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Judy Zaichkowsky Judy Zaichkowsky

Professor of Marketing | Simon fraser University

Vancouver, BC, CANADA

Bridging academic theory of consumer behavior to real time problem solutions



Judy Zaichkowsky Publication Judy Zaichkowsky Publication




Sasquatch Commerce Marketing Then and Now Part 2



Dr. Judy Zaichkowsky is a professor of marketing in the Faculty of Business Administration, Simon Fraser University. She received her Ph.D. from UCLA in marketing, with minors in psychology and statistics. She holds a Masters degree in Consumer Studies from the University of Guelph and received a Centenary Alumni award from the University of Guelph in 2003 for outstanding contributions to research.

Dr. Zaichkowsky's 1985 Journal of Consumer Research paper on the involvement construct has been recognized as one of the most cited articles in consumer behaviour and one of the most influential articles in the field of advertising. She is a co-author of the leading textbook on Consumer Behaviour in Canada (Fifth edition,2010). She is the author of The Psychology Behind Trademark Infringement and Counterfeiting (2006)

Industry Expertise (3)

Market Research

Consumer Goods


Areas of Expertise (3)

Brand Management

Consumer Behavior

Design and Choice

Accomplishments (1)

Author of one of the top cited articles in Consumer Behavior (professional)


see involvement articles at

Education (1)

University of California, Los Angeles: PhD, marketing 1984

Dissertation "Conceptualizing and Measuring the Involvement Construct in marketing"

Affiliations (2)

  • simon fraser university
  • copenhagen business school

Event Appearances (1)


ICORIA advertising conference  Berlin Germany

Sample Talks (1)

Strategies for Distinctive brands

Identity elements of shape, color, brand names, logos, fonts and sound are important building blocks used to build images and hence choice in the marketplace.



  • Keynote
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  • Author Appearance


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