Merchant Council Professor of Retail Management & Consumer Behavior
Professor of Marketing

Stern School of Business
40 West Fourth Street, Tisch 909
New York, NY 10012
Tel: 212.998.0515
Fax: 212.995.4006
Email: jjacoby@stern.nyu.edu



  • Ph.D. in Social Psychology, Michigan State University, 1966
  • M.A. in Psychology, Brooklyn College, The City University of New York, 1963
  • B.A. in Psychology, Brooklyn College, The City University of New York, 1961

Research Interests

Teaching Interests

  • Advertising and Packaging Effects
  • Decision Making
  • Research Methods
  • Ethics
  • Advertising Research
  • Consumer Behavior
  • Introduction to Marketing

Selected Publications

  • James Jaccard and Jacob Jacoby (2010) Theory Construction and Model Building Skills: A Practical Guide for Social Scientists. New York: Guilford Press.
  • Wayne D. Hoyer & Jacob Jacoby (2010) Consumer Psychology. In Irving Weiner and Edward Craighead (Eds.) Corsini's Encyclopedia or Psychology (Fourth Edition; Volume 1). NY: John Wiley & Sons.
  • Jacob Jacoby (2008) Considering the Who, What, When, Where and How of Measuring Dilution. Santa Clara Computer & High Tech Law Journal. Vol. 24, Issue 3, 601-639.
  • Jacob Jacoby and Mark Sableman (2007) Keyword-Based Advertising: Filling in Factual Voids (GEICO v. Google). 97:3 The Trademark Reporter. 681-731.
  • Jacob Jacoby (2006) Sense and nonsense in measuring sponsorship confusion. Cardozo Arts and Entertainment Law Journal. 24:1, 63-97.
  • Gideon Mark and Jacob Jacoby (2006) Continuing Commercial Impression and its measurement. Marquette Intellectual Property Law Review. 10:3, 431-454.
  • Jacob Jacoby (2002) Experimental Design and the Selection of Controls in Trademark and Deceptive Advertising Surveys. The Trademark Reporter 92 (4) 890-956.
  • Jacoby, J. (2002). "Stimulus-Organism-Response Reconsidered: An evolutionary step in modeling (consumer) behavior." Journal of Consumer Psychology. 12 (1), 51-57.
  • Jacoby, J., Morrin, M., Jaccard, J. Gurhan, Z. & Maheswaran, D. (2002) "Attitude formation as a function of incremental information input: A procedure for studying on-line processing models of attitude formation." Journal of Consumer Psychology. 12 (1), 21-34.
  • Morrin, M., Jacoby, J., Johar, G., He, X., Kuss, A. and Mazursky, D. (2002) Taking stock of stock brokers: Exploring investor information accessing strategies via process tracing. Journal of Consumer Research. 29 (2), 188-198.

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