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Brian Sternthal
Marketing
Professor Emeritus of Marketing
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Brian Sternthal holds the Mondelez International Professorship in Marketing
Professor Sternthal has published widely in marketing journals. His work focuses on understanding how people process the information presented in persuasive messages, and the consequences of this processing for brand judgments. He applies this understanding to the development of effective advertising strategies. He also investigates the strategies consumers use to self-regulate their behavior and how they might modify these strategies to enhance the attainment of their goals. His methodological interest centers on designing rigorous experiments to represent theory in data and using data in advancing theory.
Professor Sternthal is past editor of the Journal of Consumer Research and a Fellow of the Association for Consumer Research. He received his PhD from The Ohio State University.
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