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Robert E. Burnkrant

BiographyPublications

Much of professor Burnkrant’s research focuses on information processing and the persuasive effects of communications.Other research examines the determinants of specific consumer behaviors and the role of attitudinal and normative factors as antecedents of those behaviors. His articles, many of which have been reprinted in books, have appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Experimental Social Psychology and the Journal of Personality and Social Psychology as well as other journals, books, and conference proceedings.

He is a former editor of the Journal of Consumer Research and has served on the editorial boards of the Journal of Consumer Research, Journal of Marketing Research and the Journal of Consumer Psychology. He was named Journal of Marketing Research 1992-1993 Reviewer of the Year, and he received the Fisher College of Business Pace Setters Award for Research in 2002.


Areas of expertise

  • Consumer behavior
  • Effects of marketing stimuli on memory, motivation and persuasion
  • Determinants of behavior and the attitude-behavior relationship

Education

  • PhD, University of Illinois
  • MBA, University of Colorado
  • BS, University of Wisconsin

Refereed Journal Articles

  • Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2, 206-215.
  • Burnkrant, Robert E. (1976), “A Motivational Model of Information Processing Intensity,” Journal of Consumer Research, 3, 21-30.
  • Calder, Bobby J. and Robert E. Burnkrant (1977), “Interpersonal Influence on Consumer Behavior: An Attribution Theory Approach,” Journal of Consumer Research, 4, 29-38.
  • Bagozzi, Richard P. and Robert E. Burnkrant (1979), “Attitude Organization and the Attitude Behavior Relationship,” Journal of Personality and Social Psychology, 37, 913-929.
  • Burnkrant, Robert E. and Thomas J. Page Jr, (1982), “An Examination of the Convergent, Discriminant and Predictive Validity of Fishbein's Behavioral Intention Model,” Journal of Marketing Research, 19, 550-561.
  • Burnkrant, Robert E. (1982), “Influence of Other People on Consumer Attributions Toward Brand and Person,” Journal of Business Research, 10, 319-338.
  • Burnkrant, Robert E. and Thomas J. Page, Jr. (1984), “Modification of the Fenigstein, Scheier and Buss Self Consciousness Scales,” Journal of Personality Assessment, 48, 629-637.
  • 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, 49, 47-57.
  • Bagozzi, Richard P. and Robert E. Burnkrant (1985), “Attitude Organization and the Attitude-Behavior Relation: A Reply to Dillon and Kumar,” Journal of Personality and Social Psychology, 49, 47-57.
  • Burnkrant, Robert E. and Thomas J. Page, Jr. (1988), “The Structure and Antecedents of the Normative and Attitudinal Components of Fishbein's Theory of Reasoned Action,” Journal of Experimental Social Psychology, 24, 66-87.
  • Burnkrant, Robert E. and H. Rao Unnava (1989), “Self-Referencing: A Strategy for Increasing Processing of Message Content,” Personality and Social Psychology Bulletin, 15, 628-638.
  • Howard, Daniel J. and Robert E. Burnkrant (1990), “Question Effects on Information Processing in Advertising,” Psychology and Marketing, 7, 27-46.
  • Unnava, H. Rao and Robert E. Burnkrant (1991), “An Imagery Processing View of the Role of Pictures in Print Advertisements,” Journal of Marketing Research, 28, 226-231.
  • Unnava, H. Rao and Robert E. Burnkrant (1991), “Effects of Repeating Varied Ad Executions on Brand Name Memory,” Journal of Marketing Research, 28, 406-416.
  • Lord, Kenneth R. and Robert E. Burnkrant (1993), “Attention versus Distraction: The Interactive Effect of Program Involvement and Attentional Devices on Commercial Processing,” Journal of Advertising, 22, 47-60.
  • Unnava, H. Rao, Robert E. Burnkrant and Sunil Erevelles (1994), “Effects of Presentation Order and Communication Modality on Recall and Attitude,” Journal of Consumer Research, 21, 481-490.
  • Burnkrant, Robert E. and H. Rao Unnava (1995), “Effects of Self-Referencing on Persuasion,” Journal of Consumer Research, 22, 17-26.
  • Allenby, Greg M., Neeli M. Bendapudi, Robert E. Burnkrant, Leslie M. Fine, James L. Ginter, Robert P. Leone, Mark Stiving, and H. Rao Unnava (1998), “Market Segmentation in the 21st Century: Discrete Solutions to Continuous Problems,” Seoul Journal of Business, 4, 129-157.
  • Ahluwalia, Rohini, Robert E. Burnkrant and H. Rao Unnava (2000), “Consumer Response to Negative Publicity: The Moderating Role of Commitment,” Journal of Marketing Research, 37, 203-214.
  • Lord, Kenneth R., Robert E. Burnkrant and H. Rao Unnava (2001), “The Effects of Program Induced Mood States on Memory for Commercial Information,” Journal of Current Issues and Research in Advertising, 23, 1-15.
  • Ahluwalia, Rohini, H. Rao Unnava and Robert E. Burnkrant (2001), “The Moderating Role of Commitment on the Spillover Effect of Marketing Communications,” Journal of Marketing Research, 38, 458-470.
  • Ahluwalia, Rohini and Robert E. Burnkrant (2004), “Answering Questions About Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions,” Journal of Consumer Research, 31, 26-42.
  • Rajagopal, Priyali and Robert E. Burnkrant (2008), “Consumer Evaluation of Hybrid Products,” Journal of Consumer Research,(forthcoming).

Refereed Proceedings

  • Burnkrant, Robert E. (1972), “Beliefs About Others as Determinants of Purchase Behavior,” in M. Venkatesan (ed.), Proceedings, Third Annual Conference of the Association for Consumer Research, pp. 807-811.
  • Calder, Bobby J. and Robert E. Burnkrant (1974), “Attribution Theory and Consumer Behavior,” in Scott Ward and Peter Wright (eds.) Advances in Consumer Research, Volume 1, Urbana, Ill.: Association for Consumer Research, pp. 432-33 (Abstract).
  • Burnkrant, Robert E. and Alain Cousineau (1974), “The Role of Social Influence in Buyer Behavior,” in Scott Ward and Peter Wright (eds.), Advances in Consumer Research, Volume 1, Urbana, Ill.: Association for Consumer Research, p. 431 (Abstract).
  • Bagozzi, Richard P. and Robert E. Burnkrant (1979), “Attitude Measurement and Behavior Change: A Reconsideration of Attitude Organization and Its Relationship to Behavior,” in W. Wilkie (ed.), Advances in Consumer Research, Volume 6, Ann Arbor: Association for Consumer Research, pp. 295-302.
  • Bagozzi, Richard P. and Robert E. Burnkrant (1980), “Single Component Versus Multicomponent Models of Attitude: Some Cautions and Contingencies for their Use,” in Jerry Olson (ed.), Advances in Consumer Research, Volume 7, Ann Arbor: Association for Consumer Research, pp. 339-344.
  • Burnkrant, Robert E. and Thomas J. Page, Jr. (1982), “Determinants of the Intention to Donate Blood: A Structural Equation Approach.” In S.M. Smith and M. Venkatesan (eds.), Advances in Health Care Research, Brigham Young University Press, pp. 163-167.
  • Thomas, J. Page, Jr. and Robert E. Burnkrant (1982), “An Assessment of the Convergent Validity of the Fenigstein, Scheier and Buss Self-Consciousness Scale,” in William Dan (ed.), Proceedings of the Conference on Research Methods and Causal Models in Marketing, Chicago: American Marketing Association.
  • Widing, Robert E. II, Robert E. Burnkrant and W. Wayne Talarzyk (1986), “Computer-Assisted and Static Information Provision Formats: Comparisons on Reactions, Time and Accuracy,” in T.A. Shimp, S. Sharma, G. John, J.A. Quelch, J.H. Lindgren, Jr., W. Dillon, M.P. Gardner and R.F Dyer (eds.) 1986, AMA Educators' Proceedings, Chicago: American Marketing Association, pp. 74-79. This paper was the winner of the Best Paper of the Conference Award.
  • Dickson, Peter R., Robert E. Burnkrant, Paul W. Miniard and H. Rao Unnava (1986), “If It Isn't A Duck then Why Did It Quack? Competing Explanations For An Observed Effect of Illustrations in an Advertisement,” in Richard J. Lutz (ed.), Advances in Consumer Research, Volume 13, Provo, Utah: Association for Consumer Research.
  • Burnkrant, Robert E. and H. Rao Unnava (1987), “Effects of Variation in Message Execution on the Learning of Repeated Brand Information,” in Melanie Wallendorf and Paul E. Anderson (eds.), Advances in Consumer Research, Volume 14, Ann Arbor: Association for Consumer Research, pp. 173-176.
  • Lord, Kenneth R. and Robert E. Burnkrant (1988), “Commercial Processing Efficiency: A Program Elaboration Model,” in G. Frazier, C. Ingene, D. Aaker, A. Ghosh, T. Kinnear, S. Levy, R. Staelin and J. Summers (eds.), Efficiency and Effectiveness in Marketing, Proceedings of the 1988 American Marketing Association, Educators Conference, Chicago: American Marketing Association. Awarded Best Paper in Buyer Behavior.
  • Lord, Kenneth R. and Robert E. Burnkrant (1988), “Television Program Elaboration Effects on Commercial Processing,” in Michael J. Houston (ed.), Advances in Consumer Research, Vol. 15, Provo, Utah: Association for Consumer Research.
  • Lord, Kenneth R., Robert W. Burnkrant and Robert Owen (1989), “An Experimental Comparison of Self Report and Response Time Measures of Consumer Information Processing,” in P. Bloom, R. Weiner, H. Kassarjian, D. Scammon, B. Weitz, R. Spekman, V. Mahajan and M. Levy (Eds.), Enhancing Knowledge Development in Marketing, 1989 American Marketing Association Summer Educators Conference, Chicago: American Marketing Association.
  • Ahluwalia, Rohini and Robert E. Burnkrant (1993), “A Framework for Explaining Multiple Request Effectiveness: The Role of Attitude Towards the Request,” in M. Rothschild (ed.), Advances in Consumer Research, Vol. 20, Provo, Utah: Association for Consumer Research.
  • Burnkrant, Robert E., H. Rao Unnava and Robert D. Jewell (2001), “Resolving Conflicting Findings on the Effects of Self-Referencing: The Role of Message Informativeness,” in Proceedings of the Fourth International Research Seminar in Marketing Communication and Consumer Behavior, LaLonde les Maures, France.
  • Burnkrant, Robert E., H. Rao Unnava and Robert D. Jewell (2001), “The Priming Effects of Counterfactual Thinking,” in Proceedings of the Fourth International Research Seminar in Marketing Communication and Consumer Behavior, LaLonde les Maures, France.
  • Rajagopal, Priyali and Robert E. Burnkrant (2005), “Consumer Categorization and Evaluation of Ambiguous Products", Advances in Consumer Research, Vol. 32, Association for Consumer Research.
  • Rajagopal, Priyali and Robert E. Burnkrant (2005), “The Priming Effects of Counterfactual Thinking", Advances in Consumer Research, Vol. 32, Association for Consumer Research.

Non-Refereed Publications

  • Burnkrant, Robert E. (1975), “Attribution Theory in Marketing Research: Problems and Prospects,” in M.J. Schlinger (ed.), Advances in Consumer Research, Volume 2, Chicago, Ill.: Association for Consumer Research, pp. 465-469.
  • House, Peter W. and David W. Jones with J. Bernier, O.M. Bevilacqua, H.W. Bruck R.E.Burnkrant, V.K. Chan, M.I. Howland, S.A. Seminoff and A.R. Zahradnik,Getting it Off the Shelf: A Methodology for Implementing Federal Research, (Westview Press: Boulder, Colorado), 1977.
  • Burnkrant, Robert E. (1978), “Cue Utilization in Product Perception,” in H. Keith Hunt (ed.), Advances in Consumer Research, Volume 5, Ann Arbor: Association for Consumer Research, pp. 724-729.
  • Burnkrant, Robert E. and Alan G. Sawyer (1983), “Effects of Involvement and Message Content on Information Processing Intensity,” in Richard J. Harris, ed., Information Processing Research in Advertising, Erlbaum: Hillsdale, New Jersey, pp. 43 64.
  • Lord, Kenneth R. and Robert E. Burnkrant (1991), “Program Context Effects on Commercial Processing,” In James R. Meindl, Robert L. Cardy and Sheila M. Puffer (Eds.), Advances in Information Processing in Organizations, Vol. 4, Greenwich, Connecticut: JAI Press, pp. 19 30.

Publications Reprinted in Books

  • “A Motivational Model of Information Processing Intensity,” reprinted in M. Wallendorf and G. Zaltman (eds.), Readings in Consumer Behavior: Individuals, Groups and Organizations, New York: Wiley, 1979.
  • “Informational and Normative Social Influence in Buyer Behavior” (with Alain Cousineau), reprinted in R.J. Lutz (ed.), Contemporary Perspectives in Consumer Research, Boston: Kent Publishing Company, 1981.
  • “Interpersonal Influence on Consumer Behavior: An Attribution Theory Approach” (with B.J. Calder), reprinted in M. Wallendorf and G. Zaltman (eds.), Readings in Consumer Behavior: Individuals, Groups, and Organizations, New York: Wiley, 1979; and in Ian Fenwick and John A. Quelch (eds.), Consumer Behavior for Marketing Managers, Rockleigh, New Jersey: Allyn and Bacon, 1984.
  • “An Examination of the Convergent, Discriminant and Predictive Validity of Fishbein's Behavioral Intention Model” (with T.J. Page, Jr.), reprinted in J. Paul Peter and Michael L. Ray (eds.), Measurement Readings for Marketing Research, Chicago: American Marketing Association, 1984.
  • “Effects of Self-Referencing on Persuasion” (with H. Rao Unnava), reprinted in Philip Stone and Mark Cannon (eds.), Organizational Psychology, Volume III, Aldershot, UK: Ashgate Publishing, Ltd., 1997.