Mark Forehand

Pigott Family Professor of Marketing at Michael G. Foster School of Business, University of Washington

Mark Forehand is a distinguished academic in the field of marketing and consumer behavior at the University of Washington's Michael G. Foster School of Business. Here are key details about his background and accomplishments:

Academic Position and Expertise

Mark Forehand holds the Pigott Family Professorship in Business Administration and serves as the Chair of the Department of Marketing and International Business at the Foster School of Business.1 2 His academic expertise includes:

Advertising
Brand management
Consumer behavior
Consumer segmentation

Education

He received his education from Stanford University, earning:

PhD in Marketing (1997)
BA in Psychology-Decision Science (1992)1

Research Focus

Forehand's primary research interests lie in:

Consumer psychology and branding
Implicit attitude formation and measurement
Consumer social identity and advertising response
Health marketing1 2

His work has been published in numerous prestigious journals in marketing and psychology, including the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology.1

Teaching and Awards

Professor Forehand is highly regarded for his teaching, particularly in brand strategy for MBA and executive programs. He has received multiple teaching awards, including:

PACCAR Award for Teaching Excellence (the largest monetary award for MBA teaching excellence in the U.S.)
MBA Elective Professor of the Year (multiple years)
Ron Crockett Award for Graduate Teaching1

Additional Roles and Contributions

Beyond his primary academic position, Forehand holds adjunct professorships in Global Health and Health Systems and Population Health at the University of Washington.2 3 He has also:

Co-founded the Health Marketing Research Center at UW
Received grants from organizations like NIH, Robert Wood Johnson Foundation, and Bill & Melinda Gates Foundation
Provided expert testimony on branding, research methods, and perceptual biases1

Mark Forehand's multifaceted career spans marketing theory, consumer psychology, and health-related marketing applications, making him a respected figure in both academic and practical spheres of marketing.