Prof. Robert S WYER

Prof. Robert S WYER

Adjunct Professor

Academic qualification

  • PhD University of Colorado
  • MEE New York University
  • BEE Rensselaer Polytechnic Institute


  • Visiting Professor, Chinese University of Hong Kong (2011 - present)
  • J.M. Jones Chair Professor of Marketing, University of Illinois, Urbana-Champaign (2009-11)
  • Visiting Professor, Hong Kong University of Science and Technology (1998-2000), (2001-2009)
  • Professor, University of Illinois, Urbana-Champaign (1973 - 95)
  • Professor, University of Illinois, Chicago (1971 - 73)
  • Associate Professor, University of Illinois, Chicago (1967 - 71)
  • Assistant Professor, University of Illinois, Chicago (1965 - 67)
  • Assistant Professor, University of Iowa (1963 - 65)


Information processing; the representation of narrative information in memory and its use in judgment; priming effects on comprehension, judgment, and decisions; memory processes; affect and cognition.


Wyer, R. S., & Tao, T. (in press). The recall and use of narratives as declarative and procedural consumer knowledge. In T. M. Lowrey & M. R. Solomon (Eds.) The Routledge companion to consumer behavior. 

Saluja, G., Adaval, R., & Wyer, R. S. (in press). Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge when concepts of the elderly are primed. Organizational Behavior and Human Decision Processes, 

Kao, S., Wyer, R. S., & Dai, X. (2017). Looking forward and looking back: The likelihood of an event’s future reoccurrence affects perceptions of the time it occurred in the past. Personality and Social Psychology Bulletin, 42, 1577-1587.

Huang, Y., Jia, Y., & Wyer, R. S. (2017). The effects of physical distance from a brand extension on the impact of brand-extension fit. Psychology & Marketing, 34, 59-69 

Cai, F., Yang, Z, Wyer, R. S., & Xu, A. J. (2017). The interactive effects of bitter flavor and mood on the decision to spend or save money. Journal of Experimental Social Psychology, 70, 48-58. 

Tao, T., Wyer, R. S., & Zeng, Y. (2017) The role of categorization and scale endpoint comparisons in numerical information processing: A two-process model Journal of Experimental Psychology: General, 146, 409-427.

Kwan, C. M. C., Dai, X., & Wyer, R. S. (in press). The effect of empty space on message persuasion. Journal of Consumer Research,

Huang, X., Dong, P. & Wyer, R. S. (in press). Competing for attention: The effects of jealousy on preference for attention-grabbing products. Journal of Consumer Psychology,

Wyer, R. S. (in press). Some determinants and consequences of beliefs: Cognitive, social and motivational. In D. Albarracin et al. (Eds.) Handbook of attitudes and attitude change, 2nd ed. New York: Psychology Press.

Wyer, R. S. (2016). The role of procedural knowledge in consumer judgment and decision making. In C. V. Jansson-Boyd & M. Zawisza (Eds.), The Routledge international handbook of consumer psychology. Abingdon: Taylor & Francis.

Wyer, R. S.(2016). Automaticity. In M. Bornstein (Ed.). Encyclopedia of Lifespan Human Development. Thousand Oaks, CA: Sage.

Gao, L., Li, Y. & Wyer, R. S. (2016). Choosing between two evils: The determinants of preferences for two equally goal-inconsistent options. Journal of Consumer Research, 42, 1002-1012.

Wyer, R. S. (2016). Priming decisions and motor behavior. Current Opinion in Psychology, 12, 76-79.

Wong, V. C., & Wyer, R. S. (2016). Mental traveling along psychological distances: Effects of cultural syndromes, perspective flexibility, and construal level. Journal of Personality and Social Psychology: Attitudes and Social Cognition, 111, 17-33.

Huang, X., Huang, Z., & Wyer, R. S. (2016) Slowing down in the good old days: The effect of nostalgia on consumer patience. Journal of Consumer Research, 43, 372-387.

Wyer, R. S., & Shrum, L. J. (2015).The role of comprehension processes in communication and persuasion. Media Psychology,18, 163-195.

Wyer, R. S. (2015). The mental representation of persons, events and behavioral mindsets. In S. J.

Wyer, R. S. (2015) Cultural differences in procedural knowledge and their impact on consumer behavior. In S. Ng. & A. Y. Lee (Eds.), Oxford handbook of culture and consumer behavior. (pp. 34-67). New York: Oxford University Press.

Cai, F., & Wyer, R. S. (2015), "The Impact of Mortality Salience on the Relative Effectiveness of Donation Appeals," Journal of Consumer Psychology, 25, 101-112.  

Dong, P., Dai, X., & Wyer, R. S. (2015). Actors conform, observers react: The effects of behavioral synchrony on conformity. Journal of Personality and Social Psychology, 108, 60-76.

Chen, F., & Wyer, R. S. (2015), "The Effects of Affect, Processing Goals and Temporal Distance on Information Processing: Qualifications on Temporal Construal Theory," Journal of Consumer Psychology, 25, 326-332.  

Xu, A. J., Schwarz, N., & Wyer, R. S. (2015), "Hunger Promotes the Acquisition of Non-food Objects," Proceedings of the National Academy of Sciences, 112, 2688-2692.     

Huang, T. Z., & Wyer, R. S. (2015), "Diverging Effects of Mortality Salience on Variety Seeking: The Different Roles of Death Anxiety and Semantic Concept Activation," Journal of Experimental Social Psychology. 578. 112-123.  

Sun, Y., Hou, Y., & Wyer, R. S. (2015), "Decoding the Opening Process," Journal of Consumer Psychology, 25, 642-649.  

Chen, F., Wyer, R. S., & Shen, H. (2015). The interactive effects of affect and shopping goal on information search and product evaluations. Journal of Experimental Psychology: Applied, 21, 429-442.

Wan, L. C., & Wyer, R. S. (2015) Consumer reactions to attractive service providers: approach or avoid? Journal of Consumer Research, 42, 578-595.

Janiszewski, C. A., & Wyer, R. S. (2014), "Content and Process Priming: A Review," Journal of Consumer Psychology, 24, 96-118.  

Wyer, R. S. (2014). Language And Social Comprehension. In T. M. Holtgraves (Ed.). T. M. Holtgraves (Ed.).Oxford Handbook of Language and Social Psychology. New York: Oxford University Press.

Dong, P., & Wyer, R. S. (2014), "How time flies: The Effects of Conversation Characteristics And Partner Attractiveness on Duration Judgments in a Social Interaction," Journal of Experimental Social Psychology. 50, 1-14.  

Park, J. W., Kim, K. H., Kwak, J., & Wyer, R.S. (2014), "Priming Thoughts about Extravagance: Implications for Consumer Decisions about Luxury Products," Journal of Experimental Psychology: Applied, 201, 40-54.  

Hung, I. W., & Wyer, R. S. (2014), "Effects of Self-relevant Perspective-taking on the Impact of Persuasive Appeals," Personality and Social Psychology Bulletin, 40, 402-414.

Yan, D., Sengupta, J., & Wyer, R. S. (2014), "Package Size and Perceived Quality: The Intervening Role of Unit Price Perceptions," Journal of Consumer Psychology, 24, 4-17.

Huang, X., Zhang, M., Hui, M. K., & Wyer, R. S. (2014), "Warmth and Conformity: The Effects of Ambient Temperature on Product Preferences and Financial Decisions," Journal of Consumer Psychology, 24, 241-250.

Briley, D., Wyer, R.S., & Li, E. (2014), "A dynamic View of Cultural Influence: A Review," Journal of Consumer Psychology, 24, 557-571.

Jiang, Y., Adaval, R., Steinhart, Y., & Wyer, R. S. (2014), "Imagining Yourself in the Scene: The Interactive Effects of Goal-driven Self-imagery and Visual Perspectives on Consumer Behavior," Journal of Consumer Research, 41, 418-435.  

Jiang, Y., Chen, Z., & Wyer, R . S. (2014), "Impact of Money on Emotional Expression," Journal of Experimental Social Psychology, 55, 228-233.

Kardes, F. R., & Wyer, R. S. (2013), "Consumer Information Processing," In D. Carlston (Ed.), Oxford Handbook of Social Cognition (806-827.), New York: Oxford University Press.

Wyer, R. S., Shen, H., & Xu, A. J. (2013), "The Role of Procedural Knowledge in the Generalization of Social Behavior," In D. Carlston (Ed.), Oxford Handbook of Social Cognition (257-281), New York: Oxford University Press.

*Briley, D. A., Shrum, L. J., & Wyer, R. S. (2013), "Factors AffectingJudgments of Prevalence and Representation: Implications for Public Policy and Marketing," Journal of Public Policy and Marketing,32,112-118.

Dong, P. Huang, X, & Wyer, R. S. (2013), "The Illusion of Saving Face: How People Symbolically Cope with Embarrassment," Psychological Science, 24, 2005-2012.

Xu, A. J., & Wyer, R. S. (2012), "The Role of Bolstering and Counterarguing Mindsets in Persuasion," Journal of Consumer Research, 38, 920-932.

Wyer, R. S., Xu, A. J., &  Shen, H. (2012), "The Effects of Past Behavior on Future Goal-Directed Activity," In M. P. Zanna and J. Olson (Eds.), Advances  in Experimental Social Psychology, Vol. 46, 237-284, San Diego, CA.: Academic Press.

Xu, J., Shen, H., & Wyer, R. S. (2012), "Does Distance Between Us Matter: Influences of Physical Proximity to Others on Consumer Choice," Journal of Consumer Psychology, 22, 418-423.
Shen, H., Wyer, R. S. & Cai, F. (2012), "The Generalization of Deliberative and Automatic Behavior: The Role of Procedural Knowledge and Affective Reactions,"Journal of Experimental Social Psychology, 48, 819-828.
Huang, X., Dong, P., Dai, X., & Wyer, R. S. (2012), "Going My Way? The Benefits of Travelling in the Same Direction," Journal of Experimental Social Psychology, 48, 978-981.

Fong, C.P.S., & wyer, R.S. (2012), "Consumers' Reactions to a Celebrity Endorser Scandal," Psychology and Marketing, 29, 885-896.

Wyer, R. S. (2011), "A Theory of Social Information Processing," In P. van Lange, A. W. Kruglanski, & E. T. Higgins (Eds.), Handbook of Theories of Social Psychology, Vol. 1, pp 156-177, Thousand Oaks, CA: Sage.

Adaval, R., & Wyer, R. S. (2011), "Conscious and Nonconscious Influences of a Price Anchor: Effects on Willingness to Pay for Related and Unrelated Products," Journal of Marketing Research, 48, 355-365.

Hung, I.  W. &  Wyer, R. S. (2011), "Shaping the Content of Consumers’ Imaginations: The Role of Self-Focused Attention in Product Evaluations," Journal of Marketing Research, 48, 381-392.
Shen, H., Wan, F., & Wyer, R. S. (2011), "Cross-Cultural Differences in the Refusal to Accept a Small Gift: The Differential Influence of Reciprocity Norms on Asians and North Americans," Journal of Personality and Social Psychology, 100, 271-281.
Wan, L. C., Hui, M. K., & Wyer, R. S. (2011), "The Role of Relationship Norms in Responses to Service Failures," Journal of Consumer Research, 38, 260-277.
Wyer, R. S.(2011), "Procedural Influences on Judgments and Behavioral Decisions," Journal of Consumer Psychology, 21, 424-438.

Wyer, R. S., & Hong, J. (2010). "Chinese Consumer Behavior: The Effects of Content, Process and Language," In M. H. Bond (Ed.), Oxford handbook of Chinese Psychology, 2nd ed., pp. 623-640, New York: Oxford University Press.
Wyer, R. S. (2010), "Knowledge Accessibility," In R. M. Bagozzi (Ed.), Wiley International Encyclopedia of Marketing: Consumer Behavior, New York: John Wiley & Sons. 
Shen, H., & Wyer, R. S. (2010), "The Effect of Past Behavior on Variety Seeking: Automatic and Deliberative Processes," Journal of Consumer Psychology, 20, 33-42. 
Xu, A. J., & Wyer, R. S. (2010), "Puffery in Advertisements: The Effects of Media Context, Communication Norms and Consumer Knowledge," Journal of Consumer Research, 37, 329-343.
Wyer, R. S., & Xu, A. J. (2010), "The Role of Behavioral Mindsets in Goal-Directed Activity: Conceptual Underpinnings and Empirical Evidence," Journal of Consumer Psychology, 20, 107-125.
Wyer, R. S. (2010), "Global and Local Processing: A Clarification and Integration," Psychological Inquiry, 21, 251-257.

Hung, I. W., & Wyer, R. S. (2009), "Differences in Perspective and the Influence of Charitable Appeals: When Imagining Oneself as the Victim is Not Always Beneficial," Journal of Marketing Research, 46, 421-434.
Wyer, R. S. (2009), "Culture and Information Processing: A Conceptual Framework," In R. S. Wyer, C.-y. Chiu & Y.-y Hong (Eds), Understanding Culture: Theory, Research and Application, pp. 431-455, New York: Psychology Press.
Steinhart, Y., & Wyer, R. S. (2009), "Motivational Roots of Need for Cognition," European Journal of Social Psychology, 39, 608-621.
Wyer, R. S., Chiu, C-y., & Hong, Y-y. (Eds.) (2009), Understanding Culture: Theory, Research and Application, New York: Psychology Press.
Jiang, Y., &  Wyer, R. S. (2009), "The Role of Visual Perspective in Information Processing," Journal of Experimental Social Psychology, 45, 486-495. 
Kim, Y.-j., Park, J. W., & Wyer, R. S. (2009), "Effects of Temporal Distance and Memory on Consumer Judgments," Journal of Consumer Research, 36, 634-645.
Wyer, R.  S. (2009), "Assimilation-Contrast," In D. Matsumoto (Ed.), Cambridge Dictionary of Psychology, pp. 44-46, New York: Cambridge University Press.
Wyer, R.  S. (2009), "Accessibility of Knowledge in Memory," In D. Matsumoto (Ed.), Cambridge Dictionary of Psychology, pp. 4-7, New York: Cambridge University Press.
Wyer, R.  S. (2009), "Social Cognition," In D. Matsumoto (Ed.), Cambridge Dictionary of Psychology, p.50, New York: Cambridge University Press. 


Journal of Consumer Psychology (editorial board), Asian Journal of Social Psychology (editorial board), Journal of Consumer Research (editorial board), Psychological Review, Psychological Bulletin, Journal of Applied Social Psychology, Canadian Journal of Psychology, British Journal of Social and Clinical Psychology, Psychological Reports, European Journal of Social Psychology, Organizational Behavior and Human Decision Processes, Personality and Social Psychology Bulletin, Social Cognition, Journal of Consumer Research, Basic and Applied Social Psychology, Journal of Abnormal Psychology, Developmental Psychology, Journal of Marketing Research, Journal of Personality, Journal of Advertising, Journal of Experimental Psychology: Language, Memory & Cognition, International Journal of Marketing Research, Cognitive Science, Journal of Memory and Language, Journal of Psychology & Marketing.