Kenneth Herbst

Dr. Kenneth C. Herbst is an Assistant Professor of Marketing in the Babcock Graduate School of Management at Wake Forest University in Winston-Salem, NC. Dr. Herbst has a Masters and Ph.D. from The University of North Carolina at Chapel Hill. In addition, he earned a B.A. from Wake Forest University where he played basketball on back-to-back ACC Championship teams in 1995 and 1996.

Dr. Herbst examines the effects of branding and trust on purchase and the extent to which cognitions and emotions affect consumers in their purchase decisions. He also explores the ways in which retailers can merchandise items so that they are more likely to be seen and purchased.

Dr. Herbst has written numerous articles in the fields of consumer psychology, marketing, decision making, and advertising, and he has taught extensively in these areas. He has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, Journal of Advertising Research, International Journal of Advertising, Journal of Political Marketing, Journal of Promotion Management, Journal of Marketing Management, Personality and Individual Differences, British Food Journal, International Journal of Retail and Distribution Management, Innovative Marketing, Revue Internationale De Psychologie Sociale, and Health Psychology. He also writes a monthly merchandising column in The Gourmet Retailer based on his supermarket shopper traffic research.

In addition, Dr. Herbst recently has been interviewed about his food research and industry expertise by The New York Times, The Wall Street Journal, The Philadelphia Inquirer, The Washington Post, the Chicago Tribune, USA Today, and Advertising Age. Dr. Herbst has consulting experience with Ocean Spray, H. P. Hood, Inc. Dairy Company, the United States Mushroom Council, Performance Food Group, the Quality Bakers of America, and four supermarket corporations (Farm Fresh, Food Lion, Publix, and Hy-Vee).

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