Mark Forehand

Mark Forehand

Professor of Marketing
Pigott Family Professor in Business Administration

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

Implicit cognition, consumer social identity, public health marketing, and brand management.

Positions Held
At the University of Washington since 1997.

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

Honors and Awards
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)

MBA Elective Professor of the Year (2002, 2006, 2008, 2009, 2010, 2011)
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)
Well's Fargo / Dean's Faculty Award for Undergraduate Teaching (1999)

Selected Publications

“Implicit Self-Referencing: The Effect of Non-volitional Self-association on Brand and Product Attitude,” with Andrew Perkins, Journal of Consumer Research (equal authorship), forthcoming.

“An Interpretive Frame Model of Identity Dependent Learning: The Moderating Role of Content – Identity Association,” Journal of Consumer Research, Vol. 38, No. 3, 2011, pp. 555-577.

“When are Automatic Social Comparisons not Automatic? The Effect of Cognitive Systems on User Imagery-Based Self-Concept Activation,” Journal of Consumer Psychology, Vol. 21, 2010, pp. 88-100.

"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.

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

Contact Information

Office:459 Paccar Hall

Mailing Address

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

"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."