Robert A. Peterson

Associate Vice President for Research
John T. Stuart III Centennial Chair in Business Administration

Robert A. Peterson is associate vice president for research at The University of Texas at Austin. He holds the John T. Stuart III Centennial Chair in Business Administration in the McCombs School of Business and the Charles Hurwitz Fellowship at the IC2 Institute, The University of Texas at Austin. Dr. Peterson has served as chairman of the Department of Marketing Administration and associate dean for research in the McCombs School of Business; he is a former editor of the Journal of Marketing Research and the Journal of the Academy of Marketing Science. Presently he serves on four editorial boards. He received his doctorate from the University of Minnesota.

Dr. Peterson has authored or co-authored in excess of 150 articles and books. His publications have appeared in nearly four dozen journals, including Management Science, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science. His books and monographs include Marketing Research, Strategic Marketing Problems (with Roger A Kerin), The Role of Affect in Consumer Behavior (with Wayne D. Hoyer and William R. Wilson), Models for Innovation Diffusion (with Vijay Mahajan), Modern American Capitalism (with Gerald Albaum and George Kozmetsky), The Future of Retailing, Electronic Marketing and the Consumer, Constructing Effective Questionnaires, and Business Ethics: New Challenges for Business Schools and Corporate Leaders (with O.C. Ferrell).

Dr. Peterson has received numerous awards and honors. He is a fellow and past president of the Southwestern Marketing Association, a fellow and past-president of the Academy of Marketing Science, a former vice president of the American Marketing Association, and has served on the governing board of the Decision Sciences Institute. Dr. Peterson is listed in such standard references as Who’s Who in America. In 1988 he received the Outstanding Marketing Educator Award from the Academy of Marketing Science; in 1991 he received the Circle of Honor Award from the Direct Selling Education Foundation. In 2006 he was named the American Marketing Association/McGraw-Hill Irwin Distinguished Marketing Educator and received the Berkman Service Award from the Academy of Marketing Science. His 1991 article in the Journal of the Academy of Marketing Science received the Sheth Award, and his 1994 Marketing Science article received the John D.C. Little Award.

Dr. Peterson has extensive consulting experience, having worked with such firms as Ford Motor Company, Emerson Electric, Pillsbury, and 3M. He frequently testifies as an expert witness in litigation matters involving intellectual property and unfair competition. He has served on the boards of several corporations and nonprofit institutions as well as an advisory committee to the United States Bureau of the Census.

Contact Dr. Peterson: rap@mail.utexas.edu | 512-471-9438.

View Dr. Peterson’s McCombs School of Business faculty profile.