Wayne Hoyer is an expert in consumer behavior, advertising, customer strategy, and survey methodology. 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 manufacturer’s marketing communications.
Professor Hoyer has published more than sixty articles in scholarly journals, including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing. He is the coauthor of the textbook Consumer Behavior, now in its seventh edition, as well as eight other books. Professor Hoyer is associate editor of the Journal of Consumer Research, the Journal of Marketing, and the International Journal of Research in Marketing. He also serves on the editorial review boards of numerous academic journals in the fields of marketing and consumer behavior.
Among his 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. He has received several teaching awards, including the American Marketing Association’s Outstanding Marketing Professor. Professor Hoyer has taught internationally at leading universities in the United Kingdom, Germany, France, Switzerland, and Thailand.