Carson College of Business Faculty Directory

Carson College Directory

Andrew Perkins

Professor Chair_(Academic)
Marketing and International Business


Phone: (509) 305-0940


  • PhD (University of Washington Foster School 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 behavior
consumer decision-making
consumer morality
consumer self-concept
embodied cognition
implicit social cognition

Journal Articles

  • Sheng Bi, Andrew Perkins Does Your Boss Prefer Iced Tea Advertisements? The Effect of Feeling Powerful on Consumers' Preference for Cold Advertisements Journal of Advertising, 2023
  • Jeff Rotman, Thomas Weber, Andrew Perkins Addressing Global Warming Denialism: The Efficacy of Mechanism-Based Explanations in Changing Global Warming Beliefs Public Opinion Quarterly, 2020
  • Scott Connors, Katie Spangenberg, Andrew Perkins, Mark Forehand Health-based Weight Stereotypes in Advertising: Perpetuating Unhealthy Responses Amongst Overweight-identifiers Journal of Advertising,
  • Scott Connors, Mansur Khamitov, Matthew Thomson, Andrew Perkins They’re Just Not that into You: How to Leverage Existing Consumer-Brand Relationships through Social Psychological Distance Journal of Marketing, 2020
  • Scott Connors, Katie Spangenberg, Andrew Perkins, Mark Forehand Crowdsourcing the Implicit Association Test: Limitations and Best Practices Journal of Advertising, 2020
  • Sheng Bi, Andrew Perkins, David Sprott The effect of start/end temporal landmarks on consumers' visual attention and judgments International Journal of Research in Marketing, 2020
  • Neil Bendle, Andrew Perkins Stereotyping and Marketing: Out-Group Homogeneity Bias and Entry to Competitive Markets Customer Needs and Solutions,
  • Justin Angle, Sokiente Dagogo-Jack, Mark Forehand, Andrew Perkins Activating Stereotypes with Brand Imagery: The role of Viewer Political Identity Journal of Consumer Psychology: the Official Journal of the Society for Consumer Psychology, 2017
  • Jeff Rotman, Andrew Perkins, Mark Lee The Warmth of our Regrets: Motivated Physiological Responses to Emotional Temperature Change Resulting from Experiencing Regret Journal of Consumer Psychology: the Official Journal of the Society for Consumer Psychology, 2017
  • Lorena Martin, Joseph Signorile, Barbara Kahn, Andrew Perkins Improving Exercise Adherence and Physical Measures in English-Speaking 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 Scott Connors, Andrew Perkins Implicit Egocentrism in Consumer Behavior
    • Book Chapter Malte Friese, Andrew Perkins 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?


        • Andrew Perkins Developing a New Smartphone Application: UrbanBaby