Wayne Hoyer - The University of Texas at Austin, McCombs School of Business. Austin, TX, US

Wayne Hoyer Wayne Hoyer

Professor and Chair of the Marketing Department | The University of Texas at Austin, McCombs School of Business

Austin, TX, US
Understanding consumer attitudes and behaviors, brand influence, and customer satisfaction


Areas of Expertise (11)

Consumer Behavior Buying Motivation Energy Consumer Attitudes Customer Relationship Management Integrated Communications Customer Satisfaction Advertising and Marketing Strategies Communications and Marketing Consumer Research Consumer and Market Insights Emotional Brand Attachment

Industry Expertise (4)

Advertising/Marketing Research Media - Broadcast Media - Print


Wayne D. Hoyer is a marketing professor and expert on consumer psychology and behavior, decision-making, brand awareness and perception, pricing strategy, and the impact of advertising. His research explains how consumers process information and make buying decisions, and how marketers influence customer satisfaction and behavior.

Hoyer chairs the department of marketing (ranked 3rd among top-tier marketing programs by U.S. News 2014), and holds the James L. Bayless/William S. Farrish Fund Chair for Free Enterprise at the McCombs School of Business, The University of Texas at Austin. He oversees the influential UT Energy Poll, a biannual study of consumer attitudes and behaviors regarding energy consumption.

A prolific marketing researcher, Hoyer has published over 60 articles in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. He is co-author of a textbook in consumer behavior with Deborah MacInnis (now in the 5th Edition). He has also taught internationally at the University of Mannheim, the University of Muenster, and the Otto Bleisheim School of Management in Germany, the University of Bern in Switzerland, and was a research fellow at the University of Cambridge (UK).



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Testimonials (1)

David Wenger, Director of Communications | McCombs School of Business

Wayne Hoyer explains why consumers make decisions, how buyers perceive market choices, and how smart marketers can nurture loyal customers. He is a giant in the world of marketing research, yet he speaks in clear and compelling terms.

Education (3)

Purdue University: Ph.D., Social-Consumer Psychology 1980

Purdue University: M.S., Social-Consumer Psychology 1979

Purdue University: B.A., Psychology 1976

With distinction.

Media Appearances (5)

The New Workforce: A Quiet Cancer Fighter is Findings its Voice

McCombs Today online  online


Hoyer explains a student marketing project that helped The Cancer Therapy and Research Center improve brand awareness.

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Energy Poll Reveals Strong Support for More Domestic Production

McCombs Today online  online


Hoyer comments on consumer concerns highlighted in the latest UT Energy Poll.

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High-Stakes Gas Prices

Texas Enterprise | Big Ideas in Business online  online


Hoyer highlights changes in consumer attitudes and behaviors in response to rising gas prices.

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Ranking the Super Bowl Ads

Texas Enterprise | Big Ideas in Business online  online


Hoyer explains which Super Bowl commercials are most effective, and why.

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Helping Companies Get the Most Out of Giving

Texas Enterprise | Big Ideas In Business online  online


Hoyer comments on the factors that enhance or limit the success of cause-related marketing.

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Event Appearances (4)

Energy and The Election

UT Energy Poll Release, Fall 2012  The National Press Club


Willingness to Pay for Cause-Related Marketing

2010 Academy of Marketing Science Conference  Conference Proceedings


Key Success Factors in the Implementation of an Intended Brand Personality

American Marketing Association Winter Marketing Educators' Conference  Chicago


The Janus-Faced Character of Self-Congruence

American Marketing Association Winter Marketing Educator's Conference  Chicago


Research Focus (1)

UT Energy Poll

Biannual Study of U.S. Consumer Attitudes and Behaviors Regarding Energy Issues


Hoyer is the executive director and one of the founders of The Energy Poll Project, a multi-disciplinary study of consumer attitudes and behaviors regarding energy and environmental issues. The poll has become one of the leading indicators of energy perceptions and behaviors and is referenced regularly by journalists and scientists covering energy topics.

Wayne Hoyer Case Study

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Articles (6)

Wayne David Hoyer Citations
Google Scholar


Listing of top scholarly works by Wayne David Hoyer.

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Service Brand Relationship Quality - Hot or Cold?
Journal of Service Research


Customers’ long-term brand relations are crucial drivers of a service brand’s sustainable competitive advantage. This research empirically examines the quality of customer-service brand relationships in the context of an airline’s frequent flyer program.

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Nonlinear and Asymmetric Returns on Customer Satisfaction
Journal of the Academy of Marketing Science


Customer satisfaction is generally acknowledged as a key determinant of the value a customer contributes to a firm. The authors develop a framework for understanding and predicting functional differences across consumers and situations.

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Moderating Effects of the Relationship Between Private Label Share and Store Loyalty
Journal of Marketing


This study develops a conceptual framework that guides the investigation of the role of four moderating factors in strengthening the private label brand share-store loyalty.

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The Role of Aesthetic Taste in Consumer Behavior
Journal of the Academy of Marketing Science


A literature review, exploration, and research agenda regarding the role of consumer taste in judgement and decision making.

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Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay
AMA Journals


Two experimental studies reveal the existence of a strong, positive impact of customer satisfaction on willingness to pay.

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