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Zakary Tormala

Zakary   Tormala
Associate Professor, Marketing
ZakaryTormala
Associate Professor of Marketing
Academic Area: 
Marketing

Research Statement

Professor Tormala is a social and consumer psychologist who works in the areas of attitudes, persuasion, and social influence. At a general level, his research on these topics seeks to shed light on the factors that open and close attitudes, beliefs, and behaviors to change.

Research Interests

  • Attitudes
  • Persuasion
  • Social influence
  • Psychological certainty

Teaching Statement

Professor Tormala teaches courses in the areas of attitudes, persuasion, and consumer behavior.

Bio

Professor Tormala received a B.A. in psychology from Arizona State University in the fall of 1996 and went on to earn his Ph.D. in social psychology from Ohio State University in 2003. From 2003-2007, Professor Tormala served as an assistant professor of social psychology at Indiana University. In 2007 he joined the Stanford faculty as an associate professor of marketing. At Stanford, he teaches courses on attitudes, persuasion, and consumer behavior.

Professor Tormala has published numerous articles in leading psychology and marketing journals, including Journal of Personality and Social Psychology, Journal of Consumer Research, Journal of Marketing Research, Journal of Experimental Social Psychology, Personality and Social Psychology Bulletin, and Journal of Consumer Psychology, among others. For his contribution to scholarly research in consumer behavior, he received the Society for Consumer Psychology’s Early Career Award for Distinguished Scientific Contribution in 2008 and was named to the Marketing Science Institute’s list of Young Scholars in 2009.

Academic Degrees

  • PhD in Psychology, The Ohio State University, 2003
  • MA in Psychology, The Ohio State University, 1999
  • BA in Psychology, Arizona State University, 1996

Academic Appointments

  • Associate Professor with tenure, Stanford GSB, 2011-present
  • Associate Professor, Stanford GSB, 2007-2011
  • Assistant Professor, Department of Psychological and Brain Sciences, Indiana University, 2003-2007

Awards and Honors

  • Young Scholar, Marketing Science Institute, 2009
  • Fellow, Society of Experimental Social Psychology, 2009
  • Early Career Award, Society for Consumer Psychology, 2008
  • Society for Experimental Social Psychology Dissertation Award Finalist, 2004

Publications

Journal Articles

Daniella M. Kupor, Zakary Tormala, Michael I. Norton, Derek D. Rucker. Social Psychological and Personality Science. April 2014, Vol. 5, Issue 3, Pages 263-270.
Derek D. Rucker, Zakary Tormala, Richard E. Petty , Pablo Briñol . Journal of Consumer Psychology. January 2014, Vol. 24, Issue 1, Pages 119-136.
Jamie Barden, Zakary Tormala. Social and Personality Psychology Compass. 2014, Vol. 8, Pages 17-29.
Daniella Kupor, Zakary Tormala, Michael Norton. Journal of Experimental Social Psychology. 2014, Vol. 5, Pages 263-270.
Omair Akhtar, David Paunesku, Zakary Tormala. Personality and Social Psychology Bulletin. September 2013, Vol. 39, Issue 9, Pages 1214-26.
Joshua Clarkson, Matthew Valente, Christopher Leone, Zakary Tormala. Personality and Social Psychology Bulletin. 2013, Vol. 29, Pages 1559-1570.
Joshua Clarkson, Zakary Tormala, Derek Rucker, Riley Dugan. Journal of Experimental Social Psychology. 2013, Vol. 49, Pages 1019-1022.
Taly Reich, Zakary Tormala. Journal of Experimental Social Psychology. 2013, Vol. 9, Issue 3, Pages 426–439.
Zakary Tormala, J.S. Jia, M.I. Norton. Journal of Personality and Social Psychology. October 2012, Vol. 103, Issue 4, Pages 567-583.
Baba Shiv, Zakary Tormala. Journal of Consumer Research. 2012, Vol. 38, Issue 5, Pages 846-859.
Joshua Clarkson, Zakary Tormala, Christopher Leone. Journal of Experimental Social Psychology. 2011, Vol. 47, Pages 449-454.
Joshua Clarkson, Zakary Tormala, Derek Rucker. Personality and Social Psychology Bulletin. 2011, Vol. 37, Pages 1415-1427.
John V. Petrocelli, Elise J. Percy, Steven J. Sherman, Zakary Tormala. Journal of Personality and Social Psychology. 2011, Vol. 100, Issue 1, Pages 30-46.
David Dubois, Derek Rucker, Zakary Tormala. Journal of Marketing Research. 2011, Vol. 48, Pages 1020-1032.
Nicole D. Mayer, Zakary Tormala. Personality and Social Psychology Bulletin. April 2010, Vol. 36, Issue 4, Pages 443-454.
Uma R. Karmarkar, Zakary Tormala. Journal of Consumer Research. April 2010, Vol. 36, Issue 6, Pages 1033-1049.
Ab Litt, Zakary Tormala. Journal of Consumer Research. 2010, Vol. 37, Issue 4, Pages 584-598.
John Petrocelli, Joshua Clarkson, Zakary Tormala, Kristin Hendrix. Journal of Experimental Social Psychology. 2010, Vol. 46, Pages 874-883.
Frances Chen, Julia Minson, Zakary Tormala. Journal of Experimental Social Psychology. 2010, Vol. 46, Pages 850-853.
Echo Wen Wan, Derek D. Rucker, Zakary Tormala, Joshua J. Clarkson. Journal of Marketing Research. 2010, Vol. 47, Issue 3, Pages 531-541.

Courses Taught

Degree Courses

2014-15

Need approval from sponsoring faculty member and GSB Registrar.

Doctoral Practicum in Teaching

Doctoral Practicum in Research

The aim of this course is to provide insight into the psychology of persuasion. We will explore research and theory in this domain and discuss and develop potentially powerful techniques for changing people's attitudes and behaviors. We will...

This course will provide an overview of recent research on attitudes and persuasion. Content will include broad coverage of the issues of major importance to attitude theory, but will focus on more recent issues and controversies that have...

This course is designed to prepare new marketing PhD students for conducting rigorous, independent research. In this course, the student will work closely with a faculty member in collaborative research activities and will become familiar with...

2013-14

The aim of this course is to provide insight into the psychology of persuasion. We will hear from industry experts to discover what they believe makes for an effective persuasive appeal (e.g., a successful pitch to investors), and we will...

2012-13

Contemporary approaches to marketing emphasize the importance of adopting a consumer focus, from determining consumers' wants and needs to shaping their attitudes and ensuring their loyalty. This course provides insight into consumer psychology...

The aim of this course is to provide insight into the psychology of persuasion. We will hear from industry experts to discover what they believe makes for an effective persuasive appeal (e.g., a successful pitch to investors), and we will...

This course will provide an overview of recent research on attitudes and persuasion. Content will include broad coverage of the issues of major importance to attitude theory, but will focus on more recent issues and controversies that have...

2011-12

Contemporary approaches to marketing emphasize the importance of adopting a consumer focus, from determining consumers' wants and needs to shaping their attitudes and ensuring their loyalty. This course provides insight into consumer psychology...

This course will provide insight into the psychology of persuasion. We will discuss recent theories of persuasion and cutting-edge research findings that shed light on ways to influence people's attitudes, beliefs, and behaviors. We will also...

This course will provide an overview of recent research on attitudes and persuasion. Content will include broad coverage of the issues of major importance to attitude theory, but will focus on more recent issues and controversies that have...

2010-11

Contemporary approaches to marketing emphasize the importance of adopting a consumer focus, from determining consumers' wants and needs to shaping their attitudes and ensuring their satisfaction. This course provides insight into consumer...

Service to the Profession

  • Associate Editor, Journal of Personality and Social Psychology, 2013-present
  • Associate Editor, Personality and Social Psychology Bulletin, 2011-2012
  • Editorial Board Member, Journal of Consumer Research, 2011-2014
  • Editorial Board Member, Journal of Personality and Social Psychology, 2009-2012
  • Editorial Board Member, Personality and Social Psychology Bulletin, 2008-2011