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Faculty Directory

Richard Yalch
Office: 511
Phone: 206-543-1944
Fax: 206-543-7472

Curriculum vitae:

Foster School of Business
University of Washington
Box: 353226
Seattle, WA 98195-3226

The costly consequences of untrue commercial rumors and misleading televised infomercials challenges the assumption that consumers are unaffected by false information. The internet also provides the public with an abundance of dubious yet influential information. My research shows that ignoring false claims when individuals make their product decisions requires conscious thought. It does not happen automatically.

Featured Research

The Foster Why

Richard Yalch

Professor Emeritus of Marketing


PhD Northwestern University (1974)
MS Carnegie Mellon University (1970)
BS Carnegie Mellon University (1970)

Academic Expertise

business to consumer marketing

Current Research

Brand rumors, Infomercials, Sharp versus round number, Implicit information processing

Positions Held

At the University of Washington since 1974
Micron Foundation Visiting Professor of Marketing, Boise State University, 2001-2003
Visiting professor at Northwestern University, 1980-1981

Selected Publications

  1. The SMAART Scale: A Test of Individuals’ Automatic Access to Secondary Meanings in Polysemous Statements (forthcoming)
    Journal Article:Dimofte, C.V., & Yalch, R.F., (2007). Journal of Consumer Psychology, Vol. 17(1), pp. 49-58.
  2. Consumer Response to Polysemous Brand Slogans (forthcoming)
    Journal Article:Dimofte, C.V., & Yalch, R.F., (2007). Journal of Consumer Research,
  3. Applying Social Cognition to Consumer Focused Strategy
    Book:Kardes, F.R., Herr, P.M., & Nantel, J., (2005). Lawrence Erlbaum Associates pp. 281-296.
  4. Online Consumer Psychology
    Book:Haugtvedt, C., & Machleit, K., (2005). Understanding How to Interact with Consumers in the Virtual World. Lawrence Erlbaum Associates


Various law firms and government agencies, expertise on deceptive advertising, product liability, trademark and trade dress
Northwest Research Group, marketing research

Honors and Awards

Named one of top 100 Academic Researchers in Marketing by Marketing Educator

Academic Service

Director of Computer Policy (1996-2000)
Associate editor of the Journal of Consumer Research (1996-1999)
Editorial review board, Journal of Marketing, 1979-1987
Editorial review board, Journal of Consumer Research, 1982-1987, & 1994-present
Editorial review board, Current Issues & Research in Advertising, 1985-present
Editor of Association for Consumer Research Newsletter, 1983-1985
Director of Doctoral Program, 1983-1986