William Wilkie

*Specialties: *

• Marketing and Society
• Consumer Behavior
• Public Policy Issues
• Advertising

Professor Wilkie is a Notre Dame Marketing alumnus who undertakes consumer research and studies marketing’s impacts on our society, including implications for public policy, consumer protection, and marketing regulation. He has authored over 100 journal articles, book chapters, monographs, and books, including a textbook, Consumer Behavior, which has been used in classrooms throughout the world.

His research has received numerous academic recognitions, including the American Marketing Association’s (AMA’s) highest honor, the “Distinguished Marketing Educator Award,” as well as the AMA’s “Lifetime Achievement Award” for research on Marketing’s Impacts on Society. More recently he has been awarded the Canadian-based “Pollay Prize for Intellectual Excellence in the Study of Marketing in the Public Interest,” and was inducted into the inaugural class as a Fellow of the American Marketing Association. In 2012 the American Marketing Association Foundation honored his contributions to knowledge by inaugurating the “William L. Wilkie 'Marketing for a Better World' Award” to be presented annually to a leading marketing thinker whose work has advanced this cause (winners to date are Philip Kotler (Northwestern U., 2013), Jagdish Sheth (Emory U., 2014), Alan Andreasen (Georgetown U., 2015), Thomas Kinnear (U. of Michigan, 2016), and George S. Day (Wharton, 2017).

Professor Wilkie has been named in several studies as a “Thought Leader” in academic Marketing, and is author of an article named as a “Citation Classic in the Social Sciences” by the Institute for Scientific Information. He has served in such academic leadership roles as President of the Association for Consumer Research (an international professional group with more than 1,600 members in 30 nations), Academic Advisory Board member for the Marketing Science Institute, Advisory Board member for the Applied Economics Research Bulletin, and as a member of the Editorial Boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Public Policy & Marketing, Journal of Macromarketing, Journal of Historical Research in Marketing, and the Academy of Marketing Science Review.

Professor Wilkie’s undergraduate degree is from the University of Notre Dame, and his MBA and PhD degrees are from Stanford University, where he was also a Fellow in the Stanford-Sloan ‘Management of the Total Enterprise’ Executive Program. Prior to rejoining Notre Dame, he served as a faculty member at Purdue University, the University of Florida, and the Harvard Business School, as an in-house consultant on behavioral science at the Federal Trade Commission in Washington, D.C., and as research professor at the Marketing Science Institute, Cambridge, MA. Dr. Wilkie has also served as an expert witness in a number of major legal cases involving consumer marketing and advertising issues, and been listed in Who's Who in America. He teaches challenging courses to advanced undergraduates and MBA students. At the University of Notre Dame he has been voted the BP Outstanding Teacher Award for the Mendoza College of Business by the graduating senior class, and has received the Special President’s Award in recognition of long-term contributions to the university’s mission.

*Education: *

• Ph.D., Stanford University • M.B.A., Stanford University • Stanford - Sloan Executive Program, Stanford University • B.B.A., University of Notre Dame