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, 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)
Well's Fargo / Dean's Faculty Award for Undergraduate Teaching (1999)

Selected Publications
Cunha, Marcus, Mark Forehand and Justin Angle (2014), “Riding Coattails: When Co-branding Helps versus Hurts Less Known Brands,” Journal of Consumer Research, 41 (5), pp. 1267-1283.

Americus Reed II, Mark Forehand, Stefano Putoni and Luk Warlop (2013), “Identity-Based Consumer Behavior,” International Journal of Research in Marketing, 29 (4), 310-321.

Perkins, Andrew and Mark Forehand (2012), “Implicit Self-Referencing: The Effect of Non-volitional Self-association on Brand and Product Attitude,” Journal of Consumer Research, 39 (1), pp. 142-156. (equal authorship).

Mercurio, Kathryn and Mark Forehand (2011), “An Interpretive Frame Model of Identity Dependent Learning: The Moderating Role of Content – Identity Association,” Journal of Consumer Research, 38 (3), pp. 555-577.

Forehand, Mark R, Andrew Perkins and Americus Reed II (2010), “When are Automatic Social Comparisons not Automatic? The Effect of Cognitive Systems on User Imagery-Based Self-Concept Activation,” Journal of Consumer Psychology, 21, pp. 88-100.

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:559 Paccar Hall
Web:Curriculum Vitae

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."