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Joe Urbany

Professor of Marketing

Recognized by the Journal of Consumer Psychology as among the nation’s most productive and leading authors of consumer marketing research, Urbany is an expert in buyer information search and price perception, information economics, price competition, and competitive conjecture and decision-making. He was a widely quoted source during the 2008 presidential election on negative campaigning, of which he said: “In our studies, we find that even though people believe that negative advertising is less influential, that it’s going to be less persuasive, they counter argue it more, they give fewer support arguments to it, yet it has a stronger impact on migrating or changing voter tendency.” The co-author of a paper titled “Confirmation and the Effects of Positive and Negative Political Advertising,” Urbany determined that negative campaigning does have an impact on voters. “Even if they don’t like it, it still can have an impact on shifting attitudes overall,” he observed. Urbany’s academic interests also include benchmarking Catholic schools and collaborative technology and Intranet design.

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