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David W. Stewart, Ph.D. - Loyola Marymount University. Los Angeles, CA, US

David W. Stewart, Ph.D.

Emeritus President's Professor of Marketing, College of Business Administration | Loyola Marymount University








You can contact David Stewart at David.Stewart@lmu.edu.

David W. Stewart is Emeritus President’s Professor of Marketing at LMU. He is the current chair of the Marketing Accountability Standards Board. He is past dean of the School of Business Administration and the A. Gary Anderson Graduate School of Management at the University of California, Riverside (UCR). Prior to UCR, he was the Robert E. Brooker Professor of Marketing and Chairman of the Department of Marketing in the Marshall School of Business at USC. He serves or has served on the editorial boards of more than 20 academic journals, including the Journal of Marketing, the Journal of Public Policy and Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, the Journal of Advertising, the Journal of Advertising Research, the Journal of International Advertising, Review of Marketing Research, and the Journal of Interactive Marketing, among others.

Stewart has published more than 350 papers and book chapters and 20 books. He has written extensively about market analysis, consumer behavior, market definition and structure, branding, marketing communication, marketing research, and marketing management. His research has examined how consumers and managers search for and use information in decision-making, how to effectively communicate with consumers, how to study consumers and their behavior, and how to effectively design marketing programs.

He is a member of the American Marketing Association, the American Statistical Association, the Association for Consumer Research, the Society for Consumer Psychology, the American Academy of Advertising, the American Psychological Association, the American Psychological Society, the American Association for Public Opinion Research, The Insights Association, the Psychometric Society, and the Institute for Operations Research and Management Sciences, among others. Stewart has served as Vice President for Finance, Vice President for Publications, and as a member of the Board of Directors of the American Marketing Association. He is a Fellow of the American Marketing Association, the American Psychological Association, and the American Psychological Society.

He currently resides in Spring Hill, Tennessee with his wife, Lenora.

Education (3)

Baylor University: Ph.D., Psychology 1974

Baylor University: M.A., Psychology 1973

Northeast Louisiana University: B.A., Psychology 1972


Areas of Expertise (7)

Educational Administration

Consumer Behavior

Product Management

Marketing Strategy and Communication

Marketing and Public Policy

Research Methods

Innovation and Economic Development

Industry Expertise (4)




Training and Development

Accomplishments (4)

2021 Margaret H. Blair Award for Marketing Accountability (professional)

Conferred by the Marketing Accountability Standards Board.

2021 American Marketing Association J. R. Davidson Award for Best Paper (professional)

Published in the Journal of Retailing in 2020.

Top Five Influencer in Journal of Advertising Research (professional)


Identified as one of the five most important influencers of papers published in the 60-year history of the Journal of Advertising Research.

Fellow of the American Marketing Association (professional)


Named a Fellow of the American Marketing Association, a distinction given to members of the AMA who have made significant contributions to the research, theory, and practice of marketing, and/or to the service and activities of the AMA over a prolonged period of time. There are currently only about 50 such fellows.

Affiliations (5)

  • Founding Chair, Marketing Accountability Standards Board, 2004 – present
  • Editor, Palgrave Series on Marketing and Society, 2019 – present
  • Member, Ethics Committee, Society for Consumer Psychology, 2021 – present
  • Executive Editor, Journal of Global Scholars of Marketing Science, 2021 – present
  • Vice President, Publications, American Marketing Association, 2017 – 2020

Articles (8)

Online Focus Groups

Journal of Advertising


The rise of Web 2.0, the advent of greater bandwidth, and new technology platforms have made it possible to extend the range of focus-group research to the online environment. This provides advertising researchers, advertising agencies, and advertisers with opportunities to reach consumers who were heretofore difficult to reach, to create groups with new and different compositions, and to use online collaborative tools not readily available in face-to-face groups. This article reviews online focus-group research, identifies several types of online groups, and contrasts the uses and results of online focus groups with the uses and results of face-to-face focus groups. The article concludes that online and face-to-face venues for focus-group research are complementary, with online focus-group research opening new opportunities for gathering data to inform advertising research, theory, and decision making. The article also suggests that differences between online focus-group research and face-to-face focus-group research, with respect to group interaction and the ability to obtain information, are being eroded as technology provides greater opportunities to create social presence in an online environment.

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Perspective on Ad Capitalization and Taxation

Marketing Accountability Standards Board White Paper


Expenditures that have a life of less than a year are treated as current expenses while expenditures that have a life of greater than a year are capitalized and amortized over the useful life. Advertising expenditures are treated as short-term and expensed in the current year. Several proposals have been made to change the treatment of advertising to treat all advertising as having some long-term effect on sales. This paper examines research in economics, marketing and accounting that has addressed the short- and long-term effects of advertising on sales.

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Where is Marketing Research Headed in the 21st Century

Journal of Cultural Marketing Strategy


Marketing research and its uses within the firm are undergoing a profound shift in response to changes in technology, consumer lifestyles and the global economy, and demands for greater accountability of the marketing organization. This paper explores the nature of these changes and their implications for the conduct of marketing research in the future.

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Social Marketing in the Service of Economic Development: A Case Study at the Epicenter of the Housing Crisis

Handbook of Persuasion and Social Marketing


This comprehensive collection examines the role of persuasion in a marketing context. The book's central theme is woven throughout each of the three volumes: volume one focuses on the conceptual and philosophical foundations of the trend; the second part addresses its theoretical and strategic dimensions; and the final section discusses applications to specific societal issues like personal, public, and environmental caretaking; disease prevention; good nutrition; and safe sex. Chapters address campaign planning, regulatory and compliance issues, and the measurement of outcomes.

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Speculations on the Future of Graduate Management Education

Journal of Higher Education Theory and Practice


The current state and future direction of graduate management education is examined and reviewed. Challenges and opportunities are identified and discussed. The paper concludes that graduate management remains and will remain relevant to the needs of business and society at large but also points to the need for business school's to become ever more responsive to the rapid changes occurring in the business environment.

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Seizing our Destiny: Leading Economic Redevelopment at the Epicenter of the Housing Crisis

Lessons In Leading Change: Learning From Real World Cases


30 real-life business cases on 365 pages to showcase how skilled, high-impact leaders handle changes in organisations and opportunities. These cases are written in practical every-day English and applicable to managers, leaders, graduate and under-graduate students and academics. This book is available as hard cover book or as .pdf file for a single-user license. This is the .pdf file version.

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Cluster Analysis in Marketing Research: Review and Suggestions for Application

American Marketing Association


Applications of cluster analysis to marketing problems are reviewed. Alternative methods of cluster analysis are presented and evaluated in terms of recent empirical work on their performance characteristics. A two-stage cluster analysis methodology is recommended: preliminary identification of clusters via Ward's minimum variance method or simple average linkage, followed by cluster refinement by an iterative partitioning procedure.

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The Application and Misapplication of Factor Analysis in Marketing Research

American Marketing Association


The use of factor analysis as a method for examining the dimensional structure of data is contrasted with its frequent misapplication as a tool for identifying clusters and segments. Procedures for determining when a data set is appropriate for factoring, for determining the number of factors to extract, and for rotation are discussed.

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