Rob  Smith

Rob Smith

Assistant Professor of Marketing

Marketing & Logistics


Robert Smith received his Ph. D. in Marketing at the University of Michigan and joined the faculty at Ohio State in 2013. Prior to beginning his Ph.D., Dr. Smith worked as a copywriter for JWT and in marketing for several nonprofits. He has two primary streams of research in consumer behavior. In one, he explores how consumers respond to groups and group-members in the marketplace. In the other, he studies how consumers make inferences about themselves and others based on mental experiences. Dr. Smith explores these theoretical variables in a variety of substantial domains including consumption enjoyment, charitable giving, branding, and advertising. His research has appeared in The Journal of Consumer Research and The Journal of Consumer Psychology, Personality and Social Psychology Bulletin, and other outlets. He has received a variety of awards for his research, including the JCP Young Contributor Award and the Haring Symposium Best Paper Award. Dr. Smith currently teaches Consumer Behavior to undergraduates and MBA students at Ohio State.

Areas of Expertise


  • Consumer Behavior


  • Ph.D. in Marketing, University of Michigan, 2013
  • Bachelors in Marketing, Indiana University, 2004


O'Brien, Ed, and Robert Smith (2018) "Unconventional Consumption Methods and Enjoyment of Things Consumed: Recapturing the "First Time" Experience," in press at Personality and Social Psychology Bulletin.

Smith, Robert W. and Norbert Schwarz (2016) "Metacognitive Inferences from Other People's Memory Performance," Journal of Experimental Psychology: Applied. 22 (3), 285-294.

Summers, Christopher, A., Robert W. Smith, and Rebecca W. Reczek (2016). “An Audience of One: Behaviorally Targeted Ads as Inferred Social Labels,” Journal of Consumer Research, 43 (1), 156-178.
*Media covereage:, Business Insider, Mashable

Klein, Richard A. et al. (2014). “Investigating Variation in Replicability: A “Many Labs” Replication Project,” Social Psychology, 45 (3), 142-152.
*Media coverage: National Geographic, Nature, Science

Morewedge, Carey K., Jesse Chandler, Robert W. Smith, Norbert Schwarz, and Jonathon Schooler, (2013), “Lost in the Crowd: Entitative Group Membership Diminishes Mind Attribution,” Consciousness and Cognition, 22(4), 1195-1205.

Smith, Robert W., David Faro, and Katherine Burson (2013) “More for the Many: The Influence of Entitativity on Charitable Giving,” Journal of Consumer Research, 39 (5), 961-976.

Smith, Robert W. and Norbert Schwarz (2012), “When Promoting a Charity Can Hurt Charitable Giving: A Metacognitive Analysis,” Journal of Consumer Psychology, 22 (4), 558-564.
*Winner of “Young Contributor Award”


  • BUSML 4201 - Consumer Behavior

    Examines how and why people behave as consumers. Its goals are to provide an understanding of consumer behavior and to provide experience in the application of this knowledge to marketing management and social policy decision making. Prereq: 3250 (650), and AcctMIS 2200 (211), 2300 (212), and BusMGT 2320 (330), 2321 (331); and BusMHR 2291 or 2292 (BusADM 499.01). Not open to students with credit for 750.

  • BUSML 4252 - Social Marketing & Public Policy

    Examines social marketing, which seeks to benefit a targeted population and the general society rather than a marketer or firm. Non-profit, cause marketing, corporate social responsibility, and sustainability issues are explored. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv.

  • BUSML 7202 - Consumer Behavior

    Development of the consumer decision process and its application to marketing strategy decisions. Prereq: 6250 or MBA 6252 or 6253. Not open to students with credit for 854.