Zakary Tormala

Associate Professor of Marketing

Phone: (650) 723-1892

Email: ztormala@gsb.stanford.edu

Personal Homepage: https://faculty-gsb.stanford.edu/tormala

Academic Areas: Marketing

Professor Zakary Tormala is an experimental social and consumer psychologist who works in the areas of attitudes, persuasion, and social influence. At a general level, his research on these topics has a fundamental goal of shedding light on the factors and processes that open and close attitudes, beliefs, and behaviors to change. In exploring these issues, he seeks to simultaneously advance basic psychological theory and uncover new and important phenomena -- and potentially powerful strategies -- relevant to predicting and influencing social and consumer behavior.

Bio

Professor Tormala received a BA in Psychology from Arizona State University in the fall of 1996 and went on to earn his PhD in Social Psychology from Ohio State University in 2003. From 2003-2007, Professor Tormala served as Assistant Professor of Social Psychology at Indiana University, joining the Stanford GSB in the summer of 2007 as Associate Professor of Marketing. At Stanford, he teaches courses on Consumer Behavior and Persuasion.

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 Consumer Psychology, Journal of Experimental Social Psychology, Personality and Social Psychology Bulletin, and Psychological Science. For his contribution to scholarly research in marketing and 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

Ph.D., Psychology, The Ohio State University, 2003
M.A., Psychology, The Ohio State University, 1999
B.A., Psychology, Arizona State University, 1996

Professional Experience

Associate Professor, Stanford University, 2007-present Assistant Professor, Indiana University, 2003-2007

Selected Publications

  • Counterfactual potency: Journal of Personality and Social Psychology, forthcoming, 2010
  • Fragile enhancement of attitudes and intentions following difficult decisions: Journal of Consumer Research, forthcoming, 2010
  • The effects of regulatory depletion on attitude certainty: Journal of Marketing Research, 47, 531-541, 2010
  • Believe me, I have no idea what I'm talking about: The effects of source certainty on consumer involvement and persuasion: Journal of Consumer Research, 36, 1033-1049, 2010
  • "Think" versus "feel" framing effects in persuasion: Personality and Social Psychology Bulletin, 36, 343-354, 2010
  • Tormala, Z.L., & DeSensi, V.L. The effects of minority/majority source status on attitude certainty: A matching perspective: Personality and Social Psychology Bulletin, 35, 114-125, 2009
  • Tormala, Z.L., DeSensi, V.L., Clarkson, J.J., & Rucker, D.D. Beyond attitude consensus: The social context of persuasion and resistance: Journal of Experimental Social Psychology, 45, 149-154, 2009

Awards and Honors

  • Joseph and Laurie Lacob Faculty Scholar, 2009, Stanford University
  • Young Scholar, 2009, Marketing Science Institute
  • Early Career Award for Distinguished Scientific Contribution, 2008, Society for Consumer Psychology
  • Dissertation Award Finalist, 2004, Society of Experimental Social Psychology
  • Faculty Research Support Program Grant, 2006, Indiana University
  • Regents' Merit Scholarship, 1995, Arizona State University
  • Student Foundation College Leadership Scholarship, 1995, Arizona State University
  • E. Blois du Bois Foundation Scholarship, 1996, Arizona State University
  • Moeur Award, 1996, Arizona State University Valedictorian
  • University Fellowship, 1998, Ohio State University
  • Graduate Research Fellowship, 1998, National Science Foundation
  • Herbert Toops Research Award, 2001, Ohio State University
  • Presidential Fellowship, 2002, Ohio State University

Courses Taught

Affiliations

  • Member: Association for Consumer Research
  • Member: Association for Psychological Science
  • Member: Society for Consumer Psychology
  • Member: Society of Experimental Social Psychology
  • Member: Society for Personality and Social Psychology

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