Marketing professor Andrews honored with top article award


May 30, 2012

Craig Andrews, Professor and Charles H. Kellstadt Chair in Marketing, has been awarded the 2012 Thomas C. Kinnear/Journal of Public Policy & Marketing Award, which honors the article published in the journal between 2008 and 2010 that has made the most significant contribution to the understanding of marketing and public policy issues.

Andrews is being honored for his article, “Understanding How Graphic Pictorial Warnings Work on Cigarette Packaging,” which he co-authored with Jeremy Kees, Scot Burton and John Kozup. Based on their experiment with more than 500 U.S. and Canadian adult smokers, the authors find that the more graphic the depictions of the health consequence of smoking, the stronger are the effects on evoked fear and intentions to quit smoking. Also, tests showed that evoked fear, rather than warning message recall, serves as the underlying mechanism that drives the effects of the graphic visual warnings on intentions to quit smoking. The authors’ findings have been featured on the CBS Early Show and NPR, and in Businessweek, USA Today, Forbes, and U.S. News & World Report, among others. Currently, they are extending their research to adolescent smokers and non-smokers.

Andrews, who last year earned the College’s first “Researcher of the Year” award, serves on the U.S. Food & Drug Administration’s Risk Communication Advisory Committee in Washington, D.C. He also has been editor of the Journal of Public Policy & Marketing and served as a consumer research specialist in the Division of Advertising Practices with the Federal Trade Commission, earning the FTC’s Award for Meritorious Service.

His work has appeared in the leading journals in marketing, international business and public health. Andrews’ current research includes work on warnings and disclosures, front-of-package nutrition symbols, corrective advertising, methodological issues in conducting social impact research and ad copy testing, nutrition advertising claims, covert marketing practices, and evaluating pharmacy leaflet prototypes. He is co-author (with Terence Shimp) of the 9th edition of the market-leading text, Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, available in November.

Gene R. Laczniak, chair and professor of marketing, and collaborator Rev. Nicholas Santos, S.J., were also finalists for the Kinnear Award for their study, “Marketing to the Poor: An Integrative Justice Model for Engaging Impoverished Market Segments.” In it, the authors examined the ethical framework necessary for multi-national corporations to market to the impoverished and disadvantaged.