Derek D. Rucker
Derek D. Rucker

MARKETING
Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing
Professor of Marketing

Print Overview

Dr. Rucker joined the Kellogg marketing department in Fall of 2005. Currently, Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses on the study attitudes, persuasion, and consumer behavior. This work seeks to ask questions regarding what makes for effective advertising communications and seeks to understand the motives underlying consumer consumption. To answer these questions Dr. Rucker draws on his rich training in social psychology and evokes constructs of certainty, power, and human emotion. His work has appeared in numerous leading journals in psychology and marketing such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. In addition, his research has been covered in major media outlets such as The New York Times, Time Magazine, and ABC News.

Dr. Rucker currently teaches the advertising course at Kellogg. The course focuses on basic psychological principals to better understand how to plan and execute successful advertising. In recognition of his passion for teaching, Dr. Rucker was nominated as a finalist for the L.G. Lavengood Outstanding Professor of the Year Award. In addition to his work in the classroom, Dr. Rucker is a co-instructor of the annual Kellogg Advertising Superbowl Review. The review is in the spirit of Kellogg’s focus on experiential learning and is designed to cultivate basic principals learned in the classroom to critically evaluate advertising in a real world and high stakes environment.



Areas of Expertise
Advertising
Consumer Behavior
Print Vita
Education
PhD, 2005, Psychology, Ohio State University
MA, 2000, Psychology, Ohio State University
BA, 1998, Psychology, University of California, Santa Cruz

Academic Positions
Professor of Marketing, Kellogg School of Management, Northwestern University, 2013-present
Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing, Northwestern University, 2013-present
Associate Professor of Marketing(with tenure), Kellogg School of Management, Northwestern University, 2009-2013
Assistant Professor of Marketing, Kellogg School of Management, Northwestern University, 2006-2009
Donald P. Jacobs Scholar in Marketing, Kellogg School of Management, Northwestern University, 2005-2006

Grants and Awards
Richard M. Clewett Professorship in Marketing, 2010-2012
L.G. Lavengood Outstanding Professor of the Year Award Finalist, Kellogg School of Management , 2008-2011
Park Outstanding Contribution to JCP Award, Runner Up , 2011
Fellow, Society for Experimental Social Psychology, 2011
Marketing Science Institute Young Scholar, 2009
Kraft Research Professorship Chair, Kellogg School of Management, 2006-2007
Advertising Educator Foundation Visiting Professor Fellowship, Kellogg School of Management , 2005
Early Career Contribution Award, Society for Consumer Psychology, 2013

Editorial Positions
Editorial Board, Journal of Consumer Psychology, 2010-present
Associate Editor, Association for Consumer Research Proceedings , 2010

 
Print Research
Research Interests
Psychology of conviction (consumer certainty and power), emotions, attribution, and statistical methodology

Articles
Lammers, Joris, David DuBois, Derek D Rucker and Adam D. Galinsky. 2013. Power Gets the Job: Priming Power Improves Interview Outcomes. Journal of Experimental Social Psychology. 49(4): 776-779.
Wan, Echo Wen and Derek D Rucker. 2013. Confidence and Construal Framing: When Confidence Increases versus Decreases Information Processing. Journal of Consumer Research. 39: 977-992.
DeMarree, Kenneth G., Chris Loersch, Pablo Briñol, Richard E. Petty, B. Keith Payne and Derek D Rucker. 2012. From Primed Construct to Motivated Behavior: Validation Processes in Goal Pursuit. Personailty and Social Psychology Bulletin. 38(12): 1659-1670.
Kim, Soo and Derek D Rucker. 2012. Bracing for the Psychological Storm: Proactive versus Reactive Compensatory Consumption. Journal of Consumer Research. 39: 815-830.
Mazzoco, Philip, Derek D Rucker, Adam D. Galinsky and Eric T. Anderson. 2012. Actual and Vicarious Group Membership Impacts Consumers' Desire for Status. Journal of Consumer Psychology . 22: 520-528.
Galinsky, Adam D., Jennifer Whitson, Li Huang and Derek D Rucker. 2012. Not So Fluid and Not So Meaningful: Towards an Appreciation of Content-Specific Compensation. Psychological Inquiry. 23: 339-345.
D’Angelis, Matteo, Andrea Bonezzi, Alessandro Peluso, Derek D Rucker and Michele Costabile. 2012. On Braggarts and Gossips: A Self Enhancement Account of Word-of-Mouth Generation and Transmission . Journal of Marketing Research. 49(4): 551-563.
Rucker, Derek D, Adam Galinsky and David DuBois. 2012. Power and Consumer Behavior: How Power Shapes Who and What Consumers Value. Journal of Consumer Psychology. 22(3): 352-368.
DuBois, David, Derek D Rucker and Adam Galinsky. 2012. Super Size Me: Product Size as a Signal of Status. Journal of Conusmer Research. 38(6): 1047-1062.
Rucker, Derek D, Kristopher Preacher, Zakary Tormala and Richard Petty. 2011. Mediation Analysis in Social Psychology: Current Practices and New Recommendations. Social and Personality Psychology Compass . 5(6): 359-371.
Rucker, Derek D, David DuBois and Adam Galinsky. 2011. Generous Paupers and Stingy Princes: Power Drives Consumer Spending on Self and Others. Journal of Consumer Research. 37(6): 1015-1029.
Inesi, M. Ena, Simona Botti, David DuBois, Derek D Rucker and Adam Galinsky. 2011. Power and Choice: Their Dynamic Interplay in Quenching the Thirst for Personal Control. Psychological Science. 22: 1042-1048.
Clarkson, Joshua, Zakary Tormala and Derek D Rucker. 2011. Cognitive and Affective Matching Effects in Persuasion: An Amplification Perspective. Personality and Social Psychology Bulletin.(37): 1415-1427.
Inesi, M. Ena, Simona Botti, David DuBois, Derek D Rucker and Adam Galinsky. 2011. Power and Choice: Their Dynamic Interplay in Quenching the Thirst for Personal Control. Psychological Science.(22): 1042-1048.
Gal, David and Derek D Rucker. 2011. Answering the Unasked Question: Response Substitution in Consumer Surveys. Journal of Marketing Research. 48(1): 185-195.
DuBois, David, Derek D Rucker and Zakary Tormala. 2011. From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications. Journal of Marketing Research.: 1020-1032.
Labroo, Aparna and Derek D Rucker. 2010. The Orientation-Matching Hypothesis: An Emotion Specificity Approach to Affect Regulation. Journal of Marketing Research. 47(5): 955-66.
Rucker, Derek D, Adam Galinsky and David DuBois. 2010. The Accentuation Bias: Money Literally Looms Larger (and Sometimes Smaller) to the Powerless. Social Psychological and Personality Science. 4(3): 199-205.
Wen, Echo Wan, Derek D Rucker, Zakary Tormala and Joshua Clarkson. 2010. The Effects of Regulatory Depletion on Attitude Certainty. Journal of Marketing Research. 47: 531-41.
Wichman, Aaron, Pablo Briñol, Richard E. Petty, Derek D Rucker, Zakary Tormala and Gifford Weary. 2010. Doubting One’s Doubt: A Formula for Confidence?. Journal of Experimental Social Psychology. 46: 350-55.
Gal, David and Derek D Rucker. 2010. When in Doubt, Shout! Paradoxical Influences of Doubt on Proselytizing. Psychological Science. 21(11): 1701-1707.
Labroo, Aparna and Derek D Rucker. 2010. The orientation-matching hypothesis: An emotion-specificity approach to affect regulation. Journal of Marketing Research. 47(5): 955-966.
Rucker, Derek D and Adam Galinsky. 2009. Conspicuous Consumption versus Utilitarian Ideals: How Different Levels of Power Shape Consumer Consumption. Journal of Experimental Social Psychology. 45: 549-555.
Rucker, Derek D, Victoria DeSensi, Joshua Clarkson and Zakary Tormala. 2009. Beyond Attitude Consensus: The Social Context of Persuasion and Resistance. Journal of Experimental Social Psychology. 45: 149-54.
Rucker, Derek D, Zakary Tormala and Joshua Clarkson. 2008. A New Look at the Consequences of Attitude Certainty: The Amplification Hypothesis. Journal of Personality and Social Psychology. 95: 810-25.
Rucker, Derek D, Richard E. Petty and Pablo Briñol. 2008. What’s in a Frame Anyway?: A Meta-cognitive Analysis of One Versus Two Sided Message Framing on Attitude Certainty. Journal of Consumer Psychology. 18: 137-39.
Rucker, Derek D, Richard E. Petty and Pablo Briñol. 2008. What's in a Frame Anyway?: A Meta-cognitive Analysis of One Versus Two Sided Message Framing on Attitude Certainty. Journal of Consumer Psychology. 18: 137-139.
Rucker, Derek D and Adam Galinsky. 2008. Desire to Acquire: Powerlessness and Compensatory Consumption. Journal of Consumer Research. 35: 257-267.
Tormala, Zakary, Derek D Rucker and Charles Seger. 2008. When increased confidence yields increased thought. A confidence-matching hypothesis. Journal of Experimental Social Psychology. 44(1): 141-147.
Tormala, Zakary and Derek D Rucker. 2007. Attitude Certainty: A Review of Past Findings and Emerging Perspectives. Social & Personality Psychology Compass. 1(1): 469-492.
Briñol, Pablo, Richard E. Petty, Carmen Valle, Derek D Rucker and Alberto Becerra. 2007. The Effects of Message Recipient Power on Persuasion: A Self-Validation Analysis. Journal of Personality and Social Psychology. 93(6): 1040-1063.
Preacher, Kristopher, Derek D Rucker and Andrew Hayes. 2007. Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescriptions. Multivariate Behavioral Research. 42: 185-227.
Preacher, Kristopher, Derek D Rucker and Andrew Hayes. 2007. Testing Moderated Mediation Hypothesis. Multivariate Behavioral Research. 42
Petrocelli, John, Zakary Tormala and Derek D Rucker. 2007. Unpacking Attitude Certainty: Attitude Clarity and Attitude Correctness. Journal of Personality and Social Psychology. 92(1): 30-41.
Bizer, George Y., Zakary Tormala, Derek D Rucker and Richard E. Petty. 2006. Memory-Based Versus On-Line Processing: Implications for Attitude Strength. Journal of Experimental Social Psychology. 42(5): 646-653.
Briñol, Pablo, Richard E. Petty and Derek D Rucker. 2006. Emotional Intelligence. Psicothema. 18: 26-33.
Rucker, Derek D and Richard E. Petty. 2006. Increasing Effectiveness of Communications to Consumers: Recommendations Based on the Elaboration Likelihood and Attitude Certainty Perspectives. Journal of Public Policy and Marketing. 25(1): 29-52.
Barden, Jamie, Derek D Rucker and Richard E. Petty. 2005. Saying One Thing and Doing Another: Examining the Impact of Event Order on Hypocrisy Judgements of Others. Personality and Social Psychology Bulletin. 31(11): 1463-1474.
Preacher, Kristopher, Derek D Rucker, Robert MacCallum and Al Nicewander. 2005. Use of the Extreme Groups Approach: A Critical Reexamination and New Recommendations. Psychological Methods. 10(2): 178-92.
Rucker, Derek D and Richard E. Petty. 2004. An Emotion Specificity Approach to Consumer Decision Making. Motivation and Emotion. 28(1): 3-21.
Bizer, George Y., Jon A. Krosnick, Allison L. Holbrook, S. Christian Wheeler, Derek D Rucker and Richard E. Petty. 2004. Impact of Personality on Cognitive, Behavioral, and Affective Political Processes: The Effects of Need to Evaluate. Journal of Personality. 72(5): 995-1028.
Rucker, Derek D, Mark Polifroni, Philip Tetlock and Amanda Scott. 2004. On the Assignment of Punishment: The Impact of General-Societal Threat and the Moderating Role of Severity. Personality and Social Psychology Bulletin. 30(6): 673-684.
Rucker, Derek D and Richard E. Petty. 2004. When Resistance is Futile: Consequences of Failed Counterarguing for Attitude Certainty. Journal of Personality and Social Psychology. 86(2): 219-235.
DeSteno, David, Richard E. Petty, Derek D Rucker, Duane Wegener and Julia Braverman. 2004. Discrete Emotions and Persuasion: The Role of Emotion-Induced Expectancies. Journal of Personality and Social Psychology. 86(1): 43-56.
Rucker, Derek D and Richard E. Petty. 2003. Effects of Accusations on the Accuser: The Moderating Role of Accuser Culpability. Personality and Social Psychology Bulletin. 29(10): 1259-1271.
MacCallum, Robert, Shabo Zhang, Kristopher Preacher and Derek D Rucker. 2002. On the Practice of Dichotomization of Quantitative Variables. Psychological Methods. 7(1): 19-40.
Rucker, Derek D and Anthony Pratkanis. 2001. Projection as an Interpersonal Influence Tactic: The Effects of the Pot Calling the Kettle Black. Personality and Social Psychology Bulletin. 27(11): 1494-1507.
DeSteno, David, Richard E. Petty, Duane Wegener and Derek D Rucker. 2000. Beyond Valence in the Perception of Likelihood: The Role of Emotion Specificity. Journal of Personality and Social Psychology. 78(3): 397-416.
Working Papers
Rucker, Derek DAngela Y. Lee and Pablo Briñol. 2011. Learning More Yet Knowing Less: The Effects of Information Acquisition on Subjective Knowledge and Information Processing.
Clarkson, Joshua, Zakary Tormala and Derek D Rucker. 2008. Attitude Certainty: The Amplifcation Hypothesis.
Book Chapters
Rucker, Derek D, Richard E. Petty and Pablo Briñol. 2014. "Social Psychological Foundations of Social Marketing." In Handbook of Persuation and Social Marketing, edited by David Stewart, New York, NY: Praeger.
Galinsky, Adam, Derek D Rucker and J. Magee. 2011. "Power." In Interpersonal Relationshipd and Group Processes, vol. 2, APA Handbook of Personality and Social Psychology, edited by Jack Dovido and Jeffery Simpson, Washington, DC: American Psychological Association.
Rucker, Derek D and Adam Galinsky. 2013. "Compensatory Consumption." In The Routledge Companion to Identity and Consumption, edited by Ayalla Ruvio Russell Belk, New York, NY: Routledge/Taylor & Francis Group.
Rucker, Derek D. 2012. "Advertising Strategy: Consumer Mindsets and Message Alignment." In Handbook of Marketing Strategy, edited by Venkatesh Shankar and Gregory Carpenter, 186-197. Gloucestershire, UK: Elgar Publishing Limited.
Rucker, Derek D, Pablo Briñol and Richard E. Petty. 2011. "Metacognition: Methods to Assess Primary from Secondary Cognition." In Handbook of Cognitive Methods in Social Psychology, edited by Karl C. Klauer, Andreas Voss, and Christoph Stahl, 236-264. New York, NY: Guilford Press.
Rucker, Derek D and Zakary Tormala. 2012. "Metacognitive Theory in Consumer Research." In Social Metacognition (Frontiers in Psychology), edited by Pablo Brinol and Ken DeMarree, 303-322. New York, NY: Psychology Press.
Rucker, Derek D and Brian Sternthal. 2009. "Acton, MA." In Advertising Strategy, Copley Custom Textbooks.
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, Richard E. Petty and Joseph Priester. 2007. "Understanding Advertising Effectiveness from Psychological Perspectives: The Importance of Attitudes and Attitude Strength." In The SAGE Handbook of Advertising, edited by Gerard J. Tellis, Tim Ambler, Thousand Oaks, CA: SAGE Publications.
Mazzoco, Philip, Derek D Rucker and Timothy Brock. 2005. "Assessing Advertising Effects: The Importance of Matching Measurement and Goals." In Applying Social Cognition to Consumer-Focused Strategy, edited by Frank R. Kardes, Paul M. Herr, Jacques Nantel, 297-318. Mahwah, NJ: Lawrence Erlbaum Associates.
Rucker, Derek D, Zakary Tormala, Richard E. Petty. 2004. "Individual Differences in Resistance to Persuasion: The Role of Beliefs and Meta-Beliefs." In Resistance and Persuasion, edited by Eric S. Knowles, Jay A. Linn, 83-104. Mahwah, NJ: Lawrence Erlbaum Associates.
Petty, Richard E., Zakary Tormala and Derek D Rucker. 2004. "Resistance to Persuasion: An Attitude Strength Perspective." In Perspectivism in Social Psychology: The Yin and Yang of Scientific Progress, edited by John T. Jost, Mahzarin R. Banaji, Deborah A. Prentice, William James Mcguire, Washington, D.C.: American Psychological Association.
Petty, Richard E., Derek D Rucker, George Y. Bizer and John Cacioppo. 2003. "The Elaboration Likelihood Model of Persuasion." In Perspectives on Persuation, Social Influence, and Compliance Gaining, edited by John S. Seiter, Robert H. Gass, Boston: Allyn & Bacon.
Petty, Richard E., David DeSteno and Derek D Rucker. 2001. "The Role of Affect in Attitude Change." In Handbook of Affect and Social Cognition, edited by Joseph P. Forgas, 212-236. Mahwah, NJ: Lawrence Erlbaum Associates.
Other
Rucker, Derek D and Timothy Calkins. "Super Bowl Advertising's New Game." Forbes, January 23, 2013.
DuBois, David and Derek D Rucker. "How to Stop Rumors Before They Ruin Your Brand." Forbes, September 16,2011.
Calkins, Timothy and Derek D Rucker. "GoDaddy and the Super Bowl." Financial Times, February 9, 2011.
Calkins, Timothy and Derek D Rucker. "Will Social Media Slay the Super Bowl?." Advertising Age, February 3, 2011.
Gal, David and Derek D Rucker. "A Quick Fix for Faulty Surveys." Advertising Age, July 27.
Calkins, Timothy and Derek D Rucker. "Why Issue-Based Advertising Is Like Walking a Minefield." Advertising Age, February 8, 2010.
Rucker, Derek D. "Best Time to Advertise? When Consumers Are Too Tired for Anything Else." Advertising Age, Oct. 12.
Calkins, Timothy and Derek D Rucker. "Does a $3M Super Bowl Ad Make Sense in a Recession?." Advertising Age, January 12, 2009.
Calkins, Timothy and Derek D Rucker. "Don’t Overemphasize ROI as Single Measure of Success." Advertising Age, February 2008.
Rucker, Derek D. "The Role of Power in Consumer Behavior." Advances in Consumer Research.
Rucker, Derek D. "Anticipatory Attitude Change.".
Rucker, Derek D, Richard E. Petty, Carmen Valle, Alberto Becerra. "The Role of Power in Consumer Persuasion." Advances in Consumer Research.
Rucker, Derek D and Richard E. Petty. "When counterarguing fails: Effects on attitude strength." Advances in Consumer Research.
Rucker, Derek D. "Functional Food Labels: Experimental Evidence of the role of claims and endorsements." Journal of Nutrition, November.
Preacher, Kristopher and Derek D Rucker. "Dumbing it Down: The Dangers of Appealing to the Lowest Common Denominator." Dialogue.
Books
Sternthal, Brian and Derek D Rucker. 2011. Advertising Strategy. Acton, MA: Copley Custom Textbooks, 2nd Edition.
Cases
Rucker, Derek D and Mauricio O'Connell. 2014. Old Spice: Repeating Success in the Face of Competitive Threat. Case 5-313-508.
Rucker, Derek D and David DuBois. 2012. Bel Brand: The Laughing Cow Challenge. Case 5-311-505 (KEL631).
Rucker, Derek D and David DuBois. 2011. Old Spice: Revitalizing Glacial Falls. Case 5-411-752 (KEL619).

 
Print Teaching
Teaching Interests
Advertising strategy
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.

Sports Marketing and Management (MKTG-951-0)

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

This course examines the problems of attracting sports fans in an increasingly competitive, fragmented, and global entertainment marketplace. It surveys the current state of sports marketing practices and discusses specific strategies and tactics of fan connection. Topics include sports branding, star power, globalization, event marketing, interactive media and technology, fantasy sports and the ways that marketers can implement change to engage fans. Students study the specific set of challenges and opportunities facing sports and entertainment properties and apply the class concepts to their own final project, in which they develop a brand transformation plan for an existing sports property. As a case study of marketing in the sports world, the course is designed to deliver insights and strategies for marketers not only interested in pursuing careers in the sports and entertainment industries but in other sectors as well.

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.