatest contribution to marketing theory. 1999.
Candidate, Marketing Doctoral Consortium, American Marketing Association Meeting, 1996.
M. Bhanu Murthy Award for Excellence in Teaching, 1996.
RESEARCH INTERESTS
Experience is noeic, coming from Greek nous meaning intellect or understanding; knowledge as
experienced directly with a feeling of certitude. My research focuses on how external marketing
communications influence how consumers perceive and remember their experiences. I am particularly
interested how the brain works to give rise to conscious thought, and how consumers construct their own
realities of external events to the extent of what they "see" or "remember" may differ substantially from the
seemingly objective evidence at hand. The degree to which marketers can infiltrate or guide this process
has implications for managers interested in brand equity and developing relationships with customers.
Specific issues of my inquiry include:
 How consumer sensory memories come to be altered through marketing communications
through reconstructive memory processes;
 How marketers can engineer service encounters so that they are perceived and remembered
in favorable ways by consumers;
 The role memory (and mood) plays in consumer decisions, both at conscious and
unconscious levels which leads to the need for implicit and explicit memory tests which can
better uncover marketing effectiveness;
 The way new physiological measurements (as well as general insights derived from cognitive
neuroscience studies) can be applied to hospitality consumer research in order to better
understand the underlying processes by which consumers make their choices;
 How uncovering childhood memories and other significant autobiographical events can
provide insight for brand positioning strategies.
 Using both qualitative and quantitative research methods towards a better understanding of
the consumer’s brain.
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PAPERS ACCEPTED FOR PUBLICATION
Braun-LaTour, Kathryn A. and Gerald Zaltman (2006), “Memory Change: An Intimate Measure of
Persuasion,” Journal of Advertising Research, forthcoming in March 2006.
An advertisement can work on many levels—such as reinforcing brand preference or increasing
awareness for a new product. But marketers and advertising researchers alike have deemed the most
important measure of advertising’s influence to be its ability to persuade. Unfortunately, assessing
persuasiveness been somewhat elusive in the advertising literature, because consumers may not want
to or may not be willing to admit advertising has persuaded them. We believe that one way to assess
advertising’s persuasiveness is to look at how exposure impacts consumer’s memory for their prior
beliefs. For instance, after seeing an advertisement, we believe that the consumer may come to believe
that the claims made in the ad are in fact consistent with their own. This internalization or adoption of
the advertising information is made possible through a reconstructive memory system. Our
investigation utilizes a real animatic ad for a new drug, and tests it against a competitor’s advertising
and control condition. The results indicate this paradigm might be beneficial for testing ads for new
brands, or controlling for prior knowledge of past advertising exposures.
Braun-LaTour, Kathryn A. and Michael S. LaTour (2005),“Transforming Consumer Experience: When
Timing Matters," Journal of Advertising, 34(3),19-30.
How advertising can influence or change the consumers’ product experience has been a topic of great
interest to marketers. The majority of research has suggested that advertising received prior to an
experience can exert the most influence. In 1999, however, Braun introduced the concept of
reconstructive memory and demonstrated that advertising received after an experience can alter how
consumers remember their experience. The issue of which order of framing of an experience though
advertising is most influential on consumer memory has not yet been investigated. A constructive
memory framework that can take into account both forward- and backward- framing effects and an
experiment that tests hypotheses regarding the presentation order of advertising and experience is
presented. The implications for the study of transformational advertising are discussed.
Braun-LaTour, Kathryn A., Michael S. LaTour, Jacqueline Pickrell and Elizabeth F. Loftus, (2005), “How
(and When) Advertising Can Influence Memory for Consumer Experience,” Journal of Advertising,
33(4), 7-26 (lead article)
Recent “paradigm –shifting” research in consumer behavior dealing with reconstructive memory
processes suggests that advertising can exert a powerful retroactive effect on how consumers
remember their past experiences with a product. Building on this stream of research we execute three
studies which incorporate the use of false cues so as to shed new light on how post-experience
advertising exerts influence on recollection. Our first study investigates an important but yet unexplored
issue to advertisers perhaps reticent to embrace this paradigm: does the false cue fundamentally
change how consumers process information? After finding that when the false information goes
undetected it is processed in a similar manner as more “truthful” cues, we use this paradigm to shed
light into the visual versus verbal information debate in advertising. We discuss the implications of our
findings for those interested in managing consumer experience and for advertising researchers seeking
indirect measures of advertising’s influence.
Braun-LaTour, Kathryn A. and Michael S. LaTour (2004), “Assessing the Long-Term Impact of a
Consistent Advertising Campaign on Consumer Memory,” Journal of Advertising. 33(2), 49-61.
It is often suggested that marketers be consistent with their communications in order for consumers to
understand their product offering. That suggestion is made by common sense logic. But what does the
effect of a long running consistent campaign have on consumers? With such a campaign, can a brand
“own” something, such as a spokeperson or character? Can it create a long-standing memory trace?
Or can another brand easily enter the market and “confuse” consumers due to the fallibility of memory?
Few researchers have had the opportunity to investigate the effects of a long-running campaign and
how a competitor can attempt to alter that promotional message. Recently a real-life situation provided
a test for that issue: MetLife has been using the Peanuts characters as part of their advertising and
promotion since 1983. Last year Hallmark began incorporating those characters in their Christmas
advertising. In our experiment we investigated what happens when MetLife advertises alone, appears
with Hallmark, or only Hallmark ads are viewed within a program. We find that MetLife can indeed “own”
the Peanuts characters, but that ownership is not absolute, consistency needs to be maintained. In a
follow-up study we investigate the relationship between memory of seeing MetLife ads as a child and
present-day attitudes and behavior. The implications for managers are discussed.
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LaTour, Michael S., Tony L. Henthorne and Kathryn A. Braun-LaTour (2003), “Is a Cigar Just a Cigar: A
Glimpse of the New Age Cigar Consumer,” Academy of Marketing Science Review
http://www.amsreview.org/articles/latour12-2003.pdf
Cigar demand has enjoyed a recent rebound. Yet a clear understanding of potential theoretical
underpinnings of cigar consumption is clearly lacking. Using several qualitative techniques for
preliminary data collection, this study proposes theoretical models which illustrate the depth and
complexity of the cigar smoking experience. Data collection venues include cigar bar focus groups,
cigar social gatherings as well as a recent “Big Smoke” event in Atlanta, Georgia.
Braun, Kathryn A., Rhiannon Ellis, and Elizabeth F. Loftus (2001), “Make My Memory: How Advertising
can Change our Memories of the Past,” Psychology & Marketing, 19(January), 1-23.
Marketers use autobiographical advertising as a means to create nostalgia for their products. In this
research we explore whether such referencing can cause people to believe that they had experiences
as children that are mentioned in the ads. In Experiment 1, participants viewed an ad for Disney that
suggested that they shook hands with Mickey Mouse as a child. Relative to controls, the ad increased
their confidence that they personally had shaken hands with Mickey as a child at Disney World. The
increased confidence could be due to a revival of a true memory or the creation of a new, false one. In
Experiment 2, participants viewed an ad for Disney that suggested that they shook hands with an
impossible character (e.g., Bugs Bunny). Again, relative to controls, the ad increased confidence that
they personally had shaken hands with the impossible character as a child at Disneyland. The
increased confidence is consistent with the notion that autobiographical referencing can lead to the
creation of false or distorted memory.
Law, Sharmistha and Kathryn A. Braun (2000), “I’ll Have What She’s Having: Gauging the Effectiveness of
Product Placements,” Psychology & Marketing, 17(12), 1059-1075.
Product placement in TV shows is becoming increasingly common yet little is known about its
effectiveness nor even how to define and measure effectiveness. In this study we examine the
effectiveness of product placement using two different types of measures: explicit measures which
tapped memory directly (using a recognition and recall task) and implicit measure which measured the
effect of exposure on product choice indirectly. We hypothesized that the ability of product placement to
enhance memory and choice may be mediated by distinct mechanisms. Results showed an overall
enhancement in product recall, recognition and choice due to placement. Further, while products central
to the plot were remembered and recalled more than products placed more subtlety, no reliable effect of
centrality of placement was observed on the implicit choice measure. This dissociation also occurred
with modality of placement where seen-only products most influenced choice but were least recalled.
Our data conform to theories of memory that predict that performance on an explicit memory task can
be dissociated or uncorrelated with performance on implicit performance or choice. This finding has
significant implications for how placements are designed and how their efficacy evaluated.
Braun, Kathryn A. (1999), “Post-Experience Advertising Effects on Consumer Memory," Journal of
Consumer Research, 25(March), 319-334.
The post-experience advertising situation is conceptualized here as an instant source-forgetting problem
where the language and imagery from the recently presented advertising becomes confused with
consumers' own experiential memories. It was found that even a genuinely bad experience—e.g. orange
juice tinged with vinegar and salt—was remembered more positively when respondents received postexperience advertising. The words from the advertising influenced consumers' explicit memorial
description of their perceptual experience. Post-experience advertising’s effect on the experiential
memory was found to persist over time and in new contexts. The implications for how marketers
approach the consumer learning process, as well as future areas of investigation into the memory
distortion phenomena are discussed.
Braun, Kathryn A. and Elizabeth F. Loftus(1998), "Advertising’s Misinformation Effect," Applied Cognitive
Psychology, 12(December), 569-591.
Our research sought to explore whether post-experience advertising could alter information learned in a
consumer’s direct experience. We found an advertising misinformation effect for color memory of a
previously seen candy bar upon both visual and verbal misinformation, but the visual information exerted
more influence on the phenomenological aspects of retrieval, resulting in more "remember" judgments.
This advertising misinformation effect did not dissipate when the source was discredited. We found that
such memory changes can be directly linked to consumer subjective judgments and choices when the
misled information is particularly salient. Not only do these findings constitute a novel generalizability for
the misinformation effect, they also have implications for social policy research on deceptive advertising.
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Braun, Kathryn A. and Gerald Zaltman (1998), "Backward Framing: A Theory of Memory Reconstruction,"
MSI’s Working Paper Series, # 98-109.
The malleability of consumer experience as a consequence of communication has been a topic of great
interest in marketing. Extant research on forward framing suggests that consumer learning can be
shaped by marketing information which precedes the direct experience by helping consumers set
expectations which are confirmed during the consumption experience. However, converging evidence
from neurology, biology, experimental psychology and elsewhere, all point to a reconstructive process in
memory. A potentially exciting issue for consumer researchers and managers, then, concerns the extent
and manner in which this process operates among consumers: can secondhand marketing information
such as advertising and word-of-mouth create a backward framing effect? Two experiments are
described — the first investigates whether an informational frame as a critic opinion can exert an
influence on consumer learning both before and after a movie experience; and the second directly tests
the hypothesis that memory reconstruction may account for backward frame effects.
Braun, Kathryn A., Gary J. Gaeth, and Irwin P. Levin (1996), "Framing Effects with Differential Impact: The
Role of Attribute Salience." In Advances in Consumer Research, Vol. 24, Merrie Brucks and Deborah J.
MacInnis (Eds.), p. 405-411.
The purpose of this research is to investigate factors that moderate the intensity of attribute framing
effects. In particular, we study attribute framing in an information complex environment where
consumers view the frame via realistic chocolate bar product package and experience a taste test. We
find the framed attribute used in our experiment (content of chocolate expressed as "20% fat" or "80%
fat-free") is differentially meaningful to male and female consumers. Framing effects for overall
evaluation and choice were limited to female consumers for whom the framed attribute was particularly
salient.
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BOOKS and INVITED BOOK CHAPTERS
“Make My Memory” paper to be featured in Readings in Cognitive Psychology: Applications, Connections,
and Individual Differences, Bridget Robinson-Riegler & Greg L. Robinson-Riegler, Eds., forthcoming.
The book is described as “a research reader students will find interesting, applicable, and extremely
relevant to their course and lives. Students will get a good deal of exposure to the fundamental concepts
that have helped define the field of cognitive psychology.”
Law, Sharmsitha and Kathryn Braun (2003), "Gauging the Impact of Product Placements on Viewers:
Practical and Theoretical Implications" L. J. Shrum (Ed), Blurring the Lines: The Psychology of
Entertainment Media, Mahwah, NJ: Lawrence Erlbaum.
WORK IN PROGRESS and WORKING PAPERS
LaTour, Michael S., Kathryn A. Braun-LaTour, Robert A. Potter and Thomas Reichert (2004), “Program
Context Effects on an Appeal to Fear,” under second review at the Journal of Advertising.
Typically, affect has been assessed by its valence rather than its arousal level. However, there is some
indication that positive and negative affect states may form from different levels and types of
physiological arousal that should influence the interpretation of subsequent stimuli, where affect
consistency might predict greater effectiveness of a negative fear message when received under a
negative affect state than received in a positive one. Experiment 1 explores the possibility that the
negative affect state may be “priming” fear associations that are likely to influence behavior by using a
computerized reaction time test. In the second study we use typical paper and pencil measures such as
attitude-toward-the ad and behavioral intentions to measure affect-induced context effects. The results
show that a positive affect context positively influences the attitude toward the ad (affect congruency),
but that behavioral intention is more influenced when in the negative affect state (affect consistency).
How people feel may differ from how they behave, which has been a primary motivation for the usage of
implicit measures in marketing. The third study uses physiological measures—for emotion (facial EMG,
smile/frown) and attention (heart rate, GSRs), to explore how a program induced affect influences how
one responds to a fear arousing message. As all three studies look at different levels of analysis of
response to the same affect context, we can get a broader perspective of the appropriateness of
different measurement techniques used to explore affect effects.
Noel, Hayden and Kathryn Braun-LaTour (2005), “The Spacing Effect in Advertising Revisited,” currently
under review at the Journal of Consumer Research.
Braun-LaTour, Kathryn A., George Zinkhan and Michael S. LaTour (2005), “Earliest Childhood Memories:
Implications and Applications for Marketing,” working paper, in preparation for the Journal of Marketing.
Braun-LaTour, Kathryn A., Nancy M. Puchinilli and Fred Mast (2005), “Negative Mood States: When do
they Impair or Enhance Consumer Cognition?” in preparation for the Journal of Consumer Psychology.
Braun-LaTour, Kathryn A., Suzie Goan and Lou Carbone (2005), “Engineering Experiences Las Vegas
Style,” in preparation for the Harvard Business Review.
Kosslyn, Stephen M., Gerald Zaltman, William Thompson, David Hurvitz, and Kathryn A. Braun (1999),
"Reading the Mind of the Market,” working paper.
Predicting consumer behavior is a growing challenge as firms emphasize discontinuous innovations and
faster and newer ways of introducing them. For example, stated purchase intentions are often poor
predictors of actual behavior for really new products. This is partly because much of what signals actual
behavior occurs at a less than conscious level untapped by traditional research methods. Managers
need to augment traditional methods with those that are sensitive to the cognitive unconscious. The
research reported here illustrates the promise of brain imaging techniques used in cognitive
neuroscience for helping managers anticipate consumer reactions to marketing stimuli. The marketing
stimuli used are three alternative auto retail settings involving progressively discontinuous innovation
along selected dimensions. The imaging technique used to evaluate these settings involves positron
emission technology (PET)which is just one example of newer methods.
Schultz, Randall L. and Kathryn A. Braun (1997), “The Effect of Perception of Reality on Marketing
Decision Making.”
This research provides a partial explanation for high and constant failure rates for new products by
developing a theory of management bias. Managers are biased in predictable ways that can be
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explained by ego involvement in decision making. This bias leads to actions that may increase the
chance of product failure. If bias is constant over time, product failure rates may not decrease with the
use of new marketing research technology.
RESEARCH AND CONFERENCE PRESENTATIONS
Poster presentation, “Predicting Ad Response Over Time:A Comparison of Arousal and Ad-Liking to
Outcomes of Explicit Memory,” (co-authored with Michael S. LaTour), Association for Consumer Research
Conference, Portland, OR, October 7-11, 2004.
Co-chair of Roundtable entitled “Theories on How Spacing Of Stimuli Affect Memory,” with Sara L.
Appleton-Knapp, San Diego State University; and Hayden Noel, Baruch College, Association for
Consumer Research Conference, Toronto, ON, October 9-12, 2003.
Invited Speaker to the Sandage Symposium at the University of Illinois, October 3-5, 2003. Symposium is
focused on cutting-edge advertising research from academia and practice.
Selected as a Hearin Invited Lecturer, School of Business Administration, University of
Mississippi, January 2003.
“Implicit Memory: Insight into the Consumers’ Unconscious” as part of the Advertising Research
Foundation’s Week of Workshops, Qualitative Research session, October 7, 2002, New York City.
(http://www.thearf.org/wow2002/wow2002.html)
“Product Placements: Practical and Theoretical Implications” (with Sharmistha Law and Darlene Walsh),
21st Annual Advertising and Consumer Psychology Conference, Blurring the Lines: The Psychology of
Entertainment Media, May 16-18, 2002, New York City, (http://fisher.osu.edu/marketing/scp/)
“ When What Consumers Say Isn’t What They Do: The Case of Ethnocentrism,” (with Gerald Zaltman,
Harvard Business School) Association for Consumer Research Conference, Austin, Texas, October 2001.
( http://www.acrweb.org/acr2001/sundayS10.html)
“Early and Other Special Autobiographical Memories on Consumers Attitudes and Preference,” presenter
at the Mind of the Market Lab, Harvard Business School, October 2000.
"I’ll Have what She’s Having: Impact of Product Placement in TV Programs on Choice and Memory," (with
Sharmistha Law, University of Toronto) at the American Psychological Society meeting in the Society for
Applied Research in Memory and Cognition track (SARMAC),
http://www.atkinson.yorku.ca/~sarmac/index.htm), Miami, FL, June 2000.
“Altering Consumer Memories,” invited speaker for the Marketing Department seminar series, Duke
University, May 2000.
“Manipulating Memory,” Guest lecturer at the Harvard Business School, February 2000.
"I’ll Have what She’s Having: Impact of Product Placement in TV Programs on Choice and Memory," (with
Sharmistha Law, University of Toronto) accepted for the Association for Consumer Research conference,
http://acrweb.org/acr99/, Columbus, OH, October 1999.
"Altering Consumer Autobiographies," (with Rhiannon Ellis and Elizabeth F. Loftus, both at the University
of Washington) at the Society for Applied Research in Memory and Cognition (SARMAC), Boulder CO,
July 1999.
“Manipulating Memory,” Guest lecturer at the University of Alabama, March 1999.
“Reconstructive Memory,” Guest lecturer at the Harvard Business School, February 1999.
"The Deleterious Act of Recollection," Session organizer and presenter at the Association for Consumer
Research conference, Montreal, QC October 1-4, 1998. Participants included: Gerald Zaltman, Harvard
University; Sharmistha Law, University of Toronto; and Laura Melnyk, McGill University.
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"Applications of Cognitive Neuroscience in Consumer Behavior," (co-authored with Stephen Kosslyn and
Gerald Zaltman, Harvard University) as part of a special session proposal on novel research methods,
organized by Cristel Russell, University of Arizona for the Association for Consumer Research conference.
“Manipulating Memory,” Guest lecturer at the Harvard Business School, March 1998.
“Framing Effects: A Cognitive Neuroscience Perspective,” Presenter at the Haring conference, Indiana
University, April 1997.
“Advertising’s Misinformation Effect,” Guest lecturer at the Harvard Business School, March 1997.
“Attribute Framing,” Poster presentation at the Society for Judgment and Decision Making conference,
November 1996. (co-authored with Gary Gaeth)
“Framing Effects with Differential Impact: The Role of Attribute Salience,” Presenter at the Association for
Consumer Research conference, October 1996. (co-authored with Gary Gaeth and Irwin Levin)
“Nutritional Labeling: A Discussion,” Discussant at Nebraska Marketing Doctoral Symposium, February
1996.
CASE STUDIES
In collaboration with Professor Gerald Zaltman I developed a series of neuroscience primers for
distribution through the Harvard case system. We take an interdisciplinary approach the
mind/brain/behavior relationship. Our goal is to familiarize readers with the new imagery methods that
allowing us "see" the brain think. Research in cognitive neuroscience is developing as accelerated speed,
overturning past philosophical myths and raising new issues. Some of the topics we discuss include: the
neuroscience methods (e.g., PET, fMRI, ERP, MEG); consciousness; neural plasticity; artificial
intelligence; memory; learning; emotion; language. The titles appear below:
“Introduction to Neuroscience”
“Anatomical View of the Human Brain”
“The Tools of Cognitive Neuroscience”
“The Objectivity of Experience”
“Genetics and Behavior”
“Top Down Cognitive Processes”
“Is the Human Brain a Computer?”
“The Emotional Brain”
“Constructive Memory Processes”
“Eliciting Hidden Knowledge”
Puccinelli, Nancy M., Kathryn A. Braun and Fred Mast (2002), “What We Know and Don’t Know about
Influences Behavior: An Examination of Implicit Predictors of Behavior,” Harvard Case Note.
An important distinction has been drawn in psychology between explicit and implicit knowledge. Explicit
knowledge refers to consciously held beliefs about an individual or object that often draws on the
remembering of experiences in the past. In contrast, implicit knowledge refers to the cognitive
associations a consumer holds between two constructs that exist outside his/her conscious awareness.
While it is possible that explicit and implicit knowledge correspond, the exciting opportunity for
marketers is that often there is a discrepancy; that is, what a consumer believes explicitly may have no
bearing on their actual behavior.
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TEACHING EXPERIENCE
UNLV
Fall 2004-
Assistant Professor of Hospitality Marketing. Teaching grad classes in research
methods and Psychology of Hospitality Marketing and a case-based Marketing
class. Also teaching Hospitality Marketing to undergraduates.
Auburn University
Fall 2003-Spring 2004
Visiting Assistant Professor. Teaching a mass section of General Psychology
and involved in the I/O graduate (PhD) program.
Spring 2001-Fall 2001 Adjunct Psychology and Marketing Professor. Taught Introduction to
Psychology and Consumer Behavior.
Huntingdon College
Fall 2000
Adjunct Psychology Professor. Taught Theories of Learning.
Auburn University
Spring 1999
Adjunct Psychology Professor. Taught Introductory Psychology course at the
Montgomery campus.
The University of Iowa
Fall 1997 - Spring 1998 Visiting Assistant Professor. Further evolved the Marketing for Non-Business
Majors class, increasing enrollment by 100% with the added responsibility of
supervising a Teaching Assistant.
Fall 1996 – Spring 1997 Marketing Instructor. Developed a new marketing class for non-business
students. Selected text, organized lectures, consulted with students, and
evaluated performance. Utilized case method, discussion and role playing
techniques as well as creative lecturing. Focused on the internet and new
technologies. Developed a home page and moderated a listserv for student
communications.
Fall 1993 - Summer 1996 Marketing Instructor /Teaching Assistant. Provided a "currency" to the
classroom by bringing real-world examples from external media sources such as
The Wall Street Journal, TV, and business magazines.
TEACHING INTERESTS
Advertising Theory; Hospitality Marketing; Marketing Management; Introduction to Marketing; Marketing
Strategy; Consumer Behavior; Research Methods; International Marketing; Experimental Psychology;
Memory and Cognition; Introduction to Psychology; Theories of Learning, Memory Seminar.
INDUSTRY EXPERIENCE
Marketing Memories
November 2001- Present President and head researcher of a marketing consulting firm that
investigates consumer memories of their experiences with brands in order to find
specific moments, emotions, connections that could be relevant for present
marketing efforts. Developing an advertising testing technique in conjunction with
Olson Zaltman Associates based on the theory of memory reconstruction.
Olson Zaltman Associates (ZMET)
May 1998- 2001
Interviewer and coder used the ZMET method. Worked with several companies
on designing innovative product campaigns, such as Proctor & Gamble, Disney,
Coca-Cola and the World Bank.
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Frank N. Magid Associates, Inc.
November 1992 - August 1993 Entertainment Associate. Analyzed and developed news,
documentary and entertainment programming, Worked with several national talk
show hosts on program development and created promotional guidelines for the
talk genre. Developed computer-based primary research collection technique
utilizing immediate data entry and analysis of respondents’ input. Sent to
Germany to use the equipment for entertainment program focus groups.
Designed graphic output to enhance research presentations.
May 1991- November 1992 Consulting Assistant. Worked with North American television clients and
the four networks. Wrote extensively, both analyses and critiques of client news
product. Assisted in development of effective marketing campaigns and was
responsible for creating a semi-monthly newsletter on new developments in the
broadcast industry.
ADDITIONAL MEDIA-RELATED EXPERIENCE
Wrote entertainment articles and film reviews for the Campus Press at the University of Colorado. Wrote,
produced and was the announcer for film review segment on KUCB, Boulder, Colorado. Also worked as a
disc-jockey for KUCB. Hosted a weekly cable entertainment magazine program. Interned in the news and
promotion departments WBZ-TV, Boston and KWGN-TV, Denver.
DOCTORAL COURSEWORK
Marketing Seminars
Marketing Models
Management Models
Consumer Behavior
Consumer Research
Moshe Givon
Tom Gruca
Gary Gaeth
Cathy Cole
Psychology Seminars
Attitude Change
Memory and Cognition
Judgment and Decision Making
Organizational Behavior and Decision Making
Cognitive Neuroscience
Issues in Cognitive Neuroscience
Robert Baron
Tom Spalding
Irwin Levin
Lola Lopes
Steve Luck
Kim Johnson, Steve Luck,
Greg Oden
Statistics Courses
Mathematical Statistical Theory I
Mathematical Statistical Theory II
The General Linear Model
Experimental Design
Multivariate Analysis
James Broffit
Osnat Stramer
Bill Burns
Tim Ansley
Raj Sethuraman
Economic Courses
Econometrics
Microeconomic Theory
Macroeconomic Theory
Ignacio Lobato
Andreas Blume
Robert Tamura
PROFESSIONAL ASSOCIATIONS
American Psychological Association
Association for Consumer Research
Society for Applied Research in Memory and Cognition
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COLLEGIAL ACTIVITIES
Ad-hoc reviewer for the Journal of Consumer Research, Journal of Marketing Research, Applied Cognitive
Psychology, Journal of Advertising, the Association for Consumer Research, the American Marketing
Association. Judge for the 1999 and 2000 Society for Consumer Psychology's best dissertation proposal.
REFERENCES
Elizabeth Loftus
Distinguished Professor
Dept. of Psychology and Social Behavior
University of California at Irvine
eloftus@uci.edu
Baba Shiv
Dept. of Marketing
Stanford University (previous email baba-shiv@uiowa.edu)
Gerald Zaltman
Professor Emeritus
Harvard Business School
Boston, Massachusetts 02163
gzaltman@hbs.edu
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