Jamie Hyodo

Jamie Hyodo Photo

Assistant Professor

Office: SSC 4223
Phone: 519-661-2111 x85486
Email: jhyodo2@uwo.ca




Marketing Research, Consumer Behavior


Affect and Emotion, Prosocial Behaviour, Morality, Social Influence, Persuasion

Dr. Jamie Hyodo (PhD, Marketing, 2016 from the Smeal College of Business at The Pennsylvania State University; MSc, Management, 2011 from the Smith School of Business at Queen’s University; HBA, 2008 from the Ivey School of Business at Western University) is an assistant professor of consumer behavior. His research primarily focuses on the interaction of social influence, moral affect, and consumer-brand relationships. He is particularly interested in why consumers think and act the way they do, and how differences in feelings and cognitions variably impact consumer behaviors.


Hall, Matthew J. and Jamie D. Hyodo (2022), "Service Provider to the Rescue: How Firm Recovery of Do-It-Yourself Service Failure Turns Consumers from Competitors to Satisfied Customers," Journal of Service Research, forthcoming.

Hyodo, Jamie D. and Lisa E. Bolton (2021), “How Does Religion Affect Consumer Response to Failure and Recovery by Firms?," Journal of Consumer Research, 47(5), 807-28.

Blanchard, Simon J., Kurt A. Carlson, and Jamie D. Hyodo (2016), “The Favor Request Effect: Requesting a Favor from Consumers to Seal the Deal,” Journal of Consumer Research, 42(6), 985-1001.