Zakary Tormala

Professor, Marketing
+1 (650) 723-1892
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Zakary Tormala

The Laurence W. Lane Professor of Behavioral Science and Marketing

Academic Area:

Research Statement

Professor Tormala is an experimental social psychologist who works in the areas of attitudes, persuasion, and social influence. 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
  • Advocacy

Teaching Statement

Professor Tormala teaches MBA and PhD courses on the topics of attitude change and persuasion.

Bio

Professor Tormala received a BA in psychology from Arizona State University in 1996 and earned his PhD in social psychology from Ohio State University in 2003. From 2003-2007, Tormala served as an assistant professor of social psychology at Indiana University. In 2007, he joined the Stanford faculty as an associate professor in Stanford Graduate School of Business. Tormala’s research focuses primarily on the topics of attitudes, persuasion, and social influence. He specializes in conducting lab and field experiments designed to enhance our understanding of attitude, belief, and behavior change. Tormala publishes extensively on these topics and has served on the editorial boards of the leading scientific journals in his field. For his contribution to scholarly research, Tormala 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. He is also an elected fellow of the Society for Personality and Social Psychology and the Society for Experimental Social Psychology. At Stanford, Professor Tormala teaches courses on persuasion in the MBA program, the PhD program, and numerous executive education programs.

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

  • Laurence W. Lane Professor of Behavioral Science and Marketing, Stanford GSB, 2019
  • Professor of Marketing, Stanford GSB, 2015
  • Associate Professor with tenure, Stanford GSB, 2011
  • Associate Professor, Stanford GSB, 2007
  • Assistant Professor, Department of Psychological and Brain Sciences, Indiana University, 2003

Awards and Honors

  • Business School Trust Faculty Fellow for 2021–22
  • Elected Fellow, Society for Personality and Social Psychology
  • Elected Fellow, Society of Experimental Social Psychology
  • Early Career Award, Society for Consumer Psychology
  • Marketing Science Institute Young Scholar

Publications

Journal Articles

Zakary Tormala, Derek Rucker
The Handbook of Social Psychology (6th Edition)
2023 Vol. in press
Mohamed A. Hussein, Zakary Tormala
Handbook of Consumer Psychology (2nd Edition)
2023 Vol. in press
Mohamed A. Hussein, Zakary Tormala
Journal of Experimental Social Psychology
2023 Vol. in press
Zakary Tormala, Derek Rucker
APA Handbook of Consumer Psychology
2022 Pages 323-350
Christopher J. Bechler, Zakary Tormala, Derek Rucker
Psychological Science
July 2021 Vol. 32 Pages 1285-1297
Mohamed Hussein, Zakary Tormala
Personality and Social Psychology Review
April 2021 Vol. 25 Pages 229-250
Christopher Bechler, Zakary Tormala
Journal of the Association for Consumer Research
January 2021 Vol. 6 Issue 1 Pages 187–195
Daniella Kupor, Jayson Jia, Zakary Tormala
Personality and Social Psychology Bulletin
2021 Vol. 45 Pages 691-704
Rhia Catapano, Zakary Tormala
Journal of Personality and Social Psychology
2021 Vol. 121 Issue 1 Pages 23–42
Christopher Bechler, Zakary Tormala, Derek Rucker
Journal of Experimental Social Psychology
2020
Nancy Xu, Pablo Briñol, Jeremy Gretton, Zakary Tormala, Derek Rucker, Richard Petty
Personality and Social Psychology Bulletin
2020 Vol. 46 Pages 1507-1519
Rhia Catapano, Zakary Tormala, Derek Rucker
Psychological Science
January 29, 2019 Vol. 30 Issue 3 Pages 424-435
Christopher Bechler, Zakary Tormala, Derek Rucker
Journal of Experimental Social Psychology
2019 Vol. 82 Pages 160-175
Daniella Kupor, Zakary Tormala
Journal of Consumer Research
October 2018 Vol. 45 Pages 490-510
Zakary Tormala, Derek D. Rucker
Consumer Psychology Review
January 2018 Vol. 1 Issue 1 Pages 72-89
Claire Kim, DaHee Han, Adam Duhachek, Zakary Tormala
Social Influence
2018 Vol. 13 Pages 177-191
Aaron Snyder, Zakary Tormala
Journal of Personality and Social Psychology
April 2017 Vol. 112 Issue 4 Pages 555-576
Joshua Clarkson, Eliot Smith, Zakary Tormala, Riley Dugan
Journal of Experimental Social Psychology
January 2017 Vol. 68 Pages 139-145
Lauren Cheatham, Zakary Tormala
Personality and Social Psychology Bulletin
January 2017 Vol. 43 Issue 1 Pages 3-16
Zakary Tormala
Current Opinion in Psychology
2016 Vol. 10 Pages 6-11
Zakary Tormala, Derek Rucker
Harvard Business Review
September 2015 Vol. 93 Pages 96-103
Lauren Cheatham, Zakary Tormala
Personality and Social Psychology Bulletin
2015 Vol. forthcoming
Zakary Tormala, Pablo Brinol
Cambridge Handbook of Consumer Psychology
2015 Pages 29-64
Daniella Kupor, Zakary Tormala
Journal of Consumer Research
2015 Vol. 42 Pages 300-315
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
Uzma Khan, Zakary Tormala
Journal of Consumer Psychology
July 2012 Vol. 22 Issue 3 Pages 408-417
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
Derek Rucker, Kris Preacher, Zakary Tormala, Richard Petty
Social and Personality Psychology Compass
2011 Vol. 5 Pages 359-371
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
Aaron Wichman, Pablo Brinol, Richard Petty, Derek Rucker, Zakary Tormala, Gifford Waery
Journal of Experimental Social Psychology
2010 Vol. 46 Pages 350-355
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

Teaching

Executive Education & Other Non-Degree Programs

Understand the psychology of persuasion to influence meaningful organizational and behavioral change. Learn persuasive techniques for optimal outcomes.
Transform marketing in your organization with strategic frameworks, customer-centric innovation, and persuasive communication and leadership skills.
Transform knowledge into impact and drive innovation and change in your organization with Stanford LEAD, our flagship online business program.

Service to the Profession

  • Associate Editor, Journal of Personality and Social Psychology, 2013-2017
  • Associate Editor, Personality and Social Psychology Bulletin, 2011-2012
  • Editorial Board, Journal of Consumer Research, 2011-2014, 2018-2022
  • Editorial Board, Journal of Personality and Social Psychology, 2009-2012, 2017-
  • Editorial Board, Personality and Social Psychology Bulletin, 2008-2011
  • Editorial Board, Personality and Social Psychology Review, 2018-2021
  • Co-Editor, Consumer Psychology Review, 2020-2022

Insights by Stanford Business

October 21, 2020
Stanford researchers study the various tactics that politicians use to get voters on their side, from “moral reframing” to two-faced deception.
October 20, 2020
If you want to be efficient when it comes to influencing others, focus on those who are already (sort of) on your side.
May 26, 2020
In this podcast episode, we discuss communication techniques that can help open people up to your ideas.
May 09, 2019
When our values don’t align, we struggle to see others’ viewpoints.
August 29, 2017
You may think you’re weighing the pros and cons equally, but you’re probably not.
January 09, 2017
A strong sense of conviction can both encourage and discourage people from speaking out.
April 30, 2015
Those in the know share where to go to learn more about reward and related topics.
April 30, 2015
Five Stanford scholars share their insights on the topic of reward.
January 14, 2015
A psychologist explores what makes our attitudes change over time.
August 20, 2014
Stanford GSB researchers find that sometimes it is better not to sweat the small stuff.
March 31, 2014
It's not always what you’ve done that matters, but what you just might do.
June 21, 2012
A series of studies shows that mere promise impresses more than actual achievement.
June 01, 2011
Researchers say news about a company or product blemish may actually strengthen consumers’ positive impressions.
April 01, 2010
Experts can be more persuasive by expressing uncertainty, argues Stanford Graduate School of Business marketing professor Zakary Tormala.
April 01, 2010
Research shows that identical messages can have different impacts depending on whether they are couched as "I think" or "I feel."
June 01, 2008
Persuasion research shows that context can matter as much as content.