Heather Johnson

3330J Van Munching Hall
(301) 405-4688 or (301) 405-5774

Heather is a Ph.D. Candidate in Marketing at the Robert H. Smith School of Business, University of Maryland. Her primary research interests are in the application of psychological theory to the study of marketing phenomena, such as how consumers’ relationships with brands affect their brand-related behaviors. More specifically, she examines how firms’ online co-creation efforts lead consumers to spread electronic word of mouth about the brand. Her interests also lie in combining neuroscience and experimental methods to explore how nonconscious and visual cues affect goal means valuation and preference, as well as luxury branding. Her work has been published in the Journal of Consumer Psychology. She has taught consumer behavior to undergraduate students, for which she earned the Robert H. Smith School of Business Top 15% Teaching Award.

Heather joined the Ph.D. program in 2008. Previously, she held industry positions in advertising and retail management, as well as best practices research and executive education at the Corporate Executive Board. She currently serves on the Board of Directors for Kimbrell's Furniture Distributors, Inc.

Honors and Awards

  • Marvin A. Jolson Outstanding Marketing Doctoral Student Award, Robert H. Smith School of Business, 2012
  • Top 15% Teaching Award, Robert H. Smith School of Business, 2010–2011


Catalina E. Kopetz, Arie W. Kruglanski, Zachary G. Arens, Jordan Etkin, and Heather M. Johnson (2012), “The Dynamics of Consumer Behavior: A Goal Systemic Perspective,” Journal of Consumer Psychology, 22 (2), 208-23.

Research in Progress

  • Heather M. Johnson and Amna Kirmani, “Why Are Some Brand Co-Creation Activities More Effective Than Others?: The Effects of Strength of Voice and Self-Brand Connections on Brand Advocacy” (Dissertation Essay I, In preparation for submission to Journal of Marketing Research)
  • Heather M. Johnson and Amna Kirmani, “How Do Connected Consumers Respond to Brand Primes?” (Dissertation Essay II, In preparation for re-submission to Journal of Consumer Research)
  • Adam W. Craig, Heather M. Johnson, Stacy Wood, Yuliya Komarova, and Jennifer M.C. Vendemia, “When Burberry Beckons: Automatic Goal Means Valuation for Luxury Brands” (In preparation for submission to Journal of Marketing)
  • Francine Espinoza, Heather M. Johnson, and Yuliya Komarova, “Indulging and Proud of It: Positive Emotional Responses to Reason-Based Indulgent Consumption” (In preparation for submission to Journal of Marketing Research)
  • Heather M. Johnson, Tom Carlson, and Tali Rasooly “A Taste For Texture: An Exploratory Look at Consumer Preference Within Visual Non-Semantic Stimuli” (Targeted at Journal of Consumer Research; Data collected)
  • Heather M. Johnson, Stacy Wood, and Adam W. Craig, “Factors Predictive of Publication Success in Marketing Academics” (Targeted at Journal of Marketing; Data collected)
  • Zachary Arens, Heather M. Johnson, and Rosellina Ferraro, “Impulsivity and Online Deals” (Targeted at Journal of Marketing Research; Data collection in progress)