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Faculty Directory

Mark Forehand
Office: 559
PACCAR Hall
Phone: 206-685-1955
Fax: 206-543-7472
Email: forehand(at)uw.edu

Curriculum vitae:

Foster School of Business
University of Washington
Box: 353226
Seattle, WA 98195

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

Professor of Marketing
Chair of the Department of Marketing and International Business
Pigott Family Professor in Business Administration

Education

PhD Stanford University (1997)
BA Stanford University (1992)

Academic Expertise

advertising
brand management
business to consumer marketing
consumer behavior
consumer segmentation

Industries

Advertising
Public Health

Current Research

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

Selected Publications

  1. “The Many-Faced Consumer: The Effects of Inter Identity Competition and Association on Identity Prime Response“
    Journal Article:Saint Clair, J. and Mark Forehand, (2020). Journal of Consumer Research, Vol. 46 (6), pp. 1011-1030.
  2. “Egocentric Improvement Evaluations: Change in the Self as an Anchor for Brand Improvement Judgments“
    Journal Article:Dagogo-Jack, Sokiente and Mark Forehand, (2018). Journal of Marketing Research, Vol. 55 (6), pp. 934-950.
  3. “Activating Stereotypes with Brand Imagery: The Role of Viewer Political Identity“
    Journal Article:Angle, Justin, Sokiente Dagago-Jack, Mark Forehand and Andrew Perkins, (2017). Journal of Consumer Psychology, Vol. 27(1), pp. 84-90.
  4. “It’s Not Us, It’s You: How Threatening Self-brand Association Leads to Brand Pursuit“
    Journal Article:Angle, J., Forehand, M., (2016). International Journal of Research in Marketing,
  5. “The Ebb and Flow of Consumer Identities: The Role of Memory, Emotions and Threats“
    Journal Article:Reed II, A., Forehand, M., (2016). Current Opinion in Psychology,
  6. “Riding Coattails: When Co-branding Helps versus Hurts Less Known Brands“
    Journal Article:Cunha, M., Forehand, M., Angle, J., (2015). Journal of Consumer Research, Vol. 41(5), pp. 1267-1283.
  7. “Identity-Based Consumer Behavior“
    Journal Article:Reed II, A., Forehand, M., Putoni, S., Warlop, L., (2012). International Journal of Research in Marketing, Vol. 29(4), pp. 310-321.
  8. “Implicit Self-Referencing: The Effect of Non-volitional Self-association on Brand and Product Attitude“
    Journal Article:Forehand, M., & Perkins, A., (2012). Journal of Consumer Research, Vol. 39(1), pp. 142-156.
  9. “An Interpretive Frame Model of Identity Dependent Learning: The Moderating Role of Content – Identity Association“
    Journal Article:Forehand, M., (2011). Journal of Consumer Research, Vol. 38(3), pp. 555-577.
  10. “When are Automatic Social Comparisons not Automatic? The Effect of Cognitive Systems on User Imagery-Based Self-Concept Activation“
    Journal Article:Forehand, M., (2010). Journal of Consumer Psychology, Vol. 21, pp. 88-100.
  11. “Decomposing IAT-measured Self-Associations: The Relative Influence of Semantic Meaning and Valence“
    Journal Article:Forehand, M., & Perkins, A., (2006). Social Cognition, Vol. 24(4), pp. 387-408.
  12. “Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voiceovers“
    Journal Article:Forehand, M., & Perkins, A., (2005). Journal of Consumer Research, Vol. 32(3), pp. 435-441.
  13. “On Self-Referencing Differences in Judgment and Choice“
    Journal Article:Forehand, M., & Sood, S., (2005). Organizational Behavior and Human Decision Processes, Vol. 98, pp. 144-154.
  14. “Endorsements as Voting Cues: Heuristic and Systematic Processing in Initiative Elections“
    Journal Article:Forehand, M., Gastil, J. & Smith, M.A., (2004). Journal of Applied Social Psychology, Vol. 34(11), pp. 2215-2233.
  15. “When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism“
    Journal Article:Forehand, M., & Grier, S., (2003). Journal of Consumer Psychology, Vol. 13(3), pp. 349-356.
  16. “Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response“
    Journal Article:Forehand, M., Deshpandé, R., & Reed II, A., (2002). Journal of Applied Psychology, Vol. 87(6), pp. 1086-1099.
  17. “What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response“
    Journal Article:Forehand, M., & Deshpandé, R., (2001). Journal of Marketing Research, Vol. 38(3), pp. 336-348.
  18. “Extending Overjustification: The Effect of Perceived Reward Giver Intention on Response to Rewards“
    Journal Article:Forehand, M., (2000). Journal of Applied Psychology, Vol. 85(6), pp. 919-931.

Consulting

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

Honors and Awards

Research:
PhD Mentor of the Year, 2012
Pigott Family Professorship, 2009-present
Robert Wood Johnson Fund Grant 66956, 2009
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, 2002, 2006, 2008, 2009, 2010, 2011, 2012, 2014
Ron Crockett Award for Graduate Teaching, 2013
Undergraduate Faculty of the Year for Marketing, International Business and Entrepreneurship, 2008
Undergraduate Professor of the Year, 2008
PACCAR Award for Teaching Excellence, 2006
MBA Professor of the Year, 2006
Evening MBA Elective Professor of the Year, 2005
Dean's Citizenship Award, 2004
Distinguished Teaching Award Finalist, University-wide teaching award, 2001
Wells Fargo / Dean's Faculty Award for Undergraduate Teaching, 1999