Prof. Robert S WYER

Prof. Robert S WYER

Adjunct Professor

Academic qualification

  • PhD University of Colorado
  • MEE New York University
  • BEE Rensselaer Polytechnic Institute


  • Visiting Professor, University of Cincinnati (2017-2019)
  • Visiting Professor, Chinese University of Hong Kong (2011-2017)
  • J.M. Jones Chair Professor of Marketing, University of Illinois, Urbana-Champaign (2009-2011)
  • Visiting Professor, Hong Kong University of Science and Technology (1998-2000), (2001-2009)
  • Professor, University of Illinois, Urbana-Champaign (1973-1995)
  • Professor, University of Illinois, Chicago (1971-1973)
  • Associate Professor, University of Illinois, Chicago (1967-1971)
  • Assistant Professor, University of Illinois, Chicago (1965-1967)
  • Assistant Professor, University of Iowa (1963-1965)


Information processing; the representation of narrative information in memory and its use in judgment; priming effects on comprehension, judgment, and decisions; memory processes; affect and cognition.




  • Wyer, R. S. (2022).  The activation and use of declarative and procedural knowledge. In L Kahle, T. Lowrey & J. Huber (Eds). APA handbook of  consumer psychology (pp. 47-78) Washington DC: American Psychological Association.
  • Jia, Y. & Wyer. R. S. (2022).  The effect of control deprivation on consumers’ adoption of a no-pain, no-gain principle. International Journal of Marketing, 39, 78-98.
  • Shen, L., Cai, F., & Wyer, R. S. (2022).  How the interplay of variety and processing strategy affects calorie estimates. Journal of Business Research, 147, 97-107
  • Adaval, R. & Wyer, R.S, (eds.) (2022).  Political ideology and consumption. Journal of the Association for  Consumer Research, 7 (2).
  • Adaval, R. & Wyer, R.S.(2022).  Political ideology and consumption: Perspectives and effects. Journal of the Association for Consumer Research, 7, 247-254.
  • Ho, C. M. & Wyer, R. S. (2022).  It’s okay to think in a bad way: How state optimism and pessimism influence risk-taking. International Journal of Consumer Studies, 1-11.


  • Si, K., Dai, X., & Wyer, R. S. (2021).  The friend-number paradox.  Journal of Personality and Social Psychology: Interpersonal Relationships and Group Processes, 120, 84-98.

  • Wyer, R. (2020).  The role of goal-generalization processes in the effects of grounded procedures, 44, Brain and Behavioral Science.
  • Jia, Y., Wyer, R. S. & Shen, H. (2021).  “Will you?” versus “can you?”: Verbal framing moderates the effect of feelings of power on consumers’ reactions to waiting.  Journal of Experimental Psychology: Applied, 27, 213-227.
  • Yang, D., Shen, H & Wyer, R. S. (2021).  The face is the index of the mind: Understanding the association between self-construal and facial expressions. European Journal of Marketing, 55, 1664-1678.
  • Wong, C., Wyer, R. S., Wyer, N. A., & Adaval, R. (2021).  Dimensions of holistic thinking: Implications for nonsocial information processing across cultures.  Journal of Experimental Psychology: General, 150, 26636-2658.
  • Ho, C. M., & Wyer, R. S. (2021).  The effect of material versus experiential adoption on goal pursuit.  Psychology & Marketing, 38.
  • Ho, C. M., Lin, S-H., & Wyer, R.S. (2021).  The downside of purchasing a servant brand: The effect of effect of servant brand consumption on consumer charitable behaviour. Psychology & Marketing, 38, 2019-2033.



  • Wu, R., Shah E. D., Kardes, F. R., & Wyer, R. S. (2020). Technical nomenclature, everyday language and consumer inference. Marketing Letters31, 299-310.
  • Chen, Y.  & Wyer, R. S. (2020). The effects of endorsers’ facial expressions on inferences of their social status and purchase intentions.  International Journal of Research in Marketing, 37, 371-385.
  • Shen, H., Labroo, A., & Wyer, R.S. (2020). So difficult to smile: Why unhappy people avoid enjoyable activities. Journal of Personality and Social Psychology: Attitudes and Social Cognition,119, 23-39.
  • Wyer, R. S., & Kardes, F. R. (2020).  A Multi-stage, multi-process analysis of consumer judgment: A selective review and conceptual framework. Journal of Consumer Psychology. 
  • Wan, L. C., & Wyer, R. S. (2020) The role of incidental embarrassment in social interaction behavior. Social Cognition, 34, 422-446.



  • Wyer, R. S. (2019). Theory and method in consumer information processing. In F. Kardes, P. Herr & N. Schwarz (eds.). Handbook of consumer research methods. (pp. 107-130). New York: Routledge.
  • Wan, L. C., &  Wyer, R. S. (2019). The influence of incidental similarity on observers’ causal attributions and reactions to a service failure.  Journal of Consumer Research, 45, 1350-1368.
  • Wyer, R. S., Dong, P., Huang, X.,  Huang, Z.  & Wan, L. C. (2019). The effect of incidental emotions on judgments and behavior in unrelated situations: A review. Journal of the Association for Consumer Research, 4, 198 -217.



  • Wyer, R. S. (2018). Some determinants and consequences of beliefs: Cognitive, social and motivational. In D. Albarracin et al. (Eds.) Handbook of attitudes and attitude change, 2nd ed. New York: Psychology Press
  • Huang, X., Huang, Z., & Wyer, R. S. (2018). The influence of social crowding on brand attachment.  Journal of Consumer Research, 44, 1068-1084.
  • Su, L., Wan, L. C. & Wyer, R. S. (2018). Contrasting influences of incidental anger and fear on responses to a service failure. Psychology & Marketing, 35, 666-675.



  • Tao, T., Wyer, R. S., & Zheng, Y . (2017). The role of categorization and scale endpoint comparisons in numerical information processing: A two-process model. Journal of Experimental Psychology: General, 146, 409-423.
  • Wyer, R. S., & Tao, T. (2017). The recall and use of narratives as declarative and procedural consumer knowledge. In T. M. Lowrey & M. R. Solomon (Eds.) The Routledge companion to consumer behavior (pp. 99-117) Abingdon: Taylor & Francis.
  • Saluja, G., Adaval, R., & Wyer, R. S. (2017). Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge when concepts of the elderly are primed. Organizational Behavior and Human Decision Processes, 143, 23-38.
  • Si, K., Wyer, R. S., & Dai, X. (2017). Looking forward and looking back: The likelihood of an event’s future reoccurrence affects perceptions of the time it occurred in the past. Personality and Social Psychology Bulletin, 42, 1577-1587.
  • Huang, Y., Jia, Y., & Wyer, R. S. (2017). The effects of physical distance from a brand extension on the impact of brand-extension fit. Psychology & Marketing, 34, 59-69.
  • Cai, F., Yang, Z,  Wyer, R. S., & Xu, A. J. (2017). The interactive effects of bitter flavor and mood on the decision to spend or save money. Journal of Experimental Social Psychology, 70, 48-58.
  • Kwan, C. M. C., Dai, X., & Wyer, R. S. (2017). The effect of empty space on message persuasion. Journal of Consumer Research, 44, 448-464.
  • Huang, X., Dong, P. & Wyer, R. S. (2017). Competing for attention: The effects of jealousy on preference for attention-grabbing products. Journal of Consumer Psychology, 27, 171-181.
  • Jia, Y., Huang, Y., Wyer, R. S., & Shen, H. (2017).  Physical proximity increases persuasive effectiveness through visual imagery. Journal of Consumer Psychology, 27, 435-437.
  • Wyer, R. S. (2017). The role of mindsets, productions and perceptual symbols in goal-directed information processing. Consumer Psychology Review, 1, 1-17.



  • Wyer, R. S. (2016). The role of procedural knowledge in consumer judgment and decision making. In C. V. Jansson-Boyd & M.  Zawisza (Eds.), The Routledge international handbook of consumer psychology. Abingdon: Taylor & Francis.
  • Wyer, R. S.(2016). Automaticity. In M. Bornstein (Ed.). Encyclopedia of Lifespan Human Development. Thousand Oaks, CA: Sage.
  • Gao, L., Li, Y. & Wyer, R. S. (2016). Choosing between two evils: The determinants of preferences for two equally goal-inconsistent options. Journal of Consumer Research, 42, 1002-1012.
  • Wyer, R. S. (2016).  Priming decisions and motor behavior.  Current Opinion in Psychology, 12, 76-79.
  • Wong, V. C., & Wyer, R. S. (2016). Mental traveling along psychological distances: Effects of cultural syndromes, perspective flexibility, and construal level. Journal of Personality and Social Psychology: Attitudes and Social Cognition, 111, 17-33.
  • Huang, X., Huang, Z., & Wyer, R. S. (2016). Slowing down in the good old days: The effect of nostalgia on consumer patience. Journal of Consumer Research, 43, 372-387.


Journal of Consumer Psychology (editorial board), Asian Journal of Social Psychology (editorial board), Journal of Consumer Research (editorial board), Psychological Review, Psychological Bulletin, Journal of Applied Social Psychology, Canadian Journal of Psychology, British Journal of Social and Clinical Psychology, Psychological Reports, European Journal of Social Psychology, Organizational Behavior and Human Decision  Processes, Personality and Social Psychology Bulletin, Social Cognition, Journal of Consumer Research, Basic and Applied Social Psychology, Journal of Abnormal Psychology, Developmental Psychology, Journal of Marketing Research, Journal of Personality, Journal of Advertising, Journal of Experimental Psychology: Language, Memory & Cognition, International Journal of Marketing Research, Cognitive Science, Journal of Memory and Language, Journal of Psychology & Marketing.