Bio

Dr. Kenneth Herbst is an Associate Professor of Marketing and Sisel Faculty Fellow in the School of Business at Wake Forest University. He has a Masters and Ph.D. from The University of North Carolina at Chapel Hill and a B.A. from Wake Forest University. Recently, he has earned the MA Educator of the Year Award (in 2010, 2012, and 2013), the School of Business Spirit Award (in 2013), and the School of Business High Impact Scholarship Award (in 2014).

Expertise

Dr. Herbst's expertise includes obesity and unhealthy food consumption, branding and trust effects in advertising, affect and cognition in consumer decision making, food marketing, point of purchase, and supermarket retailing and merchandising practices.

Education

  • Ph D, The University of North Carolina at Chapel Hill — 2002
  • MA, The University of North Carolina at Chapel Hill — 1999
  • BA, Wake Forest University — 1997

Research & Teaching

Research Interests

  • Obesity and Unhealthy Food Consumption
  • Supermarket Retailing and Merchandising
  • Food Marketing
  • Trust Effects in Advertising
  • The Effects of Affect and Cognition on Decisions

Teaching Interests

  • Principles of Marketing (Marketing Management)
  • Marketing Research
  • Consumer Behavior
  • Advertising

Honors

  • 2014: 2014 High Impact Scholarship Award, Wake Forest University School of Business Research Committee
    This award recognizes a faculty member for her/his significant influence on business practice or pedagogy.
  • 2013: 2013 MA Educator of the Year Award
  • 2013: 2013 School of Business Spirit Award
  • 2012: 2012 MA Educator of the Year Award
  • 2010: 2010 MA Educator of the Year Award

Publications

  • Herbst, K. C., Hannah, S. & Allan, D. (2013). Advertisement disclaimer speed and corporate social responsibility: "Costs" to consumer comprehension and effects on brand trust and purchase intention. Journal of Business Ethics, 117, 297-311. More Information
  • Herbst, K. C., Leary, M. R. & McColskey-Leary, C. P. (2013). Social-evaluative influences moderate the relationship between price and perceived quality. Social Influence, 8, 54-69. More Information
  • Herbst, K. C., Finkel, E. J., Allan, D. & Fitzsimons, G. M. (2012). On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention. Journal of Consumer Research, 38, 909-919. More Information
  • Herbst, K. C., Stanton, J. L., Amodeo, C. M. & Costello, A. T. (2010). The effect of trust on private label purchase. International Journal of Management Cases, 12, 5-9. More Information
  • Herbst, K. C. & Lloyd, H. (2009). Appealing to women is vital for success. The Gourmet Retailer, 30 (5), 38-41.
  • Herbst, K. C. & Lloyd, H. (2009). Research: Don’t leave home (or try to compete) without it. The Gourmet Retailer, 30 (1), 54.
  • Maher, J. K., Herbst, K. C., Childs, N. M. & Finn, S. (2008). Racial stereotypes in children’s television commercials. Journal of Advertising Research, 48, 80-93. More Information
  • Mooradian, T. A., Herbst, K. C. & Matzler, K. (2008). The interplay of temperament and regulatory focus on consumer problem-solving modes. Social and Personality Psychology Compass, 2, 1703-1718. More Information
  • Herbst, K. C. & Lloyd, H. (2008). Sampling is a competitive and winning tactic. The Gourmet Retailer, 29, 49-50.
  • Herbst, K. C. & Stanton, J. L. (2007). Changes in family dynamics predict purchase and consumption. British Food Journal, 109, 648-655. More Information
  • Wood, N. T. & Herbst, K. C. (2007). Political star power and political parties: Does celebrity endorsement win first-time votes?Journal of Political Marketing, 6, 141-158. More Information
  • Herbst, K. C. & Lloyd, H. (2007). Enhancing the wine shopping experience. The Gourmet Retailer, 28, 53-54.
  • Herbst, K. C., Stanton, J. L. & Armstrong, G. A. (2006). Don’t be fooled: Profits result from being innovative and meeting consumers’ need for convenience. Innovative Marketing, 2, 23-28. More Information
  • Stanton, J. L. & Herbst, K. C. (2006). Slotting allowances: Short-term gains and long-term negative effects on retailers and consumers. International Journal of Retail and Distribution Management, 34, 187-197. More Information
  • Herbst, K. C. & Allan, D. (2006). The effects of brand experience and an advertisement’s disclaimer speed on purchase: Speak slowly or carry a big brand. International Journal of Advertising, 25, 213-222. More Information
  • Stanton, J. L. & Herbst, K. C. (2006). The effects of current market forces on the impact of a TV commercial in creating persuasion: Advertising agencies cannot do it all alone!Journal of Promotion Management, 12, 119-135. More Information
  • Herbst, K. C. & Lloyd, H. (2006). Supermarket shopper traffic: How consumers navigate the produce department and what may encourage them to buy more. Produce Business Magazine, 22, 60-64.
  • Stanton, J. L. & Herbst, K. C. (2005). Commodities must begin to act like branded companies: Some perspectives from the United States. Journal of Marketing Management, 21, 7-18. More Information
  • Ratner, R. K. & Herbst, K. C. (2005). When good decisions have bad outcomes: The impact of affect on switching behavior. Organizational Behavior and Human Decision Processes, 96, 23-37. More Information
  • Leary, M. R., Herbst, K. C. & McCrary, F. (2003). Finding pleasure in solitary activities: Desire for aloneness or disinterest in social contact?Personality and Individual Differences, 35, 59-68. More Information
  • Herbst, K. C., Gaertner, L. & Insko, C. A. (2003). My head says “yes,” but my heart says “no:” Cognitive and affective attraction as a function of similarity to the ideal self. Journal of Personality and Social Psychology, 84, 1206-1219. More Information
  • Sedikides, C., Herbst, K. C., Hardin, D. P. & Dardis, G. J. (2002). Accountability as a deterrent to self-enhancement: The search for mechanisms. Journal of Personality and Social Psychology, 83, 592-605. More Information
  • Sedikides, C. & Herbst, K. C. (2002). How does accountability reduce self-enhancement? The role of self-focus. Revue Internationale De Psychologie Sociale, 15, 113-128. More Information
  • Leary, M. R., Rapp, S. R., Herbst, K. C., Exum, M. L. & Feldman, S. R. (1998). Interpersonal concerns and psychological difficulties of psoriasis patients. Health Psychology, 17, 530-536. More Information

In the Media

  • Aug 15, 2014: Bagging a bigger share of market, for Charlotte Business Journal (article written by Jennifer Thomas) (Print Periodical). More Information
  • Nov 1, 2013: Lafayette and Sandra Miller Jones have helped companies reach minority consumers for nearly 30 years, for Black Business Ink (Print Periodical). More Information
  • Apr 3, 2013: Baseball may be big draw, but customer service keeps fans coming back, for Winston-Salem Journal (article written by Wesley Young) (Print Periodical). More Information
  • Mar 21, 2013: Deacon Profile: Kenneth Herbst, for Old Gold and Black (Print Periodical). More Information
  • Jun 22, 2012: Krispy Kreme is hot stuff once again, for The Charlotte Observer (article written by Victoria Guida) (Print Periodical). More Information
  • Dec 18, 2011: Smithfield goes whole hog in retro-style ad campaign, for The Virginian-Pilot (article written by Phil Walzer) (Print Periodical). More Information
  • Jun 17, 2011: Pulling a fast one, for The Business Journal (article written by Owen Covington) (Print Periodical). More Information
  • Jun 16, 2011: Hasty disclaimers can turn off consumers, for Postmedia News (article written by Misty Harris) (Internet - Text). More Information
  • Jun 4, 2011: The effect of disclaimers on consumer purchase, for AM1060 KYW Newsradio (Philadelphia, PA); interviewed by KYW Newsradio's David Madden (Radio).
  • Jun 2, 2011: Pulling a fast one: Speed of advertisement disclaimer may have effect on consumers’ intent to purchase product , for Bloomberg Businessweek (Internet - Text).
  • Feb 4, 2011: Woodbine heads budding $5.7M bulb effort, for The Business Journal (article written by Owen Covington) (Print Periodical). More Information
  • Sep 6, 2010: Sales Pitch: Third-Party Merchandisers Are Training Brand Ambassadors with Webinars, Streaming Video and Even Mobile Apps, for Supermarket News (article written by Julie Gallagher) (Print Periodical).
  • Jun 22, 2010: 2010 sampling survey findings, for Webinar Podcast for the National Association for Retail Marketing Services (Other).
  • May 7, 2010: IPO prospectus reveals Fresh Market’s financials, ambitious growth plans, for Triad Business Journal (article written by Matt Evans) (Print Periodical).
  • Apr 19, 2010: Sample sale: Sampling motivates shoppers to stay in the store longer and spend more while there, according to a new study, for Supermarket News (article written by Carol Angrisani) (Print Periodical).
  • Aug 11, 2009: To sample or not to sample: The proof is in these data!, for Webinar Podcast for the National Association for Retail Marketing Services (Internet - Audio/Video). More Information
  • Aug 11, 2009: To sample or not to sample: The proof is in these data!, for Webinar Podcast for the National Association for Retail Marketing Services (Other).
  • Jul 28, 2009: Cashing in with coupons: Kernersville woman researches, organizes, then reaps savings, for Winston-Salem Journal (article written by Monica Young) (Print Periodical).
  • Jul 28, 2009: Cashing in with Coupons: Kernersville woman researches, organizes, then reaps savings, for Winston-Salem Journal (Print Periodical).
  • Feb 1, 2009: Coupon programs go online, for Winston-Salem Journal (article written by Fran Daniel) (Print Periodical). More Information
  • Jun 25, 2008: The higher cost of eating: Planning can help lower grocery bills, for Winston-Salem Journal (Print Periodical).
  • Jan 1, 2008: WFDD Interview on Effect of Celebrity Endorsements of Presidential Candidates, for WFDD (Radio).
  • Dec 28, 2007: How to grocery shop like a pro, for The Associated Press (Internet - Text).
  • Dec 16, 2007: Kevin Bacon on campaign trail for Edwards in Iowa: Such celebrity endorsements get attention from young people but may not change votes, for Winston-Salem Journal (Print Periodical).
  • Dec 12, 2007: Lowes Foods offers fuel: Grocery chain adds gas stations, for Winston-Salem Journal (Print Periodical).
  • Oct 16, 2007: Proposal would slow L.A. fast-food biz, for USA Today (Print Periodical).
  • Sep 30, 2007: 'Luxflation’ for all, for The Washington Times (Print Periodical).
  • Sep 27, 2007: BBB 'members' will be called 'accredited' in marketing shift, for Winston-Salem Journal (Print Periodical).
  • Sep 18, 2007: Turning soy into a staple, for St. Louis Post-Dispatch (Print Periodical).
  • Aug 26, 2007: Paula Deen and Smithfield Foods are living high on the hog, for The Virginian-Pilot (Print Periodical).
  • Aug 19, 2007: Done right, private label spells profit, for Winston-Salem Journal (Print Periodical).
  • Jun 22, 2007: Salads to perk up Starbucks menu: Coffeehouse chain takes on fast-food rivals even as founder worries about losing focus, for Chicago Tribune (Print Periodical).
  • Jun 19, 2007: 9 best ways to save at the supermarket, for Woman's Day (Print Periodical).
  • Jan 2, 2007: Smithfield told not to worry about recent bad press, for The Virginian-Pilot (Print Periodical).
  • Dec 28, 2006: Automaker riding the hip parade: To sell its crossover entry, Ford pulls out all the niche showstoppers, for The Washington Post (Print Periodical).
  • Nov 27, 2006: Pepsi, Coke: We satisfy your 'need states', for Advertising Age (Print Periodical).
  • Nov 15, 2006: A single setback: U.S. sales of single-serve coffeemakers falling far short of expectations, for Chicago Tribune (Print Periodical).
  • Oct 22, 2006: Investors still a bit gun-shy, for San Francisco Chronicle (Print Periodical).
  • Sep 17, 2006: Becoming an industry giant and gaining foes along the way, for The Virginian-Pilot (Print Periodical).
  • Mar 5, 2006: Sonic skates, sodas coming, for Sacramento Bee (Print Periodical).
  • Feb 28, 2006: New McDonald's brew: Fast-food giant seeks more of breakfast, coffee markets with ‘premium roast’ brand, for Chicago Tribune (Print Periodical).
  • Jan 1, 2006: Pods, packets taking Joe in new direction: Big food companies hope to brew hot sales stream with easy-to-use machines that do more than make coffee, for Chicago Tribune (Print Periodical).
  • Nov 25, 2003: 'Slow Food' movement gathers momentum., for USA Today (Print Periodical).