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

Wayne Hoyer

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

Austin, TX, United-States

Understanding consumer attitudes and behaviors, brand influence, and customer satisfaction


Areas of Expertise (11)

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


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).



Wayne Hoyer Publication Wayne Hoyer Publication Wayne Hoyer Publication


UT Energy Poll Fall 2012


loading image loading image


Findings from the UT Energy Poll Learning in Real-Time


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 (6)

UT's McCombs School to Create New Position with $1M Gift From Longtime Marketing Executive

Austin Business Journal  online


Robert Malcolm, a longtime marketing executive who now nurtures entrepreneurs as an angel investor and mentor, has given $1 million to his employer, the University of Texas at Austin.

view more

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.

view more

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.

view more

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.

view more

Ranking the Super Bowl Ads

Texas Enterprise | Big Ideas in Business online  online


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

view more

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.

view more

Articles (6)

Wayne David Hoyer Citations Google Scholar


Listing of top scholarly works by Wayne David Hoyer.

view more

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.

view more

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.

view more

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.

view more

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.

view more

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.

view more