Gerald J. GORN  Professor Emeritus Email:mkgorn@ust.hk PhD Pennsylvania State University, Social Psychology MSc London School of Economics BA Sir George Williams University, Social Psychology   [ CV ]

PROFESSIONAL EXPERIENCE:

• Professor, Hong Kong University of Science and Technology (1996 - 2009)
• Advisory Council Chair Professor of Consumer Behavior and Professor, University of British Columbia (1983 - 99)
• Associate Professor, University of British Columbia (1980 - 83)
• Associate Professor, McGill University (1975 - 80)

RESEARCH INTERESTS:

Effects of advertising; cross-cultural consumer behavior; social marketing.

SELECTED RECENT PUBLICATIONS:

"Unconscious Transfer of Meaning to Brands," Journal of Consumer Psychology, forthcoming (co-authored with Maria Galli).

“Babyfaces, Trait Inferences, and Company Evaluations in a PR Crisis,” Journal of Consumer Research, June 2008, 35 (1), 36-49 (with Y. Jiang and G.V. Johar).

“Condom Embarrassment: Coping and Consequences for Condom Use in Three Countries,” Aids Care, 2008, Vol 20 No. 5, 553-559 (with S.G. Moore, D.W. Dahl, C.B. Weinberg, J.W. Park and Y. Jiang).

“Commentary on The Theories of Reasoned Action and Planned Behavior and Their Use in Health Promotion, in Prediction and Change of Health Behavior: Applying The Reasoned Action Approach, Dolores Albarracin, Icek Ajzen, and Robert Hornik (eds.), Lawrence Erlbaum and Associates, Chapter 13, 2007, 205-210.

“Using The Persuasion Knowledge Model to Combat Alcohol Use Amongst Adolescents,” Journal of Public Policy and Marketing, 2006, Vol 25(2) 147-159, (with M.E. Goldberg, K. Neidermeier, and L. Bechtel; (best article award, 2004-2006).

“Coping with Condom Purchase Embarrassment,” Psychology, Health, and Medicine, 2006, 11(1), pp. 70-79 (with S.G. Moore, D. W. Dahl, and C.B. Weinberg).

“Promiscuous or Confident?: Attributions Made About Condom Purchasers,” Journal of Applied Social Psychology, 2005, 35 (4), 869-887 (with D. Dahl, P. Darke, and C.B. Weinberg).

“Waiting for the Web: How Screen Color Affects Time Perception,” Journal of Marketing Research, May, 2004, pp. 215-225, (with A. Chattopadhyay, J. Sengupta, and S. Tripathi).

“Materialism in Youth,” Journal of Consumer Psychology, Vol. 13 (3), 2003, pp. 278-288, (with M.E. Goldberg, L. Perrachio, and G. Bamossey).

“Absence Makes the Mind Grow Sharper: Element Omission and Product Recall,” Journal of Marketing Research, May, 2002, pp. 186-201, (with J. Sengupta).

“Misrepresentation in the Consumer Context,” Journal of Consumer Psychology, (2), 2002 pp. 69-79 (with J. Sengupta and D.W. Dahl).

“When Arousal Influences Ad Evaluation and Valence Does Not (And Vice Versa),” Journal of Consumer Psychology, Vol. 11 (1), 2001, pp. 43-55, (with M. T. Pham and L. Y. Sin).

“The Effect of Coupon Promotions on Condom Sales,” American Journal of Public Health, Vol. 89, N. 12, 1999, pp. 1866-1869 (with D.W. Dahl and C.B. Weinberg).

“The Use of Visual Mental Imagery in New Product Design,” Journal of Marketing Research, 36, 1999, pp.18-28 (with D.W. Dahl and A. Chattopadhyay).

WORK IN PROGRESS:

“Fantasizing about Winning: Motivational Determinants of Narrative Transportation,” (with B. McFerren, D. Dahl and H. Honea).

“The Conditioning of Brand Meaning,” (with M. Galli).

“Relaxation and Product Overvaluation,” (with I Hung and M. Pham).

“Aesthetics and Product Design” (with Antonis Stamatogiannakis and Amitava Chattopadhyay).

“When and How Avoiding a Brand Influences Subsequent Choice Behavior,” (with W. Vanhonacker)

REVIEWING FOR:

Journal of Consumer Research (editorial board), Journal of Consumer Psychology (editorial board), IJRM (editorial board), Marketing Letters (editorial board),  International Journal of Internet Marketing and Advertising (editorial board), Asian Journal of Marketing (editorial board).