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Scott A. Hawkins

Scott Hawkins

    Scott A. Hawkins

    Associate Professor of Marketing  

    Degrees: PhD, Carnegie Mellon University
    MS, Carnegie Mellon University
    BA, Northwestern University
    Email: Send an email to Scott A. Hawkins

    Bio

    Scott Hawkins is an Associate Professor of Marketing at Rotman. His research interests focus on consumer behavior and advertising effectiveness, particularly interested in the heuristics consumers employ to cope with complex information. Scott teaches MBA and PhD courses in Behavioural Decision Making, Marketing Management and Consumer Behaviour. His research has been published in Journal of Business Research, Journal of Consumer Psychology and Journal of Consumer Research. Prior to Rotman, Scott has taught at the University of Chicago and Carnegie Mellon University.

    Academic Positions

    1998-Present  Associate Professor of Marketing; Rotman School of Management, University of Toronto
    1993-1998  Assistant Professor of Marketing; Rotman School of Management, University of Toronto
    1989-1993  Assistant Professor of Marketing; Graduate Business School, University of Chicago
    1988-1989  Instructor in Marketing; Graduate School of Business, University of Chicago
    1987-1988  Instructor in Marketing; Graduate School of Industrial Administration, Carnegie Mellon University
    1987  Instructor in Social Sciences; Carnegie Mellon University

    Selected Publications - Papers

    Selected Publications - Books and Chapters

    • Advertising Repetition and Consumer Beliefs: The Role of Source Memory; with S. Law in B. Wells (Ed.); Measuring Advertising Effectiveness; 1997

    Research and Teaching Interests

    I teach courses in Consumer Behaviour and Branding in the MBA and Commerce Programs. My research interests focus on consumer behavior and advertising effectiveness. I am particularly interested in the heuristics consumers employ to cope with complex information. Specific issues include: choice architecture and moral decision making, mechanisms by which consumers form beliefs about products, response mode effects in consumer preference elicitation, the role of memory processes in judgment strategies, reference points in price perception and evaluation, and hindsight biases that occur when consumers look back on previous experiences and try to learn from them.  

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