Mark Forehand

11 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0002-1973-6400

Foster School of Business, University of Washington

Publications

• The Many-Faced Consumer: Consumption Consequences of Balancing Multiple Identities — Journal of Consumer Research 2020
• Egocentric Improvement Evaluations: Change in the Self as an Anchor for Brand Improvement Judgments — Journal of Marketing Research 2018
• Activating stereotypes with brand imagery: The role of viewer political identity† — Journal of Consumer Psychology 2017
• Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands — Journal of Consumer Research 2015
• Implicit Self-Referencing: The Effect of Nonvolitional Self-Association on Brand and Product Attitude — Journal of Consumer Research 2012
• When are automatic social comparisons not automatic? The effect of cognitive systems on user imagery-based self-concept activation† — Journal of Consumer Psychology 2011
• An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association — Journal of Consumer Research 2011
• Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice-Overs — Journal of Consumer Research 2005
• On self-referencing differences in judgment and choice — Organizational Behavior and Human Decision Processes 2005
• What We See Makes Us who We are: Priming Ethnic Self-Awareness and Advertising Response — Journal of Marketing Research 2001
• Initial Retrieval Difficulty and Subsequent Recall in an Advertising Setting — Journal of Consumer Psychology 1995