May 2005
Vita
Andrew Mitchell
PATRICIA ELLISON PROFESSOR OF MARKETING
JOSEPH L. ROTMAN SCHOOL OF MANAGEMENT
UNIVERSITY OF TORONTO
105 ST. GEORGE STREET
TORONTO, ONTARIO, CANADA
M5S 3E6
EDUCATION
Ph.D.
University of California, Berkeley (1973)
Dissertation: “An Exploration into the Relationship Between Benefit
Segmentation, Multidimensional Scaling and Brand Choice
Behavior Using an Expectancy Theory Framework”
B.A.
Arizona State University (1962)
Major: Philosophy/Psychology
Minor: Mathematics
BUSINESS EXPERIENCE
1963-1967
Honig-Cooper & Harrington advertising, San Francisco. Positions
included market analyst and account executive on the Italian Swiss Colony
and Levi Strauss accounts.
Summer 1969 Maxwell House Division of the General Foods corporation. Worked on a
benefit segmentation study of the coffee market, evaluated models for
predicting new product sales from test market panel data and designed a
new product information system for monitoring new products in test
market.
ACADEMIC EXPERIENCE
1972-1975
The Pennsylvania State University, Assistant Professor of Marketing in the
College of Business Administration
1975-1981
Carnegie-Mellon University, Assistant Professor of Marketing in the
Graduate School of Industrial Administration
1981-1984
Carnegie-Mellon University, Associate Professor of Marketing in the
Graduate School of Industrial Administration
1984-1986
University of Toronto, Associate Professor of Marketing in the Faculty of
Management Studies
1986-1995
University of Toronto, Patricia Ellison Professor of Marketing in the
Faculty of Management Studies
1995-1997
University of Toronto, Professor of Marketing in the Faculty of
Management Studies (voluntarily gave up the Patricia Ellison
Professorship so we could hire Ambar Rao)
1998-Present University of Toronto, Patricia Ellison Professor of Marketing in the
Rotman School of Management
RESEARCH INTERESTS
Use of theories and methodologies from Social Cognition, Cognitive
Psychology, and Artificial Intelligence to understand advertising effects,
consumer decision making, and the organisation of consumers’ knowledge
structures; Design of marketing decision support systems; Use of artificial
intelligence techniques to aid managerial decision making in marketing,
impact of technology on the practice of marketing.
GRADUATE LEVEL COURSES TAUGHT
A.
M.B.A. Courses:
Marketing Management, Managing Customer Relationships, Marketing
Models, Buyer Behaviour, Marketing Communications, Marketing
Research, Multivariate Statistics, Marketing Strategy and Managing
Customer Relations.
B.
Ph.D. Courses:
Research Seminar in Marketing Theory, Research Methodology in
Marketing, Marketing Theory I: Consumer Behaviour, Current Topics in
Consumer Behaviour.
Mitchell, Andrew
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RESEARCH AND PUBLICATIONS
A. Journal Articles
1. “Attitude Change or Attitude Formation? An Unanswered Question” (with D.
Chakravarti et al.), Journal of Consumer Research, 5 (1978) pp. 271-276.
2. “Judgement Based Marketing Decision Models: An Experimental Investigation of the
Decision Calculus Approach (with D. Chakravarti and R. Staelin), Management
Science, 25 (March, 1979) pp. 251-263.
3. “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand
Attitudes?” (with J. Olson), Journal of Marketing Research, 18 (1981) pp. 318-332.
4. “Judgement Based Marketing Decision Models: Problems and Possible Solutions”
(with D. Chakravarti and R. Staelin), Journal of Marketing, 45 (1981) pp. 13-23.
5. “The Effects of Nutritional Information Disclosure in Advertising: An Information
Processing Approach” (with M. Brucks and R. Staelin), Journal of Public Policy and
Marketing, 3 (1984) pp. 1-25.
6. “Strategy Induced Low Involvement Processing of Advertising Messages” (with M.
Gardner and J.E. Russo), Journal of Advertising, 14 (1985) pp. 4-12.
7. “The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes
and Attitude Toward the Advertisement,” Journal of Consumer Research, 13 (1986)
pp. 12-24.
8. The Use of Alternative Knowledge Acquisition Procedures in the Development of a
Knowledge Base Media Planning System” International Journal of Man-Machine
Studies, 26 (1987) pp. 399-411.
9. “The Effect of Advertising Repetition on Attitude Accessibility, Attitude
Confidence/Certainty and the Attitude-Behaviour Relationship” (with I. Berger),
Journal of Consumer Research, 16 (1989) pp. 269-279.
10. “Issues in the Development and Use of Expert Systems for Marketing Decisions”
(with J. Edward Russo and Dick Wittink), International Journal of Research in
Marketing, 8 (1991) pp. 41-50.
11. “When Worlds Collide: The Implications of Panel Data Based Choice Models for
Consumer Behaviour” (with R. Winer, et al.), Marketing Letters, 6 (1994).
12. “The Assessment of Alternative Measures of Consumer Expertise” (with P. Dacin),
Journal of Consumer Research, 23 (1996) pp. 219-239.
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13. “Auctions: Research Opportunities in Marketing” (with D. Chakravarti, et al.),
Marketing Letters, 13 (2002) pp. 281-296.
14. “The Moderating Effect of Product Knowledge on the Learning and Organization of
Product Information” (with E. Cowley), Journal of Consumer Research, 30 (2003),
pp. 443-454.
B. Chapters in Books
1. “A Discrete Maximum Principle Approach to a General Dynamic Market Response
Model” (with T. Morton and E. Zemel), In A. Zoltners (ed.), TIMS Studies in the
Management Sciences: Marketing Planning Models, Vol. 18, Amsterdam: North
Holland, 1982, pp. 117-140.
2. “Cognitive Processes Initiated by Exposure to Advertising,” In R. Harris (ed.),
Information Processing Research in Advertising, Hillsdale, NH: Lawrence Erlbaum
Associates, 1983, pp. 13-41.
3. “The Effect of Visual and Emotional Advertising: An Information Processing
Approach,” In L. Percy and A. Woodside (eds.), Advertising and Consumer
Behaviour, New York: Lexington Press, 1983, pp. 197-217.
4. “Concluding Remarks” (with L. Alwitt), In L. Alwitt and A. Mitchell (eds.),
Psychological Processes and Advertising Effects, Hillsdale, NH: Lawrence Erlbaum
Associates, 1985, pp. 273-393.
5. “The Relationship Between Advertising Recall and Persuasion: An Experimental
Investigation” (with A. Beattie), In L. Alwitt and A. Mitchell (eds.), Psychological
Processes and Advertising Effects, Hillsdale, NH: Lawrence Erlbaum Associates,
1985, pp. 129-155.
6. “Current Theoretical and Methodological Issues in Developing an Individual Level
Model of Advertising Effects,” In K. Sentis and J.C. Olson (eds.), Consumer
Psychology and Advertising, New York: Praeger, 1986, pp. 172-196.
7. “Measuring Knowledge Within a Domain” (with M. Chi), In P. Nagy (ed.),
Representation of Cognitive Structures, Toronto, Ontario: Ontario Institute for
Studies in Education, 1986, pp. 85-109.
8. “Current Perspective and Issues Concerning the Explanation of “Feeling” Advertising
Effects,” In S. Hecker and D. Stewart (eds.), Consumer Psychology and Advertising,
New York: Praeger, 1987, pp. 127-144.
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9. “The Development of a Knowledge Based Media Planing System,” In W. Gaul and
M. Schader (eds.), Data, Expert Knowledge and Decisions, New York: SpringerVerlag, 1988, pp. 67-79.
10. “Attitude Toward the Advertisement Effects Over Time and in Attitude Change
Situations,” In A.A. Mitchell (ed.), Advertising Exposure, Memory and Choice,
Hillsdale, N.H.: Lawrence Erlbaum Associates, 1993, pp. 209-238.
11. “A Framework for Understanding the Effect of Advertising Exposure on Choice”
(with P. Nedungadi and I. Berger), In A.A. Mitchell (ed.), Advertising Exposure,
Memory and Choice, Hillsdale, N.J.: Lawrence Erlbaum Associates, 1993, pp. 89116.
12. “Point of Sale Data in Consumer Goods Marketing: Transforming Marketing From an
Art to a Science” (with D. Ing), In Blattberg, R. Glazer, and J. Little (eds.), The
Information Revolution in Marketing, Harvard University Press, 1994, pp. 30-57.
13. “How Banner Ads Affect Brand Choice Without Click-Through” (with A.
Valenzuela), In K. Machlait and R. Yalch (eds.), Online Consumer Behavior,
Hillsdale, N.J.: Lawrence Erlbaum Associates, 2005, pp. 125-142.
C. Refereed Conference Papers
1. “The Process of Attitude Acquisition: The Value of a Developmental Approach to
Consumer Attitude Research” (With J.C. Olson), In Mary Jan Schlinger (ed.),
Advances in Consumer Research, Vol. 2, 1975, pp. 249-264.
2. “The Use of Restricted and Unrestricted Maximum Likelihood Factor Analysis to
Examine Alternative Measures of Brand Loyalty” (with J.C. Olson), In E.M. Mazze
(ed.), Marketing: The Challenges and Opportunities, Chicago: American Marketing
Association, 1975, pp. 181-186.
3. “Issues in Modelling the Carryover Effects of Advertising” (with R. Avery and R.
Winer), in K.L. Bernhardt (ed.), Marketing: 1976 and Beyond, Chicago: American
Marketing Association, 1976, pp. 473-477.
4. “Toward a General Dynamic Model of Market Response” (with T. Morton), In K.L.
Bernhardt (ed.), Marketing: 1976 and Beyond, Chicago: American Marketing
Association, 1976, pp. 639-643.
5. “A Cognitive Approach to Model Building and Evaluation” (with D. Chakravarti and
R. Staelin), In B.A. Greenberg and D.N. Ballenger (eds.), Contemporary Marketing
Thought, Chicago: American Marketing Association, 1977, pp. 213-218.
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6. “Cognitive Effects of Advertising Repetition” (with J.C. Olson), In William Perrault
(ed.), Advances in Consumer Research, Vol. 4, 1977, pp. 213-220.
7. “The Effects of Attacks and Inoculations in a Public Policy Context: A Cognitive
Structure Approach” (with M. Gardner and R. Staelin), In B.A. Greenberg and D.N.
Ballenger (eds.), Contemporary Marketing Thought, Chicago: American Marketing
Association, 1977, pp. 292-297.
8. “A General Procedure for Measuring the Effect of Promotions on Buying Behaviour”
(with S. Raj and R. Staelin), Proceedings of the Business and Economic Statistics
Section of the American Statistical Association Conference, 1977.
9. “Longitudinal Decision Studies Using a Process Approach: Some Results from a
Preliminary Experiment” (with R. Green and R. Staelin), In B.A. Greenberg and D.N.
Ballenger (eds.), Contemporary Marketing Thought, Chicago: American Marketing
Association, 1977, pp. 461-466.
10. “An Information Processing Approach to Cognitive Responses” (with J. Edell), In
S.C. Jain (ed.), Research Frontiers in Marketing: Dialogues and Directions, Chicago:
American Marketing Association, 1978, pp. 178-183.
D. Conference Papers
1. “Chronometric Analysis: An Introduction and an Application to Low Involvement
Perception of Advertisements”(with M. Gardner and J. Russo), In H.K. Hunt (ed.),
Advances in Consumer Research, Vol. 5, Ann Arbor: Association for Consumer
Research, 1978, pp. 581-589.
2. “The Effect of Information on Consumer and Market Behaviour: Summary and
Discussion,” In Andrew A. Mitchell (ed.), The Effect of Information on Consumer
and Market Behaviour, Chicago: American Marketing Association, 1978, pp. 103107.
3. “An Information Processing View of Consumer Behaviour,” In S.C. Jain (ed.),
Research Frontiers in Marketing: Dialogues and Directions, Chicago: American
Marketing Association, 1978, pp. 188-197.
4. “Information, Uncertainty and Advertising Effects” (with R. Avery), In Andrew A.
Mitchell (ed.), The Effect of Information on Consumer and Market Behaviour,
Chicago: American Market Association, 1978, pp. 22-26.
5. “Involvement: A Potentially Important Mediator of Consumer Behaviour,” In William
Wilkie (ed.), Advances in Consumer Research, Vol. 6, Ann Arbor: Association for
Consumer Research, 1979, pp.191-196.
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6. “Predicting Choice with Preference Functions Estimated from Perceptions of Brands
within a Product Category,” In Allan Shocker (ed.), Analytic Approaches to Product
and Marketing Planning, Cambridge: Marketing Science Institute, 1979, pp. 368-387.
7. “A Procedure for Parameterizing Decision Calculus Models of Dynamic Market
Response” (with D. Chakravarti and R. Staelin), In R. Leone (ed.), Proceedings:
Market Measurement and Analysis, 1980, pp. 135-146.
8. “The Relationship Between Cognitive Processes and Cognitive Structures,” In I.
Ross (ed.), Proceedings, Division 23 Program (IV) Annual Convention, American
Psychological Association, Vol. IV, 1980.
9. “Two Experiments Assessing the Efficacy of Judgement Based Models in Aiding
Marketing Decisions” (with D. Chakravarti and R. Staelin), In D.B. Montgomery and
D.R. Wittink (eds.), Marketing Measurement and Analysis, Cambridge: Marketing
Science Institute, 1980, pp. 531-550.
10. “Using an Information Processing Approach to Understand Advertising Effects,” In
J.C. Olson (ed.), Advances in Consumer Research, Vol. 7, Ann Arbor: Association
for Consumer Research, 1980, pp. 171-177.
11. “Affect and Semantic Memory,” In M. Goldberg and G. Gorn (eds.), Proceedings,
Division 23 Program, 88th (IV) Annual Convention, American Psychological
Association, Vol. X, 1981.
12. “The Dimensions of Advertising Involvement,” In K. Monroe (ed.), Advances in
Consumer Research, Vol. 8, Ann Arbor: Association for Consumer Research, 1981,
pp. 25-30.
13. “Knowledge Structures, Production Systems and Decision Strategies” (with M.
Brucks), In K. Monroe (ed.), Advances in Consumer Research, Vol. 8, Ann Arbor:
Association for Consumer Research, 1981, pp. 750-757.
14. “The Applicability of Computational Process Models for Representing Consumer
Behavior” (with T. Smith), In A. Mitchell (ed.), Advances in Consumer Research,
Vol. 9, Ann Arbor: Association for Consumer Research, 1982, pp. 125-131.
15. “A Computational Process Model of Evaluation Based on the Cognitive Structuring
of Episodic Knowledge” (with T. Smith and R. Meyer), In A. Mitchell (ed.),
Advances in Consumer Research, Vol. 9, Ann Arbor: Association for Consumer
Research, 1982, pp. 136-143.
16. “Models of Memory: Implications for Measuring Knowledge Structures” In A.
Mitchell (ed.), Advances in Consumer Research, Vol. 9, Ann Arbor: Association for
Consumer Research, 1982, pp. 45-51.
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17. “The Measurement of Declarative Knowledge” (with P. Dacin), In R. Lutz (ed.),
Advances in Consumer Research, Vol. 13, Ann Arbor: Association for Consumer
Research, 1986, pp. 454-459.
18. “Some Issues Surrounding the Effects of ‘Feeling’ Advertisements” In R. Lutz (ed.),
Advances in Consumer research, Vol. 13, Ann Arbor: Association for Consumer
Research, 1986, pp. 623-628.
19. “The Effect of Banner Advertisements on Judgment and Choice” (with A.
Valenzuela), In S. Broniarczyk (ed.), Advances in Consumer Research, Vol. 29,
Provo, UT: Association for Consumer Research, 2002, 257-258.
20. “A Model of Brand Evaluation Formation with Memory Based Context Effects” (with
P. Dacin), In S. Broniarczyk (ed.), Advances in Consumer Research, Vol. 29, Provo,
UT: Association for Consumer Research, 2002, 458-459.
21. “Resolving Goal Conflict: The Effect of Regulatory Focus on Product Choice” (with
M. Zhang), In B. Kahn and M.F. Luce (eds.), Advances in Consumer Research, Vol.
30 (forthcoming).
22. “The Relation Between Implicit and Explicit Attitudes and Spontaneous Choice”
(with M.A. Dempsey), In B. Kahn and M.F. Luce (eds.), Advances in Consumer
Research, Vol. 30 (forthcoming).
23. “Alternative Theoretical Positions on Implicit Attitudes” (with P.M. Herr and M.A.
Dempsey), In B. Kahn and M.F. Luce (eds.), Advances in Consumer Research, Vol.
30 (forthcoming).
24. “Brands as Means in Consumer Goal Systems” (with M. Zhang), In G. Menon and A.
Rao (eds.), Advances in Consumer Research, Vol. 31 (forthcoming).
25. “What do Novices Learn?” (with E. Cowley), In G. Menon and A. Rao (eds.),
Advances in Consumer Research, Vol. 31 (forthcoming).
E. Edited Proceedings
1. The Effect of Information on Consumer and Market Behaviour, Chicago: American
Marketing Association, 1978.
2. Advances in Consumer Research, Vol. 9, Ann Arbor: Association for Consumer
Research, 1982.
3. Enhancing Knowledge Development in Marketing, Vol. 5, Chicago: American
Marketing Association, 1994.
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F. Edited Books
1. Psychological Processes and Advertising Effects (with L. Alwitt), Hillsdale, NJ:
Lawrence Erlbaum Associates, 1985.
2. Advertising Exposure, Memory and Choice, Hillsdale, N.J.: Lawrence Erlbaum
Associates, 1993.
G. Papers Reprinted in Books
1. “The Process of Attitude Acquisition: The Value of a Developmental Approach to
Consumer Attitude Research” (with J.C. Olson), In Wallendorf and G. Zaltman (eds.),
The Consumer Behaviour of Individuals and Organisations, New York: John Wiley
& Sons, 1979.
2. “The Use of Alternative Knowledge Acquisition Procedures in the Development of a
Knowledge-Based Media Planing System,” In J. Boose and B. Gaines (eds.),
Knowledge Acquisition for Knowledge Based Systems, London: Academic Press,
1988.
H. Papers Submitted for Publication
1. “Nonconscious Affect: The Influence of Implicit Attitudes on Consumer Choice
When Confronted with Conflicting Attribute Information” (with M. Dempsey).
Submitted to the Journal of Consumer Research.
2. “The Effect of Focus of Attention on Product Recall, Consideration and Choice”
(with M. Lee and C. Yoon). Submitted to the Journal of Marketing Research.
3. “The Effect of Usage Situations on Memory Based Choice” (with K. Suk). Currently
being revised for resubmission to the Journal of Consumer Research.
4. “Apples or Ice Cream: When Regulatory Focus Resolves Goal Conflicts” (with M.
Zhang). Manuscript to be submitted to the Journal of Consumer Research.
5. “A Model of Constrained Choice” (with S. Chung). Manuscript being prepared for
submission to the Journal of Consumer Research.
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I. Research Grants
1. Research initiation grant from the Pennsylvania State University entitled “Mass
Communication Effects on Attitude Formation and Change Processes” (with Jerry C.
Olson), Spring, 1974.
2. Research grant from the Centre for Research, College of Business Administration, the
Pennsylvania State University entitled “A Theoretical and Empirical Study
Examining the Necessary Condition for and a Method for Determining the Optimal
Marketing Mix” (with Gary A. Kochenberger), Spring, 1974.
3. Instructional grant from the College of Business Administration, the Pennsylvania
State University to convert a number of computer programs from BASIC to APL for
use in on-line computer cases for undergraduate and graduate courses, Fall, 1974.
4. National Research Foundation Grant to use an information processing approach to
study consumer decision making (with E.J. Russo and R. Staelin). Grant is for
$350,000 and lasts three years, Spring, 1977.
5. Marketing Science Institute Grant (with J.C. Olson) to develop an individual level
concept model of advertising effects, June, 1979. Grant is for $4,000.
6. Department of transportation Grant (with T. Smith) to investigate the effect of
knowledge on decision making, September, 1981. Grant is for $9,300.
7. Marketing Science Institute (with A. Sathi and C. Spaulding) to develop a model of
the media planning process and identify the critical variables that affect the
development of a media plan, May, 1985. Grant is for $6,500.
8. Social Sciences and Humanities Research Council of Canada (with I. Berger) to test a
2-stage model of the process by which attitudes guide behaviour, April, 1988. Grant
is for $11,200.
9. Social Sciences and Humanities Research Council of Canada (with P. Nedungadi) to
develop and test a model linking advertising exposure to brand choice, April, 1991.
Grant is for $43,000.
10. University Research Incentive Fund to fund the research program of the Canadian
Centre for Marketing Information Technologies, May, 1991, Grant is for $662,000.
11. Social Sciences and Humanities Research Council of Canada to examine the
relationship between perceptual fluency, recognition and judgement. April, 1998.
Grant is for $48,000.
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J. Current Research in Progress
1. Private Value Auction Models (with Teck Ho). In this research we are testing the
assumption of private value auction models.
2. Interrupt of Automatic Processes (with D. Walsh). It has been argued that when goals
are activated, automatic processes to achieve these goals cannot be interrupted by
external stimuli. This research examines whether or not this occurs.
3. Neuroscience Study of Moods (with A. Isen). Numerous studies indicate that
individuals process information differently when individuals are in a positive mood,
however, there is little understanding of exactly how moods affect brain functions. In
this research, we plan to use fMRI studies to understand this.
4. Causes of the Attraction Effect. This research examines alternative explanations of
attraction effects. More specifically, it examines whether these effects occurs under
perceptual processing conditions or whether elaborative processing is required.
5. The Effects of Mood on Ambiguous Choice (with G. Iyer). In this research we will
examine how positive and negative moods influence ambiguous choice.
6. Effects of Attribute Priming on Stimulus Based Choice (S. Chung). This research
finds that attribute priming affects stimulus based choice under certain conditions.
7. The Effect of Knowledge on the Learning and Organization of Digital Camera
Information (with E. Cowley). The studies examine how knowledge about digital
cameras and photography influences what information consumers learn, how they
organize it and what information they use to make judgments.
RESEARCH CENTRES
Helped organize and obtain funding for the Centre for Marketing Information
Technologies in the Faculty of Management at the University of Toronto. The mission of
the Centre is to conduct research on the use of electronic point of sale data by retailers
and manufactures for the development and evaluation of marketing programs and to
improve the efficiency of distribution systems. The Centre is supported by nine Canadian
Corporations and the Province of Ontario who have committed $1,685,494 in funds and
equipment for 1991 through 1995. Served as Executive Director of the Centre.
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PHD STUDENT SUPERVISION
1.
Dissertation Chairman: Meryl Gardner (NYU), Merrie Brucks, (UNC), Ida
Berger, (Queen’s U), Peter Dacin (U of Wisconsin), Karen Finlay (U of Guelph),
Khai Lee (U of Singapore), Angela Lee (Northwestern University), Ganesh Iyer
(Washington University), David Soberman (INSEAD), Pradeep Bhardwaj
(UCLA), Michelle Lee (SMU), Seh-Woong Chung (INSEAD), Jin Gyo Kim
(MIT), Marcus Lee (SMU) and Kwanho Suk (University of California, Riverside).
2.
Dissertation Committee Member: Russ Winer (Columbia), Dipanker Chakravarti
(U. of Florida), S.P. Raj (U. of Syracuse), Julie Edell (Duke), Jinn-Tsar Teng,
Operations Research (U. of Connecticut) Ruth Bolton (UBC), Ann Beattie,
Psychology (Columbia), M. Lambkin Coyle, (University College).
3.
Awards won by Ph.D. Students: Meryl Gardner, AMA Dissertation Proposal
Grant, 1976; Merrie Brucks, ACR Dissertation Proposal Grant, 1976; Merrie
Brucks, Robert Ferber Award, 1984; Merrie Brucks, Honourable Mention: JCR
Award, 1987; Ida Berger, Honourable Mention, AMA Dissertation Award, 1987;
Finalist: Robert Ferber Award, 1987.
4.
Articles Published by Ph.D. students from their dissertations:
a)
Meryl Gardner (1983) “Advertising Effects on Attributes Recalled and
Criteria Used for Brand Evaluations,” Journal of Consumer Research, 10,
pp. 310-318.
b)
Meryl Gardner (1985) “Does Attitude Toward the Ad Affect Brand
Attitude Under a Brand Evaluation set?” Journal of Marketing Research,
22, pp. 192-198.
c)
Merrie Brucks (1985) “The Effects of Product Class Knowledge of
Information Search Behaviour,” Journal of Consumer Research, 12, pp. 116, (Robert Ferber Award, 1984; Honourable Mention: JCR Award,
1987).
d)
Ida Berger (1989) “The Effect of Advertising Repetition on Attitude
Accessibility, Attitude Confidence/Certainty and the Attitude Behaviour
Relationship, Journal of Consumer Research, 16, pp. 269-279, (Finalist for
the Robert Ferber Award, 1987).
e)
Ganesh Iyer (1998) “Coordinating Channels Under Price and Non-Price
Competition,” Marketing Science, 17, pp. 338-355. (Nominated for the
John D.C. Little Award for the best article published in Marketing Science
or Management Science in 1998).
f)
Pradeep Bhardwaj (2001) “Delegating Pricing Decisions”, Marketing
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Science, 20, pp.143-169.
g)
Elizabeth Cowley (2003) “The Moderating Effect of Product Knowledge
on the Learning and Organization of Product Information”, Journal of
Consumer Research, 30, pp. 443-454.
SERVICE
1. Member of the Editorial Review Board of the Journal of Consumer Psychology and
Psychology and Marketing.
2. Occasional reviewer for Management Science, Journal of Marketing Research,
Journal of Consumer Research, Marketing Science, The Journal of the Academy of
Marketing Science, Journal of Marketing and the Journal of Interactive Marketing.
3. Discussant at the American Marketing Association Educators’ Conference in 1974,
1976, 1980, 1982.
4. Discussant at the Association for Consumer Research Conference, 1978.
5. Reviewed papers for the American Marketing Association Educations’ Conference in
1976-1978, 1980, 1981, 1983-1997.
6. Reviewed papers for the Association for Consumer Research Conference, 1978-1980,
1982-1985, 1987, 1988, 1990-1997, 1999-present.
7. Reviewed dissertation abstracts for the American Marketing Association’s
Dissertation Awards, 1976, 1982, 1983, 1985, 1987, 1989-1994.
8. Reviewed dissertation abstracts for the American Marketing Association for the
awarding of dissertation grants, 1978-1979.
9. Organized conference which was jointly sponsored by the American Marketing
Association and Carnegie-Mellon University entitled “the Effect of Information on
Consumer and Market Behaviour”. The purpose of the conference was to bring
together researchers using an information perspective in the areas of economics,
consumer psychology, and public policy, 1977.
10. Chairman and discussant of a session at the Allied Social Sciences Conference in
New York, 1977.
11. Organized a session on “Information Processing” at the American Marketing
Association Educators Conference, 1978.
12. Organized and chaired a session on “Information Processing” at the Association for
Consumer Research Conference, 1979.
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13. Member of the Scientific and Professional Affairs Committee of Division 23,
American Psychological Association, 1980.
14. Member of the Program Committee for the Association for Consumer Research
Conference: 1980, 1989, and 1995.
15. Organized and chaired a session on “New Directions in Consumer Attitude Research”
at the American Psychological Association Conference, 1980.
16. Organized and chaired a session on “Behavioural Research on Consumer Decision
Making” at the Association for Consumer Research Conference, 1980.
17. Organized the Association for Consumer Research Conference, 1981.
18. Reviewed papers for the selection of the best paper submitted to the Consumer
Behaviour Track for the AMA Educators’ Conference, 1982.
19. Organized and chaired a session (with E. Johnson) on the “Behavioural Issues in the
Design of Marketing Decision Support System” at the Association for Consumer
Research Conference, 1982.
20. Organized and chaired a session on “The Effect of Knowledge on Consumer
Information Processing Activities” at the Association for Consumer Research
Conference, 1982.
21. Member of the Faculty Senate, Carnegie-Mellon University, 1980-1981, 1981-1982,
1982-1983.
22. Organized a conference on “Advertising and Consumer Psychology” Sponsored by
Division 23 of the American Psychological Association, Marketing Science Institute,
and the Leo Burnett Company (with L. Alwitt), 1983.
23. Member of the Nominations Committee for the Association for Consume Research,
1983.
24. Member of the Advertising Steering Group, Marketing Science institute, 1984-1990.
25. Co-Chairman of the Advertising Steering Group, Marketing Science Institute, 1984.
26. Reviewed dissertation proposals for the awarding of the MSI dissertation proposal
grants, 1984, 1985, 1989-1991.
27. Organized a session on “New Directions in Copy Testing” at the Association for
Consumer Research Conference, 1984.
28. Organized and chaired a session on “New Directions in Attitude Theory Research” at
the Association for Consumer Research Conference, 1984.
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29. Arrangements Chairman of the Association for Consumer Research Conference in
Toronto, Ontario in 1986.
30. Organized and chaired a session (with D. Aaker) on “Theoretical and Applied
Perspectives in Understanding the Effect of Emotional Advertising” at the
Association for Consumer Research Conference, 1985.
31. Organized and chaired a session (with A. Beattie) on “The Use of Alternative
Measures of Memory for Understanding Advertising Effects” at the Association for
Consumer Research Conference, 1985.
32. Member of the Pilot Committee for the Marketing Science Institute, 1986.
33. Member of the Program Committee for the Marketing Science Conference which was
held in Jouy-en-Josas, France, 1986.
34. Member of Faculty for the 1986 and 1991 American Marketing Association Doctoral
Consortiums.
35. Organized and chaired a session on “Theoretical and Methodological Issues in Mood
Research” at the Association for Consumer Research Conference, 1986.
36. Reviewed papers for the American Psychological Association Conference, Division
23, 1987.
37. Organized and chaired a session on “The Development of Artificial Intelligence
Systems in Marketing” at the Marketing Science Conference, Seattle, Washington,
1988.
38. Member of the Academic Board, University of Toronto, 1988-1989.
39. Organized the eighth annual “Advertising and Consumer Psychology Conference”
sponsored by Division 23 of the American Psychological Association, the Marketing
Science Institute and the Leo Burnett Company, Ltd., 1989.
40. Organized and chaired a session on “Accessibility and Choice” at the Association for
Consumer Research Conference, Chicago, Ill., 1991.
41. Member of the Information Technology Steering Committee for the Marketing
Science Institute, 1991, 1992.
42. Co-Chair of the 1994 American Marketing Association Educators Conference, San
Francisco, CA.
43. Member of the Decanal Search Committee, University of Toronto, 1992, 1998.
44. Member of the Complement Planning Committee, Rotman School of Management,
1996 – 1999.
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45. Area Coordinator, Marketing, Rotman School of Management, 1989 – present.
46. Member of the Commerce and Finance Program Committee, 1999.
47. Organized and chaired a Special Topic Session on “Context Effects in Consumer
Judgments” at the Association for Consumer Research Conference, Austin, TX, 2001.
48. Organized and chaired a Special Topic Session on “Implicit Measures of Consumer
Judgments and Choice”, at the Association for Consumer Research Conference,
Toronto, ON, 2003.
49. Organized and chaired a Special Topic Session on “The Application of Goal Systems
Theory to Consumer Behavior”, at the Association for Consumer Research
Conference, Portland, OR, 2004.
CONSULTING
1. Developed a techno-economic forecast of the impact of micrographics on the printing
industry for the Graphic Arts Technical Centre, 1977.
2. Analysed data and prepared a final reports for that Federal Trade Commission on the
effect of providing product warranty information in advertisements, 1983.
3. Expert witness in the Coors Brewing Co. v: Miller Brewing Co. Anti Trust Case
(C.V. No. 94-WY-728-AJ), 1996.
4. Developed a theoretical model of consumer soft drink purchase behaviour based on
current theories of memory from social cognition and cognitive psychology, which
identifies the impact of advertising and promotion on purchase behaviour for Coca
Cola, USA. The model is being used to develop market segmentation, advertising and
promotion strategies, 1997.
AWARDS
Selected to represent the University of California, Berkeley, at the AMA
doctoral Consortium, 1971.
Received the MBAA “Excellence in Teaching Award”, the Pennsylvania State
University, Summer 1973.
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PROFESSIONAL MEMBERSHIPS
American Marketing Association
Association for Consumer Research
American Psychological Association
American Psychological Society
The Institute of Management Science
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