Wayne D. Hoyer

Professor of Marketing,
James L. Bayless/William S. Farish Fund Chair for Free Enterprise,
McCombs School of Business,
University of Texas at Austin

For more information, contact:

  • Samid Hussain
  • Vildan Altuglu
  • Carlos D. Brain

or any member of our senior staff.


Wayne Hoyer is an expert in consumer behavior, survey methodology, advertising, and branding. Professor Hoyer’s research focuses on understanding how consumers acquire and process information and how this information affects their purchase decisions and behavior.

Professor Hoyer has provided expert testimony at trial and deposition and submitted expert reports. He has addressed consumer perception and consumer behavior issues in Lanham Act cases and consumer class action matters involving false advertising and product liability claims. Professor Hoyer has conducted and rebutted consumer surveys in these settings. He has also performed content analysis of product manufacturers’ marketing communications.

Professor Hoyer has published more than one hundred articles in leading peer-reviewed marketing and psychology journals, including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing. Many of these studies involve the use of survey methodology. Professor Hoyer is the coauthor of the textbook Consumer Behavior, now in its seventh edition, as well as eight other books. He was associate editor of the Journal of Consumer Research, the Journal of Marketing, and the International Journal of Research in Marketing. He has also served on the editorial review boards of numerous academic journals in the fields of marketing and consumer behavior.

Among Professor Hoyer’s honors are the Career Award for Outstanding Research Contributions from the McCombs School of Business; the Humboldt Research Award from the Alexander von Humboldt Foundation in Bonn, Germany; and an honorary doctorate from the University of Bern, Switzerland.

At the University of Texas at Austin, Professor Hoyer has taught courses to undergraduate and graduate students on such topics as consumer behavior, customer strategy, and integrated marketing communications. He has received several teaching awards, including the American Marketing Association’s Outstanding Marketing Professor. Professor Hoyer has also taught internationally at leading universities in the United Kingdom, Germany, France, Switzerland, and Thailand.

Professional Affiliations

In re General Motors LLC Ignition Switch Litigation