Scott A. Hawkins
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.
|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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