Faculty & Staff Directory

iconiconiconNameEric YorkstonImageEric YorkstonFirstnameEricLastnameYorkstonOffice Phone(817) 257-5442
VitaeDownload Vita
Position:Associate Professor and Marketing Department ChairDepartment:Marketing DepartmentOffice:Neeley 3352Role: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
  • Creativity and Design Thinking
Work Experience
  • Visiting Associate Professor, Rady School of Management, University of California - San Diego, 2015 -present
  • Visiting Associate Professor, Schidler School of Business, University of Hawaii at Manoa, 2013
  • Assistant Professor, Department of Marketing, Marshall School of Business, University of Southern California, 2000-2005
Courses Taught
  • Customer Insights
  • Design Thinking
  • Fieldwork in Design Thinking
  • Global Experiences
  • Brand Strategy
Key Publications
  • Sunder, Sarang, Kihyun Hannah Kim, and Eric A. Yorkston (2019), "What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions." Journal of Marketing, 83 (6)
  • Yorkston, Eric A., and Xavier Dreze, "A Framework for Understanding Communication Through Comics (Illustrated)." in Review of Marketing Research: Continuing to Broaden the Marketing Concept. vol 17 ed. Dawn Iacobucci. Bingley, UK: Emerald Publishing, forthcoming.
  • Ghoshal, Tanuka, Eric A. Yorkston, Joseph C. Nunes, and Peter Boatwright (2014), "Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis.” Journal of Marketing Research, 51 (5)
  • Morales, Andrea C., Maura Scott, and Eric A Yorkston (2012), “The Role of Accent Standardness in Message Preference and Recall.” Journal of Advertising, 41 (1) 33-45.
  • Yorkston, Eric A., Joseph C. Nunes, and Shashi Matta (2010), “The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions.” Journal of Marketing, 74 (1).
  • Naylor Gillain, Susan Bardi Kleiser, Julie Baker, and Eric Yorkston (2008), “Using Transformational Appeals to Enhance the Retail Experience.” Journal of Retailing, 84 (1).
  • Yorkston, Eric a. 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
Awards / Recognition
  • Executive Officer of the Society for Consumer Psychology
  • Editorial Board of Marketing Letters and Marketing and Branding Research
  • Neeley Distinguished Teaching Fellow
  • Idea Factory Faculty Fellow
  • Comparative Race and Ethnic Studies Core Faculty
  • Served on Editorial Review Board of Journal of Consumer Psychology and Journal of Consumer Research
  • Outstanding Reviewer Award for JCR 2003-2004
International Experience
  • Co-lead MBA classes to Japan (5 times), Chile (8 times), Peru (5 times), Mexico, Cuba, India, France, Germany and UAE.
  • Taught EMBA in Vietnam (2 times)
  • of the Ring
Hobbies / Interests
  • running, golf, basketball, board games, graphic novels, alcohol