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Brian Sternthal
Brian Sternthal

MARKETING
Kraft Foods Chair in Marketing
Chair of Marketing Department

Print Overview

Brian Sternthal holds the Kraft Professorship in Marketing

Professor Sternthal has published widely in marketing journals. His work focuses on understanding how people process the information presented in advertising messages, and the consequences of this processing for brand judgments. He also investigates the strategies consumers use to self-regulate their behavior and how they might modify these strategies to enhance the attainment of their goals.

Professor Sternthal is past editor of the Journal of Consumer Research and serves on the editorial board of this journal and the Journal of Consumer Psychology. He received his PhD from The Ohio State University.



Areas of Expertise
Advertising
Consumer Behavior
Media Marketing
  • Recent Media Coverage

    The Economist Intelligence Unit: Executive Briefing: Colored by the company you keep

    The Mint (Dow Jones publication in India): Be careful when you ask why

    Wall Street Journal: Marketers Get Creative To Stave Off Ad Fatigue

    The Mint (Dow Jones publication in India): How Not Good can be Not Bad

    See all Kellogg in the Media
Print Vita
Education
PhD, 1972, Ohio State University
MA, 1971, Ohio State University
BS, 1965, McGill University

Academic Positions
Kraft Professor of Marketing, Kellogg School of Management, Northwestern University, 1986-present
Professor of Marketing, Kellogg School of Management, Northwestern University, 1983-1986
Associate Professor of Marketing, Kellogg School of Management, Northwestern University, 1978-1983
Assistant Professor of Marketing, Kellogg School of Management, Northwestern University, 1972-1978
Visiting Assistant Professor, Fisher College of Business, Ohio State University, 1971-1972

Grants and Awards
Fellow in Consumer Research, 2010
ACR Fellow in Consumer Behavior Award, Lifetime Achievement Award for Consumer Research, ACR, 2009

Editorial Positions
Editorial Board, Journal of Consumer Psychology, 2005-2008
Editorial Board, Journal of Consumer Research, 2004-2008
Editorial Board, Journal of Consumer Psychology, 1993-2002
Editorial Board, Journal of Consumer Research, 1997-2002
Editor, Journal of Consumer Research, 1993-1996
Editorial Board, Journal of Marketing Letters, 1990-1996
Editorial Board, Journal of Marketing Research, 1993-1996
Editorial Board, Journal of Consumer Research, 1982-1984
Editorial Board, Journal of Marketing Research, 1980-1982
Editorial Board, Journal of Marketing, 1978-1981
Editorial Board, Journal of Business Research, 1976-1980

 
Print Research
Research Interests
Analysis of how communication strategies and audience characteristics influence the processing and impact of advertising messages

Articles
Hong, Jiewen and Brian Sternthal. 2010. The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments. Journal of Marketing Research. 47: 301-311.
Abstract
Lee, Angela Y., Punam A. Keller and Brian Sternthal. 2010. Value From Regulatory Construal Fit: The Persuasive Impact of Fit Between Consumer Goals and Message Concreteness. Journal of Consumer Research. 36(5): 735-747.
Malaviya, Prashant and Brian Sternthal. 2009. Parity Product Features Can Enhance or Dilute Brand Evaluation: The Influence of Goal Orientation and Presentation Format. Journal of Consumer Research. 36: 112-121.
Wan, Echo Wen, Jiewen Hong and Brian Sternthal. 2009. The Effects of Regulatory Orientation and Decision Strategy on Brand Judgements. Journal of Consumer Research. 35: 1026-1038.
Sternthal, Brian and Andrea Bonezzi. 2009. Consumer Decision Making and Aging: A Commentary. Journal of Consumer Psychology. 19: 23-27.
Wan, Echo Wen and Brian Sternthal. 2008. Regulating the Effects of Depletion Through Monitoring. Personality and Social Psychology Bulletin. 34(1): 32-46.
Abstract
Nam, Myungwoo and Brian Sternthal. 2008. The Effects of a Different Category Context on Target Brand Evaluations. Journal of Consumer Research. 35: 668-679.
Abstract
Tybout, Alice, Brian Sternthal, Prashant Malaviya, Giorgos Bakamitsos and Se-Bum Park. 2005. Information Accessibility as a Moderator of Judgments. Journal of Consumer Research. 32(1): 76-85.
Abstract
Grant, Susan Jung, Prashant Malaviya and Brian Sternthal. 2004. The Influence of Negation on Product Evaluations. Journal of Consumer Research. 31(3): 583-591.
Abstract
Keller, Kevin , Brian Sternthal and Alice Tybout. 2002. Three Questions You Need to Ask About Your Brand. Harvard Business Review. 80(9): 80-86.
Abstract
Roehm, Michelle L. and Brian Sternthal. 2001. The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies. Journal of Consumer Research. 28(2): 257-272.
Abstract
Malaviya, Prashant, Joan Meyers-Levy and Brian Sternthal. 1999. Ad Repetition in a Cluttered Environment: The Influence of Type of Processing.. Psychology & Marketing. 16(2): 99-118.
Lee, Angela Y. and Brian Sternthal. 1999. Effects of Positive Mood on Memory. Journal of Consumer Research. 26(September): 115-127.
Abstract
Malaviya, Prashant and Brian Sternthal. 1997. The persuasive impact of message spacing. Journal of Consumer Psychology. 6(3): 233-255.
AbstractLink
Maheswaran, Durairaj, Brian Sternthal and Zeynep Gurhan. 1996. Acquisition and impact of consumer expertise. Journal of Consumer Psychology. 5(2): 115-133.
AbstractLink
Malaviya, Prashant, Jolita L. Kisielius and Brian Sternthal. 1996. The effect of type of elaboration on ad processing and judgment. Journal of Marketing Research. 30(4): 410-421.
AbstractLink
Meyers-Levy, Joan and Brian Sternthal. 1993. A two-factor explanation of assimilation and contrast effects. Journal of Marketing Research. 30(3): 359-368.
AbstractLink
Anand, Punam and Brian Sternthal. 1992. The effects of program involvement and ease of message counterarguing on advertising persuasiveness. Journal of Consumer Psychology. 1(3): 225-238.
AbstractLink
Meyers-Levy, Joan and Brian Sternthal. 1991. Gender Differences in the Use of Message Cues and Judgments. Journal of Marketing Research. 28(1): 84-96.
AbstractLink
Anand, Punam and Brian Sternthal. 1991. Perceptual fluency and affect without recognition. Memory and Cognition. 19(3): 293-300.
Abstract
Anand, Punam and Brian Sternthal. 1990. Ease of message processing as a moderator of repetition effects in advertising. Journal of Marketing Research. 27(3): 345-353.
AbstractLink
Maheswaran, Durairaj and Brian Sternthal. 1990. The Eeffects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments. Journal of Consumer Research. 17(1): 66-73.
AbstractLink
Sternthal, Brian, Alice Tybout and Bobby Calder. 1987. Confirmatory versus Comparative Approaches to Judging Theory Tests. Journal of Consumer Research. 14(1): 114-124.
AbstractLink
Kisielius, Jolita L. and Brian Sternthal. 1986. Examining the Vividness Controversy: An Availability-Valence Interpretation. Journal of Consumer Research. 12(4): 418-431.
AbstractLink
Hannah, Darlene B. and Brian Sternthal. 1984. Detecting and Explaining the Sleeper Effect. Journal of Consumer Research. 11(2): 632-642.
AbstractLink
Kisielius, Jolita L. and Brian Sternthal. 1984. Detecting and explaining vividness effects in attitudinal judgments. Journal of Marketing Research. 21(1): 54-64.
AbstractLink
Roedder, Deborah L., Brian Sternthal and Bobby Calder. 1983. Attitude-behavior consistency in children's responses to television advertising. Journal of Marketing Research. 20(4): 337-349.
AbstractLink
Tybout, Alice, Brian Sternthal and Bobby Calder. 1983. Information availability as a determinant of multiple request effectiveness. Journal of Marketing Research. 20(3): 280-290.
AbstractLink
Tybout, Alice, Bobby Calder and Brian Sternthal. 1981. Using information processing theory to design marketing strategies. Journal of Marketing Research. 18(1): 73-79.
AbstractLink
Calder, Bobby and Brian Sternthal. 1980. Television commercial wearout: An information processing view. Journal of Marketing Research. 17(2): 173-186.
AbstractLink
Bagozzi, Richard P., Alice Tybout, C. Samuel Craig and Brian Sternthal. 1979. The construct validity of the tripartite classification of attitudes. Journal of Marketing Research. 16(1): 88-95.
AbstractLink
Sternthal, Brian, Lynn W. Phillips and Ruby Roy Dholakia. 1979. The persuasive effects of source credibility: A situational analysis. Public Opinion Quarterly. 42(3): 285-314.
Abstract
Sternthal, Brian and Ruby Roy Dholakia. 1978. Are Highly Credible Sources Persuasive?: Rejoinder. Journal of Consumer Research. 5(1): 67-69.
Link
Dodson, Joe A., Alice Tybout and Brian Sternthal. 1978. Impact of deals and deal retraction on brand switching. Journal of Marketing Research. 15(1): 72-81.
AbstractLink
Sternthal, Brian, Ruby Roy Dholakia and Clark Leavitt. 1978. The persuasive effects of source credibility: Tests of cognitive response. Journal of Consumer Research. 4(4): 252-260.
AbstractLink
Phillips, Lynn W. and Brian Sternthal. 1977. Age differences in information processing. Journal of Marketing Research. 14(4): 449-457.
AbstractLink
Dholakia, Ruby Roy and Brian Sternthal. 1977. Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities?. Journal of Consumer Research. 3(4): 223-233.
AbstractLink
Craig, C. Samuel, Brian Sternthal and Clark Leavitt. 1976. Advertising wearout: An experimental analysis. Journal of Marketing Research. 13(4): 365-372.
AbstractLink
Zaltman, Gerald and Brian Sternthal. 1974. Broadening the concept of consumer behavior.
Abstract
Sternthal, Brian and C. Samuel Craig. 1974. Fear appeals: Revisited and revised. Journal of Consumer Research. 1(3): 22-34.
AbstractLink
Stern, Louis, Brian Sternthal and C. Samuel Craig. 1974. Strategies for managing interorganizational conflict: A laboratory paradigm. Journal of Applied Psychology. 60(4): 472-482.
Abstract
Stern, Louis, Brian Sternthal and C. Samuel Craig. 1973. A parasimulation of interorganizational conflict. International Journal of Group Tensions. 3: 68-90.
Sternthal, Brian and C. Samuel Craig. 1973. Humor in advertising. Journal of Marketing. 37(4): 12-18.
AbstractLink
Stern, Louis, Brian Sternthal and C. Samuel Craig. 1973. Managing conflict in distribution chanels: A laboratory study. Journal of Marketing Research. 10(2): 169-179.
AbstractLink
Craig, C. Samuel, Brian Sternthal and Karen Olshan. 1972. The effect of overlearning on retention. Journal of General Psychology. 87: 85-94.
Blackwell, Roger, James Hensel and Brian Sternthal. 1970. Pupil dilation: What does it measure. Journal of Advertising Research. 10(4): 15-19.
Abstract
Working Papers
Malaviya, Prashant and Brian Sternthal. 2011. The Effect of Fit on Persuasion: Regulatory Focus and Regulatory Mode.
Wan, Echo Wen and Brian Sternthal. 2011. Framing the Perception of Fatigue in Managing the Effects of Depletion.
Sternthal, Brian and Prashant Malaviya. 2010. The Persuasive Effect of Presentation Format and Recepient Expertise..
Malaviya, Prashant and Brian Sternthal. 2008. The Effects of Locomotion, Assessment and Expertise on Judgments.
Abstract
Wan, Echo Wen, Alice Isen and Brian Sternthal. 2008. The Influence of Positive Affect on Regulatory Depletion.
Abstract
Book Chapters
Tybout, Alice and Brian Sternthal. 2010. "Developing a Compelling Brand Positioning." In Kellogg on Marketing, 2nd ed., edited by Alice M. Tybout and Bobby J. Calder, 73-91. New York, NY: John Wiley & Sons, Inc.
Rucker, Derek D and Brian Sternthal. 2009. "Advertising Strategy." In Kellogg on Marketing, edited by Alice M. Tybout and Bobby Calder, New York, NY: Wiley & Sons, Inc.
Rucker, Derek D and Brian Sternthal. 2009. "Acton, MA." In Advertising Strategy, Copley Custom Textbooks.
Tybout, Alice and Brian Sternthal. 2005. "Brand Positioning." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 11-26. New York, NY: John Wiley & Sons.
Abstract
Sternthal, Brian and Angela Y. Lee. 2005. "Building Brands through Effective Advertising." In Kellogg on Branding, edited by Alice M Tybout and Tim Calkins, 129-149. New York, NY: John Wiley & Sons.
Sternthal, Brian. 2001. "Advertising Strategy." In Kellogg on Marketing, edited by Dawn Iacobucci, 215-246. New York, NY: John Wiley & Sons.
Lee, Angela Y. and Brian Sternthal. 1998. "Putting Copy-Testers to the Test." In Financial Times Mastering Marketing, London, UK: Financial Times.
Calder, Bobby, Brian Sternthal and Alice Tybout. 1994. "Experimental Design." In Principles of Marketing Research, edited by Richard Bagozzi, Cambridge, MA: Blackwell.
Sternthal, Brian, Alice Tybout and Bobby Calder. 1994. "Experimental Research." In Handbook of Marketing Research, edited by Richard Bagozzi, 195-223.
Sternthal, Brian and Punam Anand. 1988. "Resource matching as an explanation for message persuasion." In Perspectives on the Affective and Cognitive Effects of Advertising, edited by P. Cafferata and A. Tybout, Lexington Books.
Tybout, Alice, Bobby Calder and Brian Sternthal. 1978. "A Two-Stage Theory of Information Processing in Persuasion: An Integrative View of Cognitive Response and Self-Perception Theory." In Advances in Consumer Research, edited by Keith Hunt, vol. 5, Chicago, Illinois: Association for Consumer Research.
Craig, C. Samuel and Brian Sternthal. 1974. "Marketing experimentation." In Marketing Research: Fundamentals and Dynamics, edited by Gerald Zaltman and Philip Burger, Hinsdale, IL: Dryden Press.
Other
Lee, Angela Y. and Brian Sternthal. "Putting copy-testers to the test." Financial Times.
Sternthal, Brian and Alice Tybout. "The Four Ds of Effective Positioning: Defining, Differentiating, Deepening, and Defending." Financial Times.
Books
Sternthal, Brian and Derek D Rucker. 2011. Advertising Strategy. Acton, MA: Copley Custom Textbooks, 2nd Edition.
Sherry, John F. and Brian Sternthal. 1992. Advances in Consumer Research. Provo, UT: Association for Consumer Research.
Sternthal, Brian and C. Samuel Craig. 1982. Consumer Behavior: An Information Processing Perspective. Englewood Cliffs, NJ: Prentice-Hall.
Stern, Louis, Robert Dewar, Allan Drebin, Lynn W. Phillips and Brian Sternthal. 1977. The Evaluation of Consumer Protection Laws: The Case of the Fair Credit Reporting Act. Cambridge, MA: Marketing Science Institute.
Blackwell, Roger and Brian Sternthal. 1970. Laboratory Equipment for Marketing Research. Dubuque, IA: Kendall/Hunt Publishing Company.

 
Print Teaching
Teaching Interests
Advertising
Full-Time / Part-Time MBA
Advertising Strategy (MKTG-454-0)

This course counts toward the following majors: Marketing, Marketing Management

$250 billion is spent on advertising in the United States. Much of it has no effect--not because of an absence of creativity, but because the problem is due to an absence of a compelling ad strategy to serve as a foundation for developing creative executions and media plans. This course provides a balanced analysis of advertising strategy and execution. The first half focuses on selecting an attractive target for advertising and developing an effective brand position. This section stresses the importance of customer insight as a basis of creating coherence between target and position. Following the approach of the introductory marketing course, students examine in depth how planning is made operational in terms of advertising and other communication devices. The remainder of the course examines the execution of the strategy. We also examine ways to evaluate the likely impact of ad copy and review approaches to measuring the effectiveness of advertising as a vehicle for enhancing the impact of ad campaigns.

Executive MBA
Advertising Strategy (MKTGX-454-0)
Advertising Strategy examines approaches to developing, evaluating and managing advertising strategy. The course follows the structure of an advertising campaign, beginning with targeting and positioning, followed by media analysis and creative strategy implementation. The course concludes with a discussion of strategies for managing client-agency relations.