Rotman School of Management

Main Content

Andrew A. Mitchell

Andrew Mitchell

    Andrew A. Mitchell

    Ellison Professor of Marketing Emeritus  

    Degrees: PhD, University of California, Berkeley
    BA, Arizona State University
    Email: Send an email to Andrew A. Mitchell

    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.

    Academic Positions

    2011-Present  Ellison Professor Emeritus of Marketing; Rotman School of Management, University of Toronto
    1986-2011  Patricia Ellison Professor of Marketing; Rotman School of Management, University of Toronto
    1984-1986  Associate Professor of Marketing; Faculty of Management, University of Toronto
    1981-1984  Associate Professor of Marketing; Graduate School of Industrial Administration, Carnegie-Mellon University
    1975-1981  Assistant Professor of Marketing; Graduate School of Administration, Carnegie-Mellon University
    1972-1975  Assistant Professor of Marketing; College of Business Administration, The Pennsylvania State University

    Non-Academic Positions

    1969  Maxwell House Division of the General Foods Corporation
    1963-1967  Positions included Market Analyst and Account Executive on the Italian Swiss Colony and Levi Strauss accounts;Honig-Cooper & Harrington Advertising, San Francisco

    Selected Publications - Papers

    • 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
    • The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information; with E. Cowley; Journal of Consumer Research; Issue: 30; 2003; Pages: pp. 443-454
    • Auctions: Research Opportunities in Marketing; with D. Chakravarti, et al.; Marketing Letters; Issue: 13; 2002; Pages: pp. 281-296
    • The Assessment of Alternative Measures of Consumer Expertise; with P. Dacin; Journal of Consumer Research; Issue: 23; 1996; Pages: pp. 219-239
    • 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: pp. 269-279
    • 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: pp. 399-411
    • The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement; Journal of Consumer Research; Issue: 13; 1986; Pages: pp. 12-24

    Selected Publications - Books and Chapters

    • 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; Pages: pp. 125-142
    • 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: pp. 30-57
    • 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: pp. 209-238
    • 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: pp. 89-116

    Academic / Professional Service

    1994  Co-Chair; American Marketing Association Educators Conference, San Francisco, CA

    Honors and Awards

    1971  Selected to represent the University of California at Berkeley, at the AMA doctoral Consortium

    Research and Teaching Interests

    Teaches Ph.D. Seminars in Consumer Behaviour and Behavioural Research Methods in Marketing. Current research interests include consumer judgments and decision making, self-control processes, effect of implicit and explicit attitudes on choice, effect of goals on consumer judgments and choice and the effect of nonconscious processes on judgments and choice.  

    Login to my account

    SHARE THIS --
    © Rotman School of ManagementAASCB