Eric Yorkston

Dr. Eric Yorkston is driving progress in the field of marketing as the Associate Professor and Department Chair of the Marketing Department at the Neeley School of Business, Texas Christian University. With an extensive academic background, Dr. Yorkston holds a PhD and MPhil from New York University, an MBA from Rutgers University, and a BA from the University of Colorado. His diverse educational journey has equipped him with a robust foundation to explore and contribute to various facets of marketing. Dr. Yorkston's research interests are as varied as they are impactful, encompassing creativity and design thinking, branding, psycholinguistics, consumer psychology, and product development. His work delves into the intricate ways in which language influences consumer behavior and decision-making, offering valuable insights into the psychological underpinnings of marketing strategies. His scholarly contributions have been recognized in esteemed publications such as the Journal of Marketing, Journal of Marketing Research, and Journal of Advertising, underscoring his influence in the academic community. In addition to his research, Dr. Yorkston is actively involved in shaping the future of consumer psychology. He has served as the Executive Officer of the Society for Consumer Psychology, a role that highlights his leadership and commitment to advancing the field. His expertise is further acknowledged through his editorial board memberships with Marketing Letters and Marketing and Branding Research, where he contributes to the dissemination of cutting-edge marketing knowledge. Dr. Yorkston's dedication to education and research is complemented by his passion for fostering creativity and innovation in marketing practices. His work in survey methodology and product development not only informs academic discourse but also provides practical applications for businesses seeking to enhance their branding and consumer engagement strategies. Through his teaching and mentorship, he inspires the next generation of marketers to think critically and creatively about the challenges and opportunities in the industry. At Texas Christian University, Dr. Yorkston is not just an academic leader but also a mentor and innovator, guiding students and colleagues alike in exploring the dynamic intersections of marketing theory and practice. His commitment to excellence and his forward-thinking approach continue to make significant contributions to the field, ensuring that the marketing department at the Neeley School of Business remains at the forefront of academic and industry advancements.