Mark Forehand

Business, Management and Accounting · Social Sciences

26h-index3.0kcitations66works0.02yr avg
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Research Topics

Consumer Behavior in Brand Consumption and Identification(27), Social and Intergroup Psychology(20), Cultural Differences and Values(14), Behavioral Health and Interventions(11), Digital Marketing and Social Media(5)

Publications66 total

Motivated Identity Construction
2025
Consumer Identity
Edward Elgar Publishing eBooks·2024
Health-Based Weight Stereotypes in Advertising: Perpetuating Unhealthy Responses among Overweight Identifiers
Journal of Advertising·2021· 14 cited
Identity interplay: The importance and challenges of consumer research on multiple identities
Consumer Psychology Review·2021· 39 cited
Crowdsourcing the Implicit Association Test: Limitations and Best Practices
Journal of Advertising·2020· 8 cited
Introduction: the long and winding road to understanding identity theory and marketing
Edward Elgar Publishing eBooks·2019· 2 citedOpen Access
The Many-Faced Consumer: Consumption Consequences of Balancing Multiple Identities
Journal of Consumer Research·2019· 36 cited
Egocentric Improvement Evaluations: Change in the Self as an Anchor for Brand Improvement Judgments
Journal of Marketing Research·2018· 23 cited
Egocentric Improvement Evaluations: Change in the Self as an Anchor for Brand Improvement Judgments
Journal of Marketing Research·2018· 4 cited
Barriers to and Facilitators of Alcohol Use Disorder Pharmacotherapy in Primary Care: A Qualitative Study in Five VA Clinics
Journal of General Internal Medicine·2017· 98 citedOpen Access
Activating stereotypes with brand imagery: The role of viewer political identity
Journal of Consumer Psychology·2016· 34 cited
Tu Amigo Pepe: Evaluation of a Multi-media Marketing Campaign that Targets Young Latino Immigrant MSM with HIV Testing Messages
AIDS and Behavior·2016· 67 cited
How Health-Based Body Image Stereotypes in Advertising Perpetuate Unhealthy Consumption Decisions Among At Risk Populations
ACR North American Advances·2016
The ebb and flow of consumer identities: the role of memory, emotions and threats
Current Opinion in Psychology·2015· 46 cited
Barriers and facilitators to pharmacotherapy for alcohol use disorders in primary care: results of a qualitative study in 4 va primary care clinics
Addiction Science & Clinical Practice·2015Open Access
It's not us, it's you: How threatening self-brand association leads to brand pursuit
International Journal of Research in Marketing·2015· 31 cited
When Does Identity Salience Prime Approach and Avoidance?
2015
Measuring the Nonconscious
2015· 9 cited
Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands
Journal of Consumer Research·2014· 73 cited
HIV Prevention Messages Targeting Young Latino Immigrant MSM
AIDS Research and Treatment·2014· 28 citedOpen Access
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Frequent Co-authors

Andrew Perkins(14), Americus Reed(10), Rohit Deshpandé(5), Jeffrey R. Harris(5), Peggy A. Hannon(5), Marcia R. Weaver(4), Anthony G. Greenwald(4), Justin W. Angle(3), Rosa Solorio(3), Kathryn R. Mercurio(3), Sokiente Dagogo-Jack(3), Diane P. Martin(3), Hendrika Meischke(3), Paula Diehr(3), Scott Connors(3), Katie Spangenberg(3), Stefano Puntoni(2), Luk Warlop(2), Patricia Lichiello(2), Pamela Norton-Shelpuk(2)