Richard Yalch

Professor of Marketing

PhD, Northwestern University, 1974
MS, Carnegie-Mellon University, 1970
BS, Carnegie-Mellon University, 1970

Specialties
Consumer behavior, branding, internet marketing, crisis management.

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 (1980-81)

Current Research
Brand rumors, infomercials, sharp versus round number, implicit information processing.

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 of:
Journal of Marketing (1979-1987)
Journal of Consumer Research (1982-1987, 1994-present)
Current Issues & Research in Advertising (1985-present)

Editor of Association for Consumer Research Newsletter (1983-1985)

Director of Doctoral Program (1983-86)

Selected Publications
"Consumer Response to Polysemous Brand Slogans," with C. Dimofte, Journal of Consumer Research, March, 2007, forthcoming.

“The SMAART Scale: A Test of Individuals’ Automatic Access to Secondary Meanings in Polysemous Statements,” with C. Dimofte, Journal of Consumer Psychology, January 2007, forthcoming.

"Understanding How to Interact with Consumers in the Virtual World with Curt Haugtvedt and Karen Machleit," Online Consumer Psychology, Lawrence Erlbaum Associates, 2005.

“Consumer Response to False Information: Is Believability Necessary for Persuasion?,” with C. Dimofte, in (eds.) Frank Kardes, Paul Herr & Jacques Nantes, Applying Social Cognition to Consumer Focused Strategy, New Jersey: Lawrence Erlbaum Associates, 2005, pp. 281-296.

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

Contact Information

Phone:	206-543-1944
Fax:	206-543-7472
Office:	561 Paccar Hall
Email:	ryalch@u.washington.edu
Web:	Richard Yalch CV

Mailing Address
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.”