IN for Faculty and Staff IN for MBA Students
 
"Consumers aren't simply passive vessels filled each day by advertising. They're active participants in the marketplace, and their behavior is shaped as much by internal beliefs and biases as by any external influence engineered by marketers. They're often agents of their own persuasion."

 

 

 

 
Mark Forehand
Associate Professor of Marketing
Pigott Family Professor in Business Administration

PhD, Stanford University, 1997
BA, Stanford University, 1992


Phone:   
 (206) 685-1955 Mailing Address:
Fax:
 206-543-7472 Michael G. Foster School of Business
Office:
Email:
 205 Mackenzie Hall
forehand@u.washington.edu
 Marketing and International Business Department
Box 353200
Seattle, WA 98195-3200
     
Faculty Personal Web Page:   http://faculty.washington.edu/forehand/index.htm


Specialties

    Implicit cognition, consumer social identity, advertising response, and brand management.

Positions Held

    At the University of Washington since 1997.

Selected Publications

  • "Decomposing IAT-measured Self-Associations: The Relative Influence of Semantic Meaning and Valence," with Andrew Perkins, Social Cognition, Vol. 24, No. 4, 2006, pp. 387-408.

  • "On Self-Referencing Differences in Judgment and Choice," with Sanjay Sood, Organizational Behavior and Human Decision Processes, Vol. 98, 2005, pp. 144-154.

  • "Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voiceovers," with Andrew Perkins, Journal of Consumer Research, Vol. 32, No. 3, 2005, pp. 435-441.

  • “Endorsements as Voting Cues: Heuristic and Systematic Processing in Initiative Elections,” with John Gastil and Mark A. Smith, Journal of Applied Social Psychology, Vol. 34, No. 11, 2004, pp. 2215-2233.

  • “When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism,” with Sonya Grier, Journal of Consumer Psychology, Vol. 13, No. 3, 2003, pp. 349-356.

  • “Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response,” with Rohit Deshpandé and Americus Reed II, Journal of Applied Psychology, Vol. 87, No. 6, 2002, pp. 1086-1099.

  • “What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response,” with Rohit Deshpandé, Journal of Marketing Research, Vol. 38, No. 3, 2001, pp. 336-348.

  • “Extending Overjustification: The Effect of Perceived Reward Giver Intention on Response to Rewards,” Journal of Applied Psychology, Vol.85, No. 6, 2000, pp. 919-931.

Current Research

    Implicit attitude formation and measurement, consumer social identity and advertising response.

Honors and Awards

    Research:
    CDC P01 Grant for Center for Health Marketing and Communication (2006)
    Marguerite Reimers Endowed Research Fellowship (2006, 2005)
    Dempsey Faculty Research Fellowship (2004)
    University of Washington Royalty Research Grant (2001)

    Teaching:
    MBA elective Professor of the Year (2009)
    Undergraduate Faculty of the Year for Marketing, International Business and Entrepreneurship
    (2008)

    MBA Elective Professor of the Quarter for Winter (2008, 2009)
    MBA Elective Professor of the Quarter for Spring (2007)
    PACCAR Award for Teaching Excellence (2006)
    MBA Professor of the Year (2006)
    MBA Elective Professor of the Year (2006, 2002)
    Evening MBA Elective Professor of the Year (2005)
    Dean's Citizenship Award (2004)
    Well's Fargo / Dean's Faculty Award for Undergraduate Teaching (1999)

Selected Consulting Experience

  • Expert testimony on branding, research methods, and perceptual biases
  • General Mills, corporate image analysis
  • American Red Cross, volunteer resource development





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