Faculty & Staff Directory

iconiconiconNameEric YorkstonImageEric YorkstonFirstnameEricLastnameYorkstonOffice Phone(817) 257-5442
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Position:Associate ProfessorDepartment:Marketing DepartmentOffice:TOCB 103Role:FacultyEducation
  • University of Colorado BA 1992
  • Rutgers University MBA 1995
  • New York University MPhil 1998
  • New York University PhD 2000
Areas of Expertise / Research
  • Branding
  • Psycholinguistics
  • Product Development
  • Survey Methodology
  • Consumer Psychology
Work Experience
  • Assistant Professor, Department of Marketing, Marshall School of Business, University of Southern California, 2000-2005
Courses Taught
  • Marketing Management
  • Consumer Behavior
  • New Product Development and Branding
Key Publications
  • Yorkston, Eric and Gustavo de Mello (2005) Linguistic Gender Marking and Categorization Journal of Consumer Research, 32 (2)
  • Yorkston, Eric A. and Geeta Menon (2004), A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments, Journal of Consumer Research, 31 (1), 43-51
  • Susan M. Fournier, Laura Winig, Andrea C. Wojnicki and Eric A. Yorkston (2001), Naming the Brand, HBS Teaching Note No. 5-502-029, Boston: Harvard Business School Publishing
  • Menon, Geeta and Eric A. Yorkston (1999), The Use of Memory and Contextual Cues in Formation of Behavioral Frequency Judgments: A Conceptual Review, in The Science of Self Reports: Implications for Research and Practice, Arthur A. Stone, ed. Lawrence Erlbaum Associates: New Jersey, 63-79.
  • LaBarbera, Priscilla A., Peter Weingard, and Eric A. Yorkston (1998), Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles, Journal of Advertising Research, 38 (5), 29-43.
Awards / Recognition
  • Served on Editorial Review Board of Journal of Consumer Psychology and Journal of Consumer Research
  • Outstanding Reviewer Award for JCR 2003-2004
  • AEF Visiting Professor Program Selection, DDB Chicago, 2004
  • Herman E. Kroos Dissertation Award, NYU 2000
International Experience
  • Co-lead MBA company visits to Japan (5 times), Chile, Mexico, and Cuba