Daniel J. Howard Ph.D.

Education
Ph.D., Ohio State University, 1986
M.A., Ohio State University, 1985
M.S.S.A., Case Western Reserve University, 1979
B.A., Ohio Weselyan University, 1974

Areas of Expertise
Consumer Behavior
Advertising
Marketing Research
Retail Marketing

Courses Taught
Consumer Behavior
Marketing Communications Management
Marketing Research
Marketing Planning
Retailing
Principles of Marketing

Select Consulting Engagements
AMP
AT&T
Don Henley
Enterprise
Fannie Mae
Honeywell
Intel
JPI
KFC
NCAA
Nextel
Prudential
Qualcomm
Southwestern Bell

Current Research
Consumer attitude formation and change.
Influence and persuasion techniques and their effects on consumer behavior

Publications
Howard, Daniel J., Suzanne B. Shu, and Roger Kerrin (2007), "Reference Price and Scarcity Appeals and the Use of Multiple Influence Strategies in Retail Newspaper Advertising", Social Influence", 2, 1, 18-28.

Howard, Daniel J. and Roger Kerrin (2006), "Broadening the Scope of Reference Price Advertising Research: A Field Study of Consumer Shopping Involvement", Journal of Marketing, 69 (October), 195-203.

Howard, Daniel J (2004), "The 'Try This! It Works!' Technique and It's Effects on Advertising Response Rates", Journal of Consumer Psychology 14, 271-279

Howard, Daniel J and Charles E. Gengler (2001),"Emotional Contagion Effects on Product Attitudes", Journal of Consumer Research 28, 189-201

Howard, Daniel J, Roger A. Kerin and Charles E. Gengler (2000),"The Effects of Brand Name Similarity on Brand Source Confusion: Implications for Trademark Infringement", Journal of Public Policy and Marketing 19, 250-264

Howard, Daniel J., Thomas E. Barry, and Charles E. Gengler (1998), "Distance Evaluation Effects in Advertising," Journal of Business and Psychology, 13, 85-100.

Howard, Daniel J. (1997), "Familiar Phrases as Peripheral Persuasion Cues," Journal of Experimental Social Psychology, 33, 231-243.

Howard, Daniel J., Charles E. Gengler, and Ambuj Jain (1997), "The Name Remembrance Effect: A Test of Alternative Explanations," Journal of Social Behavior and Personality, 12, 801-810.

Kerin, Roger A., Gurumurthy Kalyanaram and Daniel J. Howard (1996), "Product Hierarchy and Brand Strategy Influences On The Order of Entry Effect For Consumer Package Goods," Journal of Product Innovation Management, 13, 21-34.

Reynolds, Thomas J., Charles Gengler and Daniel J. Howard (1995), "A Means-End Analysis of Brand Persuasion Through Advertising," International Journal of Research in Marketing, 12, 257-266. 

Howard, Daniel J., Charles Gengler and Ambuj Jain (1995), "What's In a Name? A Complimentary Means of Persuasion," Journal of Consumer Research, 22, 200-211. 

Howard, Daniel J. and Charles Gengler (1995), "Motivating Request Compliance By Remembering Someone's Name," Psychological Reports, 77, 123-129. 

Gengler, Charles, Daniel J. Howard and Kyle Zolner (1995), "A Personal Construct Analysis of Adaptive Selling and Sales Experience," Psychology and Marketing, 12, 287-304. 

Howard, Daniel J. (1995), "Chaining the Use of Influence Strategies for Producing Compliance Behavior," Journal of Social Behavior and Personality, 10, 169-185. 

Howard, Daniel J. and Roger A. Kerin (1994), "Question Effects on Question Generation and the Mediation of Attitude Change," Psychological Reports, 75, 209-210.

*Howard, Daniel J. and Thomas E. Barry (1994), "The Role of Thematic Congruence Between a Mood-Inducing Event and an Advertised Product in Determining the Effects of Mood on Brand Attitudes," Journal of Consumer Psychology, 3, 1-27. 

*Howard, Daniel J. (1992), "Gift Wrapping Effects on Product Attitudes: A Mood-Biasing Explanation," Journal of Consumer Psychology, 1, 197-223. 

*Kerin, Roger A., Ambuj Jain and Daniel J. Howard (1992), "Store Shopping Experience and Consumer Price-Quality-Value Perceptions," Journal of Retailing, 68, 376-397. 

Sawyer, Alan G. and Daniel J. Howard (1991), "The Effects of Omitting Conclusions in Advertisements to Low and Moderately Involved Audiences," Journal of Marketing Research, 28, 467-474. 

DeSarbo, Wayne S., Daniel J. Howard and Kamel Jedidi (1991), "MULTICLUS: A New Methodology for Simultaneously Performing Multidimensional Scaling and Cluster Analysis," Psychometrica, 56, 121-136. 

Howard, Daniel J. (1991), "The Positioning of Rhetorical and Non-Rhetorical Questions and the Use of Self-Referencing in Print Advertising," Journal of Business and Psychology, 5, 397-410.

Howard, Daniel J. and Thomas E. Barry (1990) "The Evaluative Consequences of Experiencing Unexpected Favorable Events," Journal of Marketing Research, 27, 51-60. 

Howard, Daniel J. (1990) "Rhetorical Question Effects on Message Processing and Persuasion: The Role of Information Availability and the Elicitation of Judgment," Journal of Experimental Social Psychology, 26, 217-239. 

Howard, Daniel J. (1990) "The Influence of Verbal Responses to Common Greetings on Compliance Behavior: The Foot-in-the-Mouth Effect," Journal of Applied Social Psychology, 20, 1185-1196. 

Howard, Daniel J. and Robert E. Burnkrant (1990), "Question Effects on Information Processing in Advertising," Psychology and Marketing, 7, 27-46. 

Barry, Thomas E. and Daniel J. Howard (1990), "A Review and Critique of the Hierarchy of Effects in Advertising," International Journal of Advertising, 9, 121-135. Reprinted in M. FitzGerald and D. Arnott (eds), Marketing Communication Classics, London: Business Press, 2000, 99-111. 

Howard, Daniel J. (1988), "The Prevalence of Question Use and Question Strategies in Print Advertising," Journal of Current Issues and Research in Advertising, 11, 89-112. 

Howard, Daniel J. and Thomas E. Barry (1988), "The Prevalence of Question Use in Print Advertising: Headline Strategies," Journal of Advertising Research, 28, 18-25. 

Howard, Daniel J. and Alan G. Sawyer (1988), "Recall, Recognition and the Dimensionality of Memory for Print Advertisements: A Reappraisal," Marketing Science, 7, 94-98. 

Levy, Michael and Daniel J. Howard (1988), "An Experimental Approach to Planning the Duration and Size of Markdowns," International Journal of Retailing, 3, 48-58. 

Burnkrant, Robert E. and Daniel J. Howard (1984), "Effects of the Use of Introductory Rhetorical Questions Versus Statements on Information Processing," Journal of Personality and Social Psychology, 47, 1218-1230.

[* Lead Article]

Editorial Boards
Editorial Board Member: Social Influence (2005-2007)
Editorial Board Member: Journal of Advertising (1991-2007)
Occasional Reviewer for: Journal of Consumer Research
Occasional Reviewer for: Journal of Marketing
Occasional Reviewer for: Journal of Marketing Research
Occasional Reviewer for: Journal of Applied Social Psychology
Occasional Reviewer for: Journal of Consumer Psychology
Occasional Reviewer for: Journal of Personality and Social Psychology

Honors & Awards

• Cited in Who's Who in Business Education 2006
• Nominated for SMU Distinguished Teaching Professor Award, 2006
• Cited in Who's Who Among America's Teachers 2004 - 2006
• Vaughan Family Research Fellowship, 1998- 1999
• Outstanding Graduate Marketing Faculty, A Business Week Guide: The Best B-Schools, 1993
• Marilyn and Leo F Corrigan Research Chair, 1991- 1997
• Research Excellence Award, Edwin L. Cox School of Business, SMU, 1990
• Outstanding Professor on Campus, SMU Rotunda Award, 1987
• Distinguished Teacher Award, Edwin L. Cox School of Business, SMU, 1986