Faculty & Staff Directory


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. In 2016, he won the Kienzle Alumni Teaching Award (given for outstanding contribution to the education and personal development of our MBA/MA alumni who graduated at least three years ago). He also recently has won the MA Educator of the Year Award (in 2010, 2012, 2013, and 2015), the School of Business High Impact Scholarship Award (in 2014), and the School of Business Spirit Award (in 2013).

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.

  • 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 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

  • Wansink, B. ,  Soman, D. , &  Herbst, K. C. (2017). Larger partitions lead to larger sales: Divided grocery carts alter purchase norms and increase sales. Journal of Business Research, 75, 202-209. | more information
  • 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.
  • Herbst, K. C. , &  Lloyd, H. (2008). Sampling is a competitive and winning tactic. The Gourmet Retailer, 29, 49-50.
  • 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. (2007). Enhancing the wine shopping experience. The Gourmet Retailer, 28, 53-54.
  • 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. (2006). Supermarket shopper traffic: How consumers navigate the produce department and what may encourage them to buy more. Produce Business Magazine, 22, 60-64.
  • 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
  • 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

  • 2016 - 2016 Kienzle Alumni Teaching Award
  • 2015 - 2015 MA Educator of the Year Award
  • 2014 - Sisel Faculty Fellowship, Wake Forest University School of Business
  • 2014 - 2014 High Impact Scholarship Award
  • 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

  • August 31, 2016 - Food prices are down. But there's an upside for the food industry, Forbes.com | more information
  • June 29, 2016 - The Best 4th of July Sales and Deals of 2016, WalletHub.com | more information
  • June 19, 2016 - Survey at Hornbacher's and Hugo's show slight differences in prices, Grand Forks (North Dakota) Herald | more information
  • May 16, 2016 - Former Wake Forest basketball player weighs in on Tim Duncan, possible retirement, The David Glenn Show | more information
  • May 10, 2016 - Publix Super Market Opening In Winston-Salem, WFMY TV - News 2 (CBS) in Greensboro, NC | more information
  • July 4, 2015 - Hornbacher's move into Grand Forks could mean more competition, Grand Forks (North Dakota) Herald | more information
  • May 26, 2015 - How Partitioned Grocery Carts Can Help Shoppers Buy Healthier Foods, National Public Radio (NPR) | more information
  • August 15, 2014 - Bagging a bigger share of market, Charlotte Business Journal (article written by Jennifer Thomas) | more information
  • November 1, 2013 - Lafayette and Sandra Miller Jones have helped companies reach minority consumers for nearly 30 years, Black Business Ink | more information
  • April 3, 2013 - Baseball may be big draw, but customer service keeps fans coming back, Winston-Salem Journal (article written by Wesley Young) | more information
  • March 21, 2013 - Deacon Profile: Kenneth Herbst, Old Gold and Black | more information
  • June 22, 2012 - Krispy Kreme is hot stuff once again, The Charlotte Observer (article written by Victoria Guida) | more information
  • December 18, 2011 - Smithfield goes whole hog in retro-style ad campaign, The Virginian-Pilot (article written by Phil Walzer) | more information
  • June 17, 2011 - Pulling a fast one, The Business Journal (article written by Owen Covington) | more information
  • June 16, 2011 - Hasty disclaimers can turn off consumers, Postmedia News (article written by Misty Harris) | more information
  • June 4, 2011 - The effect of disclaimers on consumer purchase, AM1060 KYW Newsradio (Philadelphia, PA); interviewed by KYW Newsradio's David Madden
  • June 2, 2011 - Pulling a fast one: Speed of advertisement disclaimer may have effect on consumers' intent to purchase product , Bloomberg Businessweek
  • February 4, 2011 - Woodbine heads budding $5.7M bulb effort, The Business Journal (article written by Owen Covington) | more information
  • September 6, 2010 - Sales Pitch: Third-Party Merchandisers Are Training Brand Ambassadors with Webinars, Streaming Video and Even Mobile Apps, Supermarket News (article written by Julie Gallagher)
  • June 22, 2010 - 2010 sampling survey findings, Webinar Podcast for the National Association for Retail Marketing Services
  • May 7, 2010 - IPO prospectus reveals Fresh Market's financials, ambitious growth plans, Triad Business Journal (article written by Matt Evans)
  • April 19, 2010 - Sample sale: Sampling motivates shoppers to stay in the store longer and spend more while there, according to a new study, Supermarket News (article written by Carol Angrisani)
  • August 11, 2009 - To sample or not to sample: The proof is in these data!, Webinar Podcast for the National Association for Retail Marketing Services | more information
  • August 11, 2009 - To sample or not to sample: The proof is in these data!, Webinar Podcast for the National Association for Retail Marketing Services
  • July 28, 2009 - Cashing in with coupons: Kernersville woman researches, organizes, then reaps savings, Winston-Salem Journal (article written by Monica Young)
  • July 28, 2009 - Cashing in with Coupons: Kernersville woman researches, organizes, then reaps savings, Winston-Salem Journal
  • February 1, 2009 - Coupon programs go online, Winston-Salem Journal (article written by Fran Daniel) | more information
  • June 25, 2008 - The higher cost of eating: Planning can help lower grocery bills, Winston-Salem Journal
  • January 1, 2008 - WFDD Interview on Effect of Celebrity Endorsements of Presidential Candidates, WFDD
  • December 28, 2007 - How to grocery shop like a pro, The Associated Press
  • December 16, 2007 - Kevin Bacon on campaign trail for Edwards in Iowa: Such celebrity endorsements get attention from young people but may not change votes, Winston-Salem Journal
  • December 12, 2007 - Lowes Foods offers fuel: Grocery chain adds gas stations, Winston-Salem Journal
  • October 16, 2007 - Proposal would slow L.A. fast-food biz, USA Today
  • September 30, 2007 - 'Luxflation' for all, The Washington Times
  • September 27, 2007 - BBB 'members' will be called 'accredited' in marketing shift, Winston-Salem Journal
  • September 18, 2007 - Turning soy into a staple, St. Louis Post-Dispatch
  • August 26, 2007 - Paula Deen and Smithfield Foods are living high on the hog, The Virginian-Pilot
  • August 19, 2007 - Done right, private label spells profit, Winston-Salem Journal
  • June 22, 2007 - Salads to perk up Starbucks menu - Coffeehouse chain takes on fast-food rivals even as founder worries about losing focus, Chicago Tribune
  • June 19, 2007 - 9 best ways to save at the supermarket, Woman's Day
  • January 2, 2007 - Smithfield told not to worry about recent bad press, The Virginian-Pilot
  • December 28, 2006 - Automaker riding the hip parade: To sell its crossover entry, Ford pulls out all the niche showstoppers, The Washington Post
  • November 27, 2006 - Pepsi, Coke: We satisfy your 'need states', Advertising Age
  • November 15, 2006 - A single setback: U.S. sales of single-serve coffeemakers falling far short of expectations, Chicago Tribune
  • October 22, 2006 - Investors still a bit gun-shy, San Francisco Chronicle
  • September 17, 2006 - Becoming an industry giant and gaining foes along the way, The Virginian-Pilot
  • March 5, 2006 - Sonic skates, sodas coming, Sacramento Bee
  • February 28, 2006 - New McDonald's brew: Fast-food giant seeks more of breakfast, coffee markets with 'premium roast' brand, Chicago Tribune
  • January 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, Chicago Tribune
  • November 25, 2003 - 'Slow Food' movement gathers momentum., USA Today