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:

“Relaxation Increases Monetary Valuations,” Journal of Marketing Research, 2011, 48 (5), 814-826 (with M. T. Pham and I Hung).

“The Interaction of Creativity Training and Extrinsic Rewards on New Product Development,” Journal of Marketing, 75, July 2011, 53-67 (with J. E. Burroughs, C. P. Moreau, D.W. Dahl, and A. Chattopadhyay).

“Unconscious Transfer of Meaning to Brands,” Journal of Consumer Psychology, 21 (3), July 2011, 1-11 (with M. Galli).

“Motivational Determinants of Transportation In Marketing Narratives,” Journal of Consumer Psychology, 20 (3), July 2010, 306-316 (with B. McFerren, D. Dahl and H. Honea).

"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).

"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), 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, 215-225 (with A. Chattopadhyay, J. Sengupta, and S. Tripathi).

“Materialism in Youth,” Journal of Consumer Psychology, Vol. 13 (3), 2003, 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, 186-201 (with J. Sengupta).

 “Misrepresentation in the Consumer Context,” Journal of Consumer Psychology, (2), 2002, 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, 43-55 (with M. T. Pham and L. Y. Sin).

“Improving The New Product Design Process: The Role of Visual Imagery,” Design Studies, Vol. 22 (1), 2001, 5-26, (with D.W. Dahl and A. Chattopadhyay).

REVIEWING FOR:

Journal of Consumer Research (editorial board), Journal of Consumer Psychology (editorial board), Psychology, Health, and Medicine (editorial board), International Journal of Internet Marketing and Advertising (editorial board).