Michael Cook

Headshot of Michael Cook, PhD

Michael Cook, PhD

Associate Professor, Annual Adjunct, Department of Marketing

2306 Carl H. Lindner Hall


Dr. Cook is a Consumer Psychologist, researcher and consultant who has been active in research methodology, marketing and advertising, and teaching for over 25 years. He is currently Managing Consultant at Anactics Consulting, LLC and was recently Senior Vice President, Consulting & Insights at StrataMark Dynamic Solutions, a full service marketing research company. His experience includes working on the client side in consumer insights and research with leading CPG companies, at a retail/shopper marketing agency responsible for consumer programs, as a consultant and research supplier to global leaders in a number of consumer industries and product categories, and in both full time and part time academic appointments at several universities. Mike has applied his expertise across a range of industries such as consumer packaged goods, food service, and flavors/fragrances. His recent publications include articles on global ethnography and sensory experience, and on cross cultural multi-country response bias in consumer research; and he has given talks over the years at the Advertising Research Foundation (ARF), the European Society for Opinion and Market Research (ESOMAR), and other venues. Mike has a PhD. in Psychology from the University of Tennessee with specializations in Social and Organizational Psychology, and has taught psychology and business at a number of universities, including the University of North Carolina-Charlotte, Michigan State University, Appalachian State University, Illinois Institute of Technology, University of Colorado Denver, Northern Kentucky University, and is currently an adjunct faculty member in Marketing at the University of Cincinnati.

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Teaching Interest
Marketing Research, Shopper Marketing, Consumer Behavior, Marketing Strategy

Research Interest
Eye tracking, sensory research

Title: Managing Consultant

Institution: StrataMark Dynamic Solutions
Title: Senior Vice President, Consulting & Insights
End Date: 2014-10-27

Institution: CRG Global, Inc.
Title: Division President Sensory Research
End Date: 2012-08-01

Institution: Givaudan Flavors Corp.
Title: Head of Consumer Understanding
End Date: 2009-12-31

Institution: Northern Kentucky University
Title: Adjunct Professor
End Date: 2009-06-01

Institution: University of Colorado Denver
Title: Visiting Associate Professor Psychology, Director of Industrial Organizational Graduate Program
End Date: 2005-06-01

Title: Managing Consultant
End Date: 2005-03-01

Institution: The Integer Group
Title: General Manager, Director of Consumer Programs
End Date: 2002-08-01

Institution: Coors Brewing Company
Title: Planning & Analysis Manager
End Date: 1993-08-31

Institution: The Quaker Oats Company
Title: Marketing Research Supervisior
End Date: 1990-03-01

Institution: Illinois Institute of Technology
Title: Adjunct Instructor of Social Psychology
End Date: 1989-06-01

Institution: Appalachian State University
Title: Associate Professor of Psychology (Tenured)
End Date: 1985-12-01

Institution: Michigan State University
Title: Assistant Research Professor of Psychology
End Date: 1982-08-01

Institution: University of North Carolina Charlotte
Title: Lecturer in Psychology
End Date: 1980-06-01

Institution: University of Tennessee
Location: Knoxville, TN
Major: Social Psychology
Dissertation: An application of Fishbein and Azjen’s Attitudes- Subjective Norms Model to the study of drug use
Completed: 1979
Degree: Ph D

Institution: University of Bridgeport
Location: Bridgeport, CT
Major: Psychology
Completed: 1975
Degree: BS

Published Contributions
Robert Noland, Marc Weiner, Dong Gao, Michael Cook, Anton Nelessen,  (2017). Eye-tracking technology, visual preference surveys, and urban design:  preliminary evidence of an effective methodology. Journal of Urbanism:  International Research on Placemaking and Urban Sustainability, 98-110.

Aron Levin, Irwin Levin, Michael Cook,  (2010). Measuring and Accounting for Cross-Country Response Biases in Marketing Food and Drink Products. Journal of International Consumer Marketing, 213-222.

Accepted Contributions
Andrew Harrison, Binny Samuel, Zhe Shan, Tianhai Zu, Michael Cook, Diksha Dawani, (Accepted). Learning to See the Hook: Comparing Phishing Training Approaches. International Conference for Information Systems.

Title: Decomposing visual preference surveys of urban landscapes using eye-tracking
Organization: Association of Collegiate Schools of Planning
Location: Houston, TX, USA
Year: 2015