Irving & Irene Bard Emeritus Professor
Office: 455 Business Building
Member of Faculty Since: 1991
Marvin E. Goldberg is Chair of the Department of Marketing, and the Irving and Irene Bard Professor of Marketing at the Smeal College of Business Administration, Penn State University, where he also served as Interim Dean for the 1999-2000 academic year. Dr. Goldberg has been a Visiting Professor at Stanford University, the University of North Carolina, Virginia Tech, the University of Florida and the Hong Kong University of Science and Technology. Dr. Goldberg is a past president of the Society for Consumer Psychology and co-founder of the Innovations in Social Marketing (ISM) organization. Among the editorial boards on which he serves are the Journal of Consumer Research, the Journal of Public Policy and Marketing and the Social Marketing Quarterly. Dr. Goldberg's research has focused on assessing factors contributing to advertising's effectiveness. Much of his work has involved the study of advertising's effects on children and adolescents. His research has been published in a wide variety of scholarly journals including the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Marketing Research, and the Journal of Public Policy and Marketing. He is co-editor of "Social Marketing: Theoretical and Practical Perspectives" (Erlbaum 1997). His work has been widely covered in the business and popular press, including the Wall St. Journal and the CBS evening news. He has served as consultant to a broad array of both public and private organizations, most recently for plaintiff's counsel in tobacco-related litigation.
Marketing to Youth
Tobacco and Alcohol Advertising
Marvin Goldberg, C. Pechmann, E. Reibling and G. Zhao, "What to Convey in Antismoking Ads for Adolescents? The Use of Protection Motivation Theory to Identify Effective Antismoking Message Themes", Journal of Marketing, 1/1/2003, 1-18.
University of Illinois,
M.A., Sociology, Columbia University, 1967
B.A., Political Science & Sociology, McGill University, 1965