Dr. Kenny Herbst

Associate Dean of the Undergraduate Business Program; Board of Visitors Faculty Fellow in Marketing; Associate Professor of Marketing

OFFICE: Farrell 239

BIOGRAPHY

Dr. Kenny Herbst is the Associate Dean of the Undergraduate Business Program, Board of Visitors Fellow in Marketing, and an Associate Professor of Marketing in the School of Business at Wake Forest University. He has a master's and Ph.D. from The University of North Carolina at Chapel Hill and a B.A. from Wake Forest University. He has won multiple MSM/MA Educator of the Year Awards, multiple Kienzle Alumni Teaching Awards (given for outstanding contribution to the education and personal development of our MBA/MSM/MA alumni who graduated at least three years ago), the School of Business High Impact Scholarship Award, and the School of Business Spirit Award.

HONORS

2023 - Nomination and Attendance -- 2024 ACC Academic Leaders Network, ACC Academic Leaders Network
2023 - 2023 Kienzle Alumni Teaching Award, Wake Forest University School of Business
2021 - Board of Visitors Fellowship in Marketing, Wake Forest University School of Business
2021 - 2021 MSM Educator of the Year Award, Wake Forest University School of Business
2020 - 2020 MSM Educator of the Year Award, Wake Forest University School of Business
2019 - 2019 MSM Educator of the Year Award, Wake Forest University School of Business
2018 - 2018 MA Educator of the Year Award, Wake Forest University School of Business
2016 - 2016 Kienzle Alumni Teaching Award, Wake Forest University School of Business
2015 - 2015 MA Educator of the Year Award, Wake Forest University School of Business
2014 - Sisel Faculty Fellowship, Wake Forest University School of Business
2014 - 2014 High Impact Scholarship Award, Wake Forest University School of Business
2013 - 2013 MA Educator of the Year Award, Wake Forest University School of Business
2013 - 2013 School of Business Spirit Award, Wake Forest University School of Business
2012 - 2012 MA Educator of the Year Award, Wake Forest University School of Business
2010 - 2010 MA Educator of the Year Award, Wake Forest University School of Business

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.

IN THE MEDIA

June 29, 2020 - Set for success: Former Wake Forest volleyball player Hailey Brooke McFadden finding her way quickly in marketing business , Winston-Salem Journal| more information
June 25, 2020 - Herbst Recounts Dave Odom, 1995 ACC Championship Memories , godeacs.com| more information
December 21, 2018 - Kenny Herbst weighs in on Wake Forest Basketball , The Drive with Josh Graham| more information
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

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

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

PUBLICATIONS

Journal of Business Ethics

Generating the moral agency to report peers' counterproductive work behavior in normal and extreme contexts: The generative roles of ethical leadership, moral potency, and psychological safety

Sumanth, J. , Hannah, S. , Herbst, K. C. , & Thompson, R. L.

Marketing Management Journal

The new math in B2B online reviews: When are negatively-reviewed suppliers of interest?

Steward, M. D. , Narus, J. A. , Roehm, M. L. , & Herbst, K. C. (2024)

Journal of Applied Marketing Theory

Using the I3 Model to understand overeating

Herbst, K. C. , Peterson, M. , & Saha, S. (2023)

Strategic Finance

Becoming a trusted business partner

Montague, N. R. , Fay, R. G. , Lobs, J. , & Herbst, K. C. (2022)

Journal of Management

Moral identity complexity: Situated morality within and across work and social roles

Hannah, S. , Thompson, R. L. , & Herbst, K. C. (2020)

Journal of Business Research

Larger partitions lead to larger sales: Divided grocery carts alter purchase norms and increase sales

Wansink, B. , Soman, D. , & Herbst, K. C. (2017)

Journal of Business Ethics

Advertisement disclaimer speed and corporate social responsibility: "Costs" to consumer comprehension and effects on brand trust and purchase intention

Herbst, K. C. , Hannah, S. , & Allan, D. (2013)

Social Influence

Social-evaluative influences moderate the relationship between price and perceived quality

Herbst, K. C. , Leary, M. R. , & McColskey-Leary, C. P. (2013)

Journal of Consumer Research

On the dangers of pulling a fast one: Advertisement disclaimer speed, brand trust, and purchase intention

Herbst, K. C. , Finkel, E. J. , Allan, D. , & Fitzsimons, G. M. (2012)

International Journal of Management Cases

The effect of trust on private label purchase

Herbst, K. C. , Stanton, J. L. , Amodeo, C. M. , & Costello, A. T. (2010)

The Gourmet Retailer

Appealing to women is vital for success

Herbst, K. C. , & Lloyd, H. (2009)

The Gourmet Retailer

Research: Don't leave home (or try to compete) without it

Herbst, K. C. , & Lloyd, H. (2009)

Journal of Advertising Research

Racial stereotypes in children's television commercials

Maher, J. K. , Herbst, K. C. , Childs, N. M. , & Finn, S. (2008)

Social and Personality Psychology Compass

The interplay of temperament and regulatory focus on consumer problem-solving modes

Mooradian, T. A. , Herbst, K. C. , & Matzler, K. (2008)

The Gourmet Retailer

Sampling is a competitive and winning tactic

Herbst, K. C. , & Lloyd, H. (2008)

British Food Journal

Changes in family dynamics predict purchase and consumption

Herbst, K. C. , & Stanton, J. L. (2007)

Journal of Political Marketing

Political star power and political parties: Does celebrity endorsement win first-time votes?

Wood, N. T. , & Herbst, K. C. (2007)

The Gourmet Retailer

Enhancing the wine shopping experience

Herbst, K. C. , & Lloyd, H. (2007)

Innovative Marketing

Don't be fooled: Profits result from being innovative and meeting consumers' need for convenience

Herbst, K. C. , Stanton, J. L. , & Armstrong, G. A. (2006)

International Journal of Retail and Distribution Management

Slotting allowances: Short-term gains and long-term negative effects on retailers and consumers

Stanton, J. L. , & Herbst, K. C. (2006)

International Journal of Advertising

The effects of brand experience and an advertisement's disclaimer speed on purchase: Speak slowly or carry a big brand

Herbst, K. C. , & Allan, D. (2006)

Journal of Promotion Management

The effects of current market forces on the impact of a TV commercial in creating persuasion: Advertising agencies cannot do it all alone!

Stanton, J. L. , & Herbst, K. C. (2006)

Produce Business Magazine

Supermarket shopper traffic: How consumers navigate the produce department and what may encourage them to buy more

Herbst, K. C. , & Lloyd, H. (2006)

Journal of Marketing Management

Commodities must begin to act like branded companies: Some perspectives from the United States

Stanton, J. L. , & Herbst, K. C. (2005)

Organizational Behavior and Human Decision Processes

When good decisions have bad outcomes: The impact of affect on switching behavior

Ratner, R. K. , & Herbst, K. C. (2005)

Personality and Individual Differences

Finding pleasure in solitary activities: Desire for aloneness or disinterest in social contact?

Leary, M. R. , Herbst, K. C. , & McCrary, F. (2003)

Journal of Personality and Social Psychology

My head says "yes," but my heart says "no:" Cognitive and affective attraction as a function of similarity to the ideal self

Herbst, K. C. , Gaertner, L. , & Insko, C. A. (2003)

Journal of Personality and Social Psychology

Accountability as a deterrent to self-enhancement: The search for mechanisms

Sedikides, C. , Herbst, K. C. , Hardin, D. P. , & Dardis, G. J. (2002)

Revue Internationale De Psychologie Sociale

How does accountability reduce self-enhancement? The role of self-focus

Sedikides, C. , & Herbst, K. C. (2002)

Health Psychology

Interpersonal concerns and psychological difficulties of psoriasis patients: Effects of disease severity and fear of negative evaluation

Leary, M. R. , Rapp, S. R. , Herbst, K. C. , Exum, M. L. , & Feldman, S. R. (1998)