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

Wayne Hoyer Wayne Hoyer

Professor of Marketing | The University of Texas at Austin, McCombs School of Business


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 is the former chair of 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.

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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UT Energy Poll Fall 2012


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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 (1)

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.

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Articles (12)

Wayne David Hoyer Citations Google Scholar

Listing of top scholarly works by Wayne David Hoyer.

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How Should Retailers Deal with Consumer Sabotage of a Manufacturer Brand? Journal of the Association for Consumer Research


This article examines potential negative spillover effects from a sabotaged manufacturer brand on the respective retailer. ... Based on two large-scale online experiments, this article reveals negative spillover effects from a sabotaged manufacturer brand on the retailer brand and that an adequate response of the retailer (i.e., delisting vs. continuing to carry the brand) can decrease this effect, depending on contingency factors.

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Do Life Events Always Lead to Change in Purchase? The Mediating Role of Change in Consumer Innovativeness, The Variety Seeking Tendency, and Price Consciousness. Journal of the Academy of Marketing Science


In the context of a consumer-based strategy, this study investigates whether life events change actual purchase behavior as well as how three important and managerially actionable consumer difference variables (consumer innovativeness, the variety seeking tendency, and price consciousness) mediate this link.

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Customer Response to Interactional Service Experience Journal of Service Management


The purpose of this paper is to examine causal attribution in interactional service experiences. The paper investigates how triggers in the environment of a customer-employee interaction influence customer behavioral response to employees' negative and positive affect. Additionally, it studies the role of sympathy and authenticity as underlying mechanisms of this relationship.

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When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage Journal of Marketing


In recent years, companies have been confronted with a new type of negative consumer behavior: consumers who have turned hostile and who are strongly determined to cause damage to the brand. Empowered by new technological possibilities, an individual consumer can now wreak havoc on a brand with relatively little effort. In reflection of this new phenomenon, the authors introduce the concept of consumer brand sabotage (CBS).

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Eating Healthy or Feeling Empty? How the “Healthy = Less Filling” Intuition Influences Satiety Journal of the Association for Consumer Research


To help understand the unconscious drivers of overeating, we examine the effect of health portrayals on people’s judgments of the fillingness of food. An implicit association test and two consumption studies provide evidence that people hold an implicit belief that healthy foods are less filling than unhealthy foods, an effect we label the “healthy = less filling” intuition. The consumption studies provide evidence that people order greater quantities of food, consume more of it, and are less full after consuming a food portrayed as more versus less healthy.

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How Do Consumers Respond To Storylines in Television Advertisements? Journal of Advertising Research


Marketers and advertisers long have searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers' moment-to-moment affective responses to television advertisements. The current study examined consumers' moment-to-moment advertisement evaluations by applying a form of principal-components analysis that allows researchers to understand divergence in consumer response and link this divergence to specific elements of the advertisement's storyline.

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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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