Carson College of Business Faculty Directory

Carson College Directory

Andrew Perkins

Marketing and International Business



  • PhD (University of Washington Foster Schoo of Business)
  • MBA (Washington State University)
  • BS (Washington State University)

Andrew Perkins

Dr. Andrew Perkins is an associate professor of Marketing and International Business. Dr. Perkins' research explores numerous facets of what is generally termed Implicit Social Cognition, broadly defined as the cognitive processes that affect our behavior but are unavailable to introspection by consumers and not directly observable by researchers. Within the general domain of Implicit Social Cognition, Dr. Perkins examines the cognitive and behavioral effects of linking new or novel objects to the consumer self-concept, how the metaphorical relationship between psychological and physical experience affects behavior, and how implicit, or unconscious, attitudes and cognitive processes affect perceptions of race, gender, and nationality. Dr. Perkins has published numerous articles in top Marketing journals, including Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Management. Dr. Perkins is also the director of the Center for Behavioral Business Research (CBBR). The mission of the CBBR is to bring together industry leaders, academics, and students for the study of various behavioral issues relevant to business, consumers and broader society.

Research Interests

consumer attitudes
consumer morality
consumer self-concept
embodied cognition
implicit social cognition

Journal Articles

  • Lorena Martin, Joseph Signorile, Barbara Kahn, Andrew Perkins Improving Exercise Adherence and Physical Measures in Latina Women Journal of Racial and Ethnic Health Disparities (Online), 2015
  • Mark Lee, Jeff Rotman, Andrew Perkins Embodied cognition and social consumption: Self-regulating temperature through social products and behaviors Journal of Consumer Psychology: the Official Journal of the Society for Consumer Psychology, 2014
  • Andrew Pantos, Andrew Perkins Measuring implicit and explicit attitudes toward foreign accented speech Journal of Language and Social Psychology, 2013
  • Eden King, Whitney Botsford, Michelle Hebl, Stephanie Kazama, J.F. Dawson, Andrew Perkins Benevolent sexism at work: Gender differences in the distribution of challenging developmental experiences Journal of Management, 2012
  • Andrew Perkins, Mark Forehand Implicit self-referencing: The effect of nonvolitional self-association on brand and product attitude Journal of Consumer Research, 2011
  • Mark Forehand, Andrew Perkins, Americus Reed II When are automatic social comparisons not automatic? The effect of cognitive systems on user imagery-based self-concept activation Journal of Consumer Psychology: the Official Journal of the Society for Consumer Psychology, 2011
  • Max McDaniel, Margaret Beier, Andrew Perkins, Stephen Goggin An assessment of the fakeability of self-report and implicit personality measures Journal of Research in Personality, 2009
  • Michelle Hebl, Eden King, Andrew Perkins Ethnic differences in the stigma of obesity: Identification and engagement with a thin ideal Journal of Experimental Social Psychology, 2009
  • David Grande, Dominick Frosch, Andrew Perkins, Barbara Kahn The Branded Physician’s Office: Effects of Exposure to Small Pharmaceutical Promotional Items on Physician Treatment Preferences Archives of Internal Medicine, 2009
  • Andrew Perkins, Mark Forehand Decomposing the implicit self-concept: The relative influence of semantic meaning and valence on attribute self-association Social Cognition, 2006
  • Mark Forehand, Andrew Perkins Implicit assimilation and explicit contrast: A set/reset model of response to celebrity voice-overs Journal of Consumer Research, 2005
  • Denny Rutherford, Andrew Perkins, Eric Spangenberg Trade dress and consumer perception of product similarity Journal of Hospitality & Tourism Research, 2000
  • Carl Obermiller,, Eric Spangenberg, Andrew Perkins Predicting the Effects of Country of Origin as an Information Cue , 1999

    Books/Book Chapters

    • Book Chapter Malte Friese, Andrew Perkins, Fons van de Vijver, Tuulia Ortner Implicit Measures in Consumer Psychology
    • Book Chapter Andrew Perkins, Mark Forehand, Bertram Gawronski, Keith Payne Implicit Social Cognition and Indirect Measures in Consumer Behavior
    • Book Chapter Andrew Perkins, Mark Forehand, Dominika Maison, Anthony Greenwald, Curt Haugtvedt The Influence of Implicit Social Cognition on Consumer Behavior: Measuring the Non-Conscious


      • Andrew Wayne Perkins Embodied Cognition
      • S. H.M. Lee, J. W. Rotman, Andrew Wayne Perkins The Warmth of Our Regrets
      • Andrew Wayne Perkins The Bright Side of MOOCs
      • J. Rotman, S. H.M. Lee, Andrew Wayne Perkins Embodied Cognition and Social Consumption: Self-Regulating Temperature through Social Products and Behaviors
      • Andrew Wayne Perkins Embodied Cognition and Consumption Behavior
      • Andrew Wayne Perkins Automatic attitude formation resulting from self-association
      • Andrew Wayne Perkins Recent Consumer Behavior Applications of the IAT
      • Andrew Wayne Perkins The Implicit Association Test in Consumer Behavior
      • Andrew Wayne Perkins Implicit processing in Consumer Behavior
      • Andrew Wayne Perkins Introduction to the Implicit Association Test (IAT)
      • Andrew Wayne Perkins Self-concept organization: Is the actual or ideal more important?

        Conference Proceedings

        • Scott Connors, Katie Spangenberg, Andrew Perkins, Mark Forehand How Health-based Body Image Stereotypes Perpetuate Unhealthy Consumption Decisions Association for Consumer Research
        • Scott Connors, Mansur Khamitov, Jeff Rotman, Matthew Thomson, Andrew Perkins Consumer-Brand Relationships and Closeness to the Self: A Construal Level Perspective Association for Consumer Research
        • Scott Connors, Katie Spangenberg, Andrew Perkins, Mark Forehand Health-based Body Image Stereotypes Perpetuate Unhealthy Consumption Decisions Society for Consumer Psychology
        • Andrew Perkins, Mark Forehand, Punam Keller, Dennis Rook Exploring Implicit Self-Domains with the IAT
        • Mark Forehand, Andrew Perkins, Susan Heckler, Stewart Shapiro Unconscious Processing of Spokesperson Information: The Influence of Implicit Cognition
        • Therese Louie, Andrew Perkins, Stephen Hoch, Robert Meyer Another All-Nighter: Factors that Influence the Planning Fallacy
        • David Sprott, Eric Spangenberg, Andrew Perkins, Eric Arnould, Linda Price Two More Self-Prophecy Experiments
        • Andrew Perkins, Margaret Campbell, Karen Machleit The Effect of Goal Context on the Structure of Ad Hoc Categories


          • S. Connors, K. Spangenberg, M. Forehand, A. Perkins How Health-based Body Image Stereotypes in Advertising Perpetuate Unhealthy Consumption Decisions Among at Risk Populations (2 experiments completed)
          • S. Connors, T.J. Weber, A. Perkins Political Identity Threat
          • S. Connors, J. Erhlinger, A. Perkins Purposeful Play: Shifting Implicit Theories of Intelligence Through Embodied Malleability and Rigidity Interventions (2 experiments completed)
          • S. Connors, A. Perkins Single-Target BID Validation (2 experiments collected)
          • S. Connors, A. Perkins The Hipster Effect: Implicit/Explicit Identity Dissociation (1 experiment completed)
          • S. Connors, K. Spangenberg, A. Perkins The Role of Psychological Distance in the Encoding and Retrieval of Identity-Relevant Brand Associations (3 experiments completed)
          • S. Connors, A. Perkins The Unified Theory of Implicit Social Consumption
          • S. Connors, A. Perkins Understanding the Mere Groups Effect and its Influence on Consumer Preference Formation (1 experiment completed)
          • Andrew Perkins Developing a New Smartphone Application: UrbanBaby