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Andrea C. Wojnicki Assistant Professor of Marketing   Degrees   Harvard Business School, Doctor of Business Administration York University Schulich School, M.B.A. University of Calgary Haskayne School, B.Comm Email   Phone   (416) 946-8088

Non-Academic Positions 2001   Research Consultant, General Motors 1994-99   Brand Manager, Kraft Foods 1992-93   Store Manager, Toys 'R Us

Selected Articles and Papers "Word-of-Mouth as Self Enhancement " with D. Godes, SSRN Working Paper 908999 "Opening the Black Box of Buzzing Bloggers: Understanding How Consumers Deal with the Tension between Authenticity and Commercialism in seeded Word of Mouth Campaign," with R. Kozinets, S. Wilner & K. deValck , Advances in Consumer Research, 2008 "Balance and Word-of-Mouth Communication: A Signed Analysis of Consumers Cognitive Networks," with Nan Jia, Advances in Consumer Research , 2008 "Subjective Expertise and Word-of-Mouth," Advances in Consumer Research, vol.33, 2006 "Contracting for Relationships: A Developmental View," with S. Fournier & J. Avery , Advances in Consumer Research, vol.32, 2005 "Contracting for Loyalty," with S. Fournier & J. Avery , AMA Summer Educator’s Proceedings, vol.15, 2004 "Social Hubs: A Valuable Segmentation Construct in the WOM Consumer Network," Advances in Consumer Research, 31, 2004 "Social Hubs," American Marketing Association Conference Proceedings, 15, 2003

Professional Affiliations/Memberships WOMMA (Word-of-Mouth Mktg Association - Advisory Board Member and blog author) Association for Consumer Research Society for Consumer Psychology American Marketing Association

Honors/Awards 2002 Fellow, AMA-Sheth Foundation Doctoral Student Consortium 2000-2005 Harvard University Graduate Student Fellowship

Research and Teaching Interests Consumer Behavior, Word-of-Mouth, Marketing Communications, Advertising, Marketing Strategy, Branding, Influence and Persuasion

Other Information Research cited in "The Anatomy of Buzz Revisited" (Emanuel Rosen, forthcoming), as well as Time magazine, Financial Post magazine, the Globe & Mail, the National Post, the Toronto Star. Professor Wojnicki has also been interviewed regarding her research on CBC Canada Now, CBC Business, and CTV National News.