Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

A Leader in the Field

Frank Kardes tops honor roll of consumer researchers.

In his years of studying advertising, consumer behavior and market research, Frank R. Kardes, Donald E. Weston Professor of Business in the Department of Marketing, has been the recipient of many awards and honors. His research focuses on consumer judgment and inference processes, persuasion and advertising, and consumer and managerial decision making. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology and is a fellow of several professional societies.

Now Kardes can add one more feather to his cap: he has been named to the “Honor Roll of Consumer Researchers” by Blackwell, Miniard and Engel in the tenth edition of Consumer Behavior.

The authors asked themselves which consumer researchers had been “the most active in generating knowledge about consumer behavior in recent times.” To answer this question, they chose to focus on the two leading journals devoted to consumer research: the Journal of Consumer Psychology and the Journal of Consumer Research. They then counted the number of articles authored or coauthored by an individual in the 20 years from 1985 to 2004.

Frank Kardes stood at the top of the “Highest Honors” field at 16. (Authors with four to nine articles had “High Honors” and those with three or fewer had “Honors.”)

Kardes has published in many leading journals and is frequently invited to present his research at top business schools and universities throughout the world, including the Wharton School of the University of Pennsylvania, Yale, Cornell, Chicago, Michigan, the Australian Graduate School of Management, the London Business School, the Hong Kong University of Science and Technology, and INSEAD in France.

“What's nice to see is that many of these schools—like Wharton and Stanford—are also represented on the Honor Roll,” says Kardes.

Frank Kardes

“You might wonder how the authors of a book you are beginning to read know all the concepts and principles written on the following pages. We don't, of course,” the authors wrote. “We can't include research from every source, so we focus primarily on those journals considered to be the foundation of knowledge about consumer behavior and marketing.”

Professor Kardes' contributions to the marketing field also include roles as a former editor of the Journal of Consumer Psychology, Advances in Consumer Research, and a former associate editor of the Journal of Consumer Research. He currently serves on the editorial boards of the Journal of Consumer Psychology, Journal of Consumer Research, International Journal of Research in Marketing and Marketing Letters. He has also published several books, the best of which he says is the 2008 Handbook of Consumer Psychology, which he co-edited with Curtis P. Haugtvedt and Paul M. Herr.

“We invited the top people in the field to write chapters,” Kardes says, “and we also wrote chapters ourselves, of course.” Reviewer John G. Lynch, Jr., a professor from Duke University's Fuqua School of Business, called the text “a superb collection of chapters on the most important topics in consumer psychology, written by the world's leading experts on these topics.”

Blackwell, Miniard and Engel summed up Kardes' and the others' contribution to the field of consumer behavior, writing that “there is no denying the contributions made by the individuals identified here.”