SCOTT A. HAWKINS

Associate Professor of Marketing
University of Toronto
J. L. Rotman School of Management
105 St. George Street
Toronto, Ontario M5S 3E6
(416) 978-4196 voice
(416) 978-5433 fax

Education

B.A., Northwestern University, 1984 (cum laude)
M.S., Carnegie Mellon University, 1986
Ph.D., Carnegie Mellon University, 1989

Academic Experience

1998 - present	Associate Professor of Marketing, J. L. Rotman School of Management, University of Toronto
1993 - 1998	Assistant Professor of Marketing, J. L. Rotman School of Management, University of Toronto
1989 - 1993	Assistant Professor of Marketing, Graduate School of Business, 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, Department of Social and Decision Sciences, Carnegie Mellon University

Research Interests

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: 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. I am also interested in various research methodology topics including experimental design, process tracing techniques and computer simulation of mental processes.

Recent Publications

Moorthy, K. S. & Hawkins, S. A. (2003). Advertising repetition and quality perceptions. Journal of Business Research, forthcoming. This research was the focus of an article in The Economist (Feb 14, 1998).

Hawkins, S. A., Hoch, S. J., & Meyers-Levy, J. (2001). Low-involvement learning: Repetition and coherence in familiarity and belief. Journal of Consumer Psychology, 11, 1-11.

Law, S., Hawkins, S. A., & Craik, F. I. M. (1998). Repetition-induced belief in the elderly: Implications for rehabilitating source memory deficits. Journal of Consumer Research, 25, 91-107.

Law, S. & Hawkins, S. A. (1997). Advertising repetition and consumer beliefs: The role of source memory. In B. Wells (Ed.), Measuring Advertising Effectiveness (pp. 67-75). Mahwah, NJ: Lawrence Erlbaum Associates

Hawkins, S. A. (1994). Information processing strategies in riskless preference reversals: The prominence effect. Organizational Behavior and Human Decision Processes, 59, 1-26.

Fischer, G. W. & Hawkins, S. A. (1993). Scale compatibility, strategy compatibility and the prominence effect. Journal of Experimental Psychology: Human Perception and Performance, 19, 580-597.

Hawkins, S. A. & Hoch, S. J. (1992). Low-involvement learning: Memory without evaluation. Journal of Consumer Research, 19, 212-225.

Hawkins, S. A. & Hastie, R. (1990). Hindsight: Biased judgments of past events after the outcomes are known. Psychological Bulletin, 107, 311-327.