Mark Forehand

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Projects Currently Under Review

“The Shaping of Social Identity: Assimilation/Contrast Responses to Ad Exposure” Mark R. Forehand, Andrew Perkins, and Americus Reed II, Under review at Journal of Consumer Research. full paper

“The Influence of Implicit Associations on Consumer Behavior: Measuring the Non-conscious,” Andrew Perkins, Mark Forehand, Dominika Maison and Anthony Greenwald. Chapter to appear in Handbook of Consumer Psychology, C. Haugtvedt (Ed.) chapter

Working Papers

“The Structure of Implicit Self-Domains as a Mechanism for Approach and Avoidance Behavior Motivation,” Andrew Perkins and Mark R. Forehand, manuscript under preparation for Journal of Personality and Social Psychology. full paper

“Implicit Self-Referencing: The Self-Concept as a Source of Implicit Attitude Formation,” Andrew Perkins, Mark R. Forehand and Anthony Greenwald, under preparation for Journal of Consumer Research. full paper

“Managing Social Identity: Strategies for Creating Brand Identification and Community,” with Americus Reed II. Manuscript completed. Target Journal TBD. full paper

“Inflaming Desire-Proneness: Using Desire Primes to Manipulate Consumer’s Propensity to Want,” Brian J. Gibbs and Mark R. Forehand, manuscript under preparation for Journal of Applied Psychology. abstract, full paper

Projects Under Preparation

“Flexible Attitudes: The Effect of Attitude Ambiguity, Extremity, and Ambivalence on Response to Marketing Events,” Mark R. Forehand and Brian Tietje, data collection complete. Target journal: Journal of Consumer Psychology.

“Triggering Identity Salience: Personality and Situational Antecedents,” Mark R. Forehand and Americus Reed II, data collection underway. Target journal: Journal of Personality and Social Psychology.

“Guilt By Association: Identity Salience and Response to the Behavior of Others,” Mark R. Forehand, Americus Reed II, and Andrew Perkins, data collection underway. Target journal: Journal of Personality and Social Psychology.

“The Social Impact of Native American Mascots: Consumer Racial Attitudes and Beliefs as a Product of Team Exposure and Identification.” with Anthony G. Greenwald. Initial design phase.

“Brand Association Strength as a Predictor of Memory Biases,” with Kathryn Mercurio. Initial design phase.

“The Influence of Initial Belief Strength on Change Blindness,” with Ann Schlosser. Initial design phase.