Daniel Howard


PhD, Marketing, Ohio State University, 1986
MA, Marketing, Ohio State University, 1985
MSSA, Health/Mental Health, Case Western Reserve University, 1979
BA, Psychology, Ohio Weslyan University, 1974


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  • Bio

    Daniel J. Howard received his PhD in business administration from Ohio State University, where he specialized in marketing and consumer behavior.  He has published extensively in the area of influence and persuasion.  He currently serves as associate editor of Social Influence and has been an editorial board member for the Journal of Advertising for over 20 years.  Dr. Howard has received the "Research Excellence Award" from the Cox School of Business for recognition of his accomplishments.  He has also received the "Outstanding MBA and BBA Teacher Awards" and was named "Outstanding Professor on Campus" at Southern Methodist University.  Business Week magazine has recognized Dr. Howard as an "Outstanding Graduate Marketing Faculty" member.  He served as faculty president of the Cox School from 1991-1997 and as chairman of the marketing department at Cox from 1993-2008.  Dr. Howard has also consulted with many area corporations, including KFC, Fannie Mae, Honeywell, Texas Instruments, and JPI.  He has served as a marketing expert in litigation matters for a variety of companies, including AT&T, Enterprise, AMP, NCAA, and EDS.

  • Teaching

    ADV 2301 Consumer Behavior
    MKTG 3343 Consumer Behavior
    MKTG 6204 Consumer Behavior

    University Teaching

    Consumer Behavior (undergraduate and graduate)
    Marketing Communications Management (graduate and undergraduate)
    Principles of Marketing (undergraduate)
    Marketing Research (undergraduate)
    Marketing Planning (graduate)
    Retailing (undergraduate)

  • Research

    Influence and persuasion techniques in advertising and consumer behavior

  • Select Publications

    Howard, Daniel J. and Roger A. Kerin (2014), "Individual Differences in the Name Similarity Effect: The Role of Self-Monitoring", Journal of Individual Differences, 35, 2, 111-118.

    Howard, Daniel J. and Roger A. Kerin (2013), "A Surname Brand Effect Explanation for Consumer Brand Preference and Advocacy", Journal of Product and Brand Management, 22, 5/6, 362-370.

    Howard, Daniel J. (2012), "Social Influence and Consumer Behavior", Social Influence, 7, 3, 131-133.

    Howard, Daniel J. and Roger A. Kerin (2011), "Changing Your Mind About Seeing a Brand That You Never Saw", Psychology and Marketing, 28, 2, 168-187.

    Howard, Daniel J. and Roger A. Kerin (2011), "The Effects of Name Similarity on Message Processing and Persuasion", Journal of Experimental Social Psychology , 47, 1, 63-71.

    Working Paper

    Daniel J.Howard (2019), "Message Processing And The Door-In-The-Face Technique", Basic And Applied Social Psychology