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Andrew A. Mitchell

Andrew Mitchell

Andrew A. Mitchell

Ellison Professor of Marketing Emeritus  

Degrees:

PhD, University of California, Berkeley
BA, Arizona State University

Bio

Andrew Mitchell is the Patricia Ellison Emeritus Professor of Marketing at Rotman. His current research focus is on self-control, persuasion, metacognitive processes, nonconscious processes and the effects of knowledge, emotions, and personality traits on judgements and choice. He has published over 50 articles including articles in the Journal of Consumer Research, Journal of Marketing Research, Management Science and Journal of Marketing.

Selected Publications - Papers

  • The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information

    In K. Machlait and R. Yalch (eds.), Online Consumer Behavior, Hillsdale, N.J.: Lawrence Erlbaum Associates

    Issue:30

    2003

    Pages: 443-454

  • Auctions: Research Opportunities in Marketing

    with D. Chakravarti, et al.

    Marketing Letters

    Issue:13

    2002

    Pages: 281-296

  • The Use of Alternative Knowledge Acquisition Procedures in the Development of a Knowledge Base Media Planning System

    International Journal of Man-Machine Studies

    Issue:26

    1987

    Pages: 399-411

  • The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement

    Journal of Consumer Research

    1986

    Pages: pp. 12-24

Selected Publications - Books and Chapters

  • The Influence of Implicit Attitudes on Choice when Consumers Are Confronted with Conflicting Attribute Information

    Melanie A. Dempsey and Andrew A. Mitchell

    Journal of Consumer Research

    Issue:37

    2010

    Pages: 614-625

  • How Banner Ads Affect Brand Choice Without Click-Through

    In K. Machlait and R. Yalch (eds.), Online Consumer Behavior, Hillsdale, N.J.: Lawrence Erlbaum Associates

    2005

  • The Assessment of Alternative Measures of Consumer Expertise

    with P. Dacin

    Journal of Consumer Research

    Issue:23

    1996

    Pages: 219-239

  • Point of Sale Data in Consumer Goods Marketing: Transforming Marketing From an Art to a Science

    With (D. Ing), In Blattberg, R. Glazer, and J. Little (eds.), The Information Revolution in Marketing, Harvard University Press

    1994

    Pages: 30-57

  • A Framework for Understanding the Effect of Advertising Exposure on Choice

    with P. Nedungadi and I. Berger

    In A.A. Mitchell (ed.), Advertising Exposure, Memory and Choice, Hillsdale, N.J.: Lawrence Erlbaum Associates

    1993

    Pages: 89-116

  • Attitude Toward the Advertisement Effects Over Time and in Attitude Change Situations

    In A.A. Mitchell (ed.), Advertising Exposure, Memory and Choice, Hillsdale, N.H.: Lawrence Erlbaum Associates

    1993

    Pages: 89-116

  • The Effect of Advertising Repetition on Attitude Accessibility, Attitude Confidence/Certainty and the Attitude-Behaviour Relationship

    with I. Berger

    Journal of Consumer Research

    Issue:16

    1989

    Pages: 269-279

Honors and Awards

  • 1971

    University of California at Berkeley, Selected to represent the University of California at Berkeley, at the AMA doctoral Consortium

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