| Frank R. Kardes, PhD |
| Donald E. Weston Professor of Marketing |
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 Frank R. Kardes is the Donald E. Weston Professor of Marketing at the College of Business at the University of Cincinnati. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, and a Fellow of the American Psychological Association, the American Psychological Society, the Society for Consumer Psychology, the Society of Experimental Social Psychology, and the Society for Personality and Social Psychology. His research focuses on omission neglect, consumer judgment and inference processes, persuasion and advertising, and consumer and managerial decision making. He has published in many leading scientific journals and is frequently invited to present his research at leading universities throughout the world -- including Wharton, Yale, Cornell, Chicago, Northwestern, Michigan, the Australian Graduate School of Management, the London Business School, the Hong Kong University of Science and Technology, and INSEAD (France). Dr. Kardes was an Editor of the Journal of Consumer Psychology, Advances in Consumer Research, and the Handbook of Consumer Psychology, and is currently an Associate Editor of the Journal of Consumer Research and the Journal of Consumer Psychology. He also serves on the editorial boards of Behavioral Marketing Abstracts, the International Journal of Research in Marketing, and Marketing Letters.
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| Contact Information |
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| E-mail: |
frank.kardes@uc.edu |
Phone: |
(513) 556-7107 |
| Office/Address: |
426 Carl H. Lindner Hall
PO Box 210145
Cincinnati, Ohio 45221-0145 |
Fax: |
(513) 556-0979 |
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| Areas of Expertise |
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| General Expertise: |
Marketing |
| Specific Expertise: |
Advertising, Consumer Behavior, Market Research |
| Research Interests: |
Advertising, Consumer Behavior, Market Research, Consumer Information Processing, Consumer Inference, Omission Neglect |
| Teaching Interests: |
Advertising, Consumer Behavior, Market Research |
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| Publications |
- Vita
- Palmatier, Robert W., Cheryl Burke Jarvis, Jennifer R. Bechkoff, and Frank R. Kardes (2009). "The Role of Customer Gratitude in Relationship Marketing." Journal of Marketing.
- Bechkoff, Jennifer, Vijaykumar Krishnan, Mihai Niculescu, Mary Lou Kohne, Robert W. Palmatier, Frank R. Kardes (2009).
- Kardes, Frank R., Bob M. Fennis, Edward R. Hirt, Zakary L. Tormala, and Brian Bullington (2007), “The Role of the Need for Cognitive Closure in the Effectiveness of the Disrupt-then-Reframe Influence Technique,” Journal of Consumer Research.
- Sivadas, Eugene, John Kim, Terrence L. Holmes, and Frank R. Kardes (2006), “Approach and Avoidance Motivations in Online Auctions,” International Journal of Internet Marketing and Advertising, 3 (4), 318-334.
- Kardes, Frank R., Steven S. Posavac, David H. Silvera, Maria L. Cronley, David M. Sanbonmatsu, Susan Schertzer, Felicia Miller, Paul M. Herr, and Murali Chandrashekaran (2006), “Debiasing Omission Neglect,” Journal of Business Research, 59 (6), 786-792.
- Kardes, Frank R., Maria L. Cronley, and John Kim (2006), “Construal-Level Effects on Preference Stability, Preference-Behavior Correspondence, and the Suppression of Competing Brands,” Journal of Consumer Psychology, 16 (2), 135-144.
- Kardes, Frank R. (2006), “When Should Consumers and Managers Trust Their Intuition?” Journal of Consumer Psychology, 16 (1), 20-24.
- Posavac, Steven S., Frank R. Kardes, David M. Sanbonmatsu, and Gavan J. Fitzsimons (2005), “Blissful Insularity: When Brands are Judged in Isolation from Competitors,” Marketing Letters, 16 (2), 87-97.
- Kardes, Frank R., Paul M. Herr, and Jacques Nantel, eds. (2005), Applying Social Cognition to Consumer Focused Strategy, Mahwah, NJ: Lawrence Erlbaum Associates.
- Kardes, Frank R. (2005), “The Psychology of Advertising,” in Persuasion: Psychological Insights and Perspectives, Second Edition, eds. Timothy C. Brock and Melanie C. Green, Thousand Oaks, CA: Sage, 281-303.
- Cronley, Maria L., Steven S. Posavac, Tracy Meyer, Frank R. Kardes, and James J. Kellaris (2005), “A Selective Hypothesis Testing Perspective on Price-Quality Inference and Inference-Based Choice,” Journal of Consumer Psychology, 15 (2), 159-169.
- Silvera, David H., Frank R. Kardes, Nigel Harvey, Maria L. Cronley, and David C. Houghton (2005), “Contextual Influences on Omission Neglect in the Fault Tree Paradigm,” Journal of Consumer Psychology, 15 (2), 117-126.
- Posavac, Steven S., David M. Sanbonmatsu, Frank R. Kardes, and Gavan J. Fitzsimons (2004), “The Brand Positivity Effect: When Evaluation Confers Preference,” Journal of Consumer Research, 31 (December), 643-651.
- Kardes, Frank R., Cronley, Maria L., James, J. Kellaris, and Steven S. Posavac (2004), “The Role of Selective Information Processing in Price-Quality Inference,” Journal of Consumer Research, 31 (September), 368-374.
- Kardes, Frank R., Steven S. Posavac, and Maria L. Cronley (2004), “Consumer Inference: A Review of Processes, Bases, and Judgment Contexts,” Journal of Consumer Psychology, 14 (3), 230-256.
- Hirt, Edward R., Frank R. Kardes, and Keith D. Markman (2004), “Activating a Mental Simulation Mind-Set Through Generation of Alternatives: Implications for Debiasing in Related and Unrelated Domains,” Journal of Experimental Social Psychology, 40 (May), 374-383.
- Grewal, Rajdeep, Raj Mehta, and Frank R. Kardes (2004), “The Timing of Repeat Purchases of Consumer Durable Goods: The Role of the Functional Bases of Consumer Attitudes,” Journal of Marketing Research, 41 (February), 101-115.
- Sanbonmatsu, David M., Frank R. Kardes, David C. Houghton, Edward A. Ho, and Steven S. Posavac (2003), “Overestimating the Importance of the Given Information in Multiattribute Consumer Judgment,” Journal of Consumer Psychology, 13 (3), 289-300.
- Kardes, Frank R. and David M. Sanbonmatsu (2003), “Omission Neglect: The Importance of Missing Information,” Skeptical Inquirer, 27 (2), 42-46.
- Zhang, Shi, Frank R. Kardes, and Maria L. Cronley (2002), “Comparative Advertising: Effects of Structural Alignability on Target Brand Evaluation,” Journal of Consumer Psychology, 12 (4), 303-312.
- Kardes, Frank R., David M. Sanbonmatsu, Maria L. Cronley, and David C. Houghton (2002), “Consideration Set Overvaluation: When Impossibly Favorable Ratings of a Set of Brands Are Observed,” Journal of Consumer Psychology, 12 (4), 353-362.
- Fitzsimons, Gavan J., J. Wesley Hutchinson, Joseph W. Alba, Tanya L. Chartrand, Joel Huber, Frank R. Kardes, Geeta Menon, Priya Raghubir, J. Edward Russo, Baba Shiv, Nader Tavassoli, and Patti Williams (2002), “Non-Conscious Influences on Consumer Choice,” Marketing Letters, 13 (August), 269-279.
- Kardes, Frank R. (2002), Consumer Behavior and Managerial Decision Making, Second Edition, Upper Saddle River, NJ: Prentice Hall.
- Kardes, Frank R., Maria L. Cronley, Manuel C. Pontes, and David C. Houghton (2001), “Down the Garden Path: The Role of Conditional Inference Processes in Self-Persuasion,” Journal of Consumer Psychology, 11 (3), 159-168.
- Muthukrishnan, A. V. and Frank R. Kardes (2001), “Persistent Preferences for Product
- Grewal, Rajdeep, Raj Mehta, and Frank R. Kardes (2000), “The Role of the Social-Identity Function of Attitudes in Consumer Innovativeness and Opinion Leadership,” Journal of Economic Psychology, 21 (May), 233-252.
- Lee, Hanjoon, Paul M. Herr, Frank R. Kardes, and Chankon Kim (1999), “Motivated Search: Effects of Choice Accountability, Issue Involvement, and Prior Knowledge on Information Acquisition and Use,” Journal of Business Research, 45 (May), 75-88.
- Houghton, David C., Frank R. Kardes, Anne Mathieu, and Itamar Simonson (1999), “Correction Processes in Consumer Choice,” Marketing Letters, 10 (May), 107-112.
- Mantel, Susan Powell and Frank R. Kardes (1999), “The Role of Direction of Comparison, Attribute-Based Processing, and Attitude-Based Processing in Consumer Preference,” Journal of Consumer Research, 25 (March), 335-352.
- Sanbonmatsu, David M., Steven S. Posavac, Frank R. Kardes, and Susan P. Mantel (1998), “Selective Hypothesis Testing,” Psychonomic Bulletin & Review, 5
- Houghton, David C. and Frank R. Kardes (1998), “Market Share Overestimation and the Noncomplementarity Effect,” Marketing Letters, 9 (August), 313-320.
- Sanbonmatsu, David M., Frank R. Kardes, Steven S. Posavac, and David C. Houghton (1997), “Contextual Influences on Judgment Based on Limited Information,” Organizational Behavior and Human Decision Processes, 69 (March), 251-264.
- Kardes, Frank R. (1996), “In Defense of Experimental Consumer Psychology,” Journal of Consumer Psychology, 5 (3), 279-296.
- Kim, John, Chris T. Allen, and Frank R. Kardes (1996), “An Investigation of the Mediational Mechanisms Underlying Attitudinal Conditioning,” Journal of Marketing Research, 33 (August), 318-328.
- Kellaris, James J., Frank R. Kardes, and Theresa DiNovo (1995), “Exploring the Boundaries of the Framing Effect: The Moderating Roles of Disparate Expected Values and Perceived Costs of Judgmental Errors,” Marketing Letters, 6 (July), 175-182.
- Kardes, Frank R., John Kim, and Jeen-Su Lim (1994), “Moderating Effects of Prior Knowledge on the Perceived Diagnosticity of Beliefs Derived from Implicit versus Explicit Product Claims,” Journal of Business Research, 29 (March), 219-224.
- Kardes, Frank R., Gurumurthy Kalyanaram, Murali Chandrashekaran, and Ronald J. Dornoff (1993), “Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage,” Journal of Consumer Research, 20 (June), 62-75.
- Kardes, Frank R. and David M. Sanbonmatsu (1993), “Direction of Comparison, Expected Feature Correlation, and the Set-Size Effect in Preference Judgment,” Journal of Consumer Psychology, 2 (1), 39-54.
- Comer, James M., Frank R. Kardes, and Amy K. Sullivan (1992), “Multiple Deescalating Requests, Statistical Information, and Compliance: A Field Experiment,” Journal of Applied Social Psychology, 22 (August), 1199-1207.
- Kardes, Frank R. and Gurumurthy Kalyanaram (1992), “Order-of-Entry Effects on Consumer Memory and Judgment: An Information Integration Perspective,” Journal of Marketing Research, 29 (August), 343-357.
- Stayman, Douglas M. and Frank R. Kardes (1992), “Spontaneous Inference Processes in Advertising: Effects of Need for Cognition and Self-Monitoring on Inference Generation and Utilization,” Journal of Consumer Psychology, 1 (2), 125-142.
- Sanbonmatsu, David M., Frank R. Kardes, and Paul M. Herr (1992), “The Role of Prior Knowledge and Missing Information in Multiattribute Evaluation,” Organizational Behavior and Human Decision Processes, 51 (February), 76-91.
- Sanbonmatsu, David M., Frank R. Kardes, and Carol Sansone (1991), “Remembering Less and Inferring More: The Effects of the Timing of Judgment on Inferences about Unknown Attributes,” Journal of Personality and Social Psychology, 61 (October), 546-554.
- Herr, Paul M., Frank R. Kardes, and John Kim (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17 (March), 454-462.
- Sanbonmatsu, David M., Frank R. Kardes, and Bryan D. Gibson (1991), “The Role of Specific Attributes and Overall Evaluations in Comparative Judgment,” Organizational Behavior and Human Decision Processes, 48 (February), 131-146.
- Venkatraman, Meera P., Deborah Marlino, Frank R. Kardes, and Kimberly B. Sklar (1990), “The Interactive Effects of Message Appeal and Individual Differences on Information Processing and Persuasion,” Psychology & Marketing, 7 (Summer), 85 96.
- Sanbonmatsu, David M. and Frank R. Kardes (1988), “The Effects of Physiological Arousal on Information Processing and Persuasion,” Journal of Consumer Research, 15 (December), 379-385.
- Kardes, Frank R. (1988), “Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion,” Journal of Consumer Research, 15 (September), 225 233.
- Kardes, Frank R. (1988), “A Nonreactive Measure of Inferential Beliefs,” Psychology & Marketing, 5 (Fall), 273 286.
- Kimble, Charles E. and Frank R. Kardes (1987), “Information Patterns, Attribution, and Attraction,” Social Psychology Quarterly, 50 (December), 338 345.
- Kardes, Frank R., David M. Sanbonmatsu, Richard T. Voss, and Russell H. Fazio (1986), “Self Monitoring and Attitude Accessibility,” Personality and Social Psychology Bulletin, 12 (December), 468 474.
- Kardes, Frank R. (1986), “Effects of Initial Product Judgments on Subsequent Memory Based Judgments,” Journal of Consumer Research, 13 (June), 1 11.
- Fazio, Russell H., David M. Sanbonmatsu, Martha C. Powell, and Frank R. Kardes (1986), “On the Automatic Activation of Attitudes,” Journal of Personality and Social Psychology, 50 (February), 229 238.
- Kardes, Frank R. and Charles E. Kimble (1984), “Strategic Self-Presentation as a Function of Message Valence and the Prospect of Future Interaction,” Representative Research in Social Psychology, 14 (1), 2 11.
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| Affiliations |
- American Marketing Association
- Association for Consumer Research
- Society for Consumer Psychology (Fellow)
- American Psychological Association (Fellow)
- American Psychological Society (Fellow)
- Society for Social and Personality Psychology (Fellow)
- Society for Experimental Social Psychology (Fellow)
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| Honors & Achievements |
- Distinguished Scientific Achievement Award
- Who's Who in Science and Engineering
- Former President of the Society for Consumer Psychology
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| Education |
- PhD, Indiana University, 1986
- MA, University of Dayton, 1982
- BS, St. Bonaventure University, 1980
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