Dr. Hoyer’s major area of study is consumer psychology. His research interests include consumer information processing and decision making, customer relationship management, and advertising information processing (including miscomprehension and humor).
Dr. Hoyer has published over 60 articles in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. He is co-author of a textbook in consumer behavior with Deborah MacInnis (now in the 5th Edition). His teaching interests include consumer behavior, customer strategy, and integrated marketing communications.