Profile Summary

Dr. Barbara Bickart is Associate Professor of Marketing and Department Chair at the School of Management at Boston University. Her research examines how the context of communication influences consumers’ inference and judgment processes. Current projects explore how consumers create connections (e.g., emotional, affinity, shared experiences) in the context of both consumer-to-consumer and business-to-consumer communication and how such connections influence the interpretation, perceived value and persuasive impact of a message. Her work has appeared in a number of journals including Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Interactive Marketing, and Journal of Advertising. She is currently an Associate Editor at Journal of Public Policy and Marketing.

  • Education Open or Close

    Ph D, University of Illinois at Urbana Champaign, Marketing, 1990.

    MS, University of Cincinnati, Marketing, 1984.

    BA, Wittenberg University, Business and Psychology, 1982.

  • Current CoursesOpen or Close

    GSM MK723 B1 Marketing Management

  • PublicationsOpen or Close

    Journal Articles:

      Bickart, B., Morrin, M., Ratneshwar, S., (2015). Does it Pay to Beat Around the Bush? The Case of the Obfuscating Salesperson. Journal of Consumer Psychology,

      Bickart, B., Schindler, R. S., (2012). Perceived Helpfulness of Online Consumer Reviews: The Role of Message Content and Style. Journal of Consumer Behaviour, 11(3), 234-243. Chicester.

      Bickart, B., Ruth, J., (2012). Green Eco-seals and Advertising Persuasion. Journal of Advertising, 41(4), 53-69.

      Bickart, B., Phillips, J., Blair, J., (2006). The Effects of Discussion and Question Wording on Self and Proxy Reports of Behavioral Frequencies. Marketing Letters, 17(Spring), 167-180.

      Bickart, B. A., Schindler, R., (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-52.

      Bickart, B., Schwarz, N., (2001). Service Experiences and Satisfaction Judgments: The Use of Affect and Beliefs in Judgment Formation. Journal of Consumer Psychology, 11(1), 29-41.

      Simmons, C. J., Bickart, B., Buchanan, L., (2000). Leveraging Equity Across the Brand Portfolio. Marketing Letters, 11(3), 210-220.

      Buchanan, L., Simmons, C. J., Bickart, B., (1999). Brand Equity Dilution: Retailer Display and Context Brand Effects. Journal of Marketing Research, 36(3), 345-355.

      Bickart, B., Schmittlein, D., (1999). The Distribution of Survey Contact and Participation in America: Constructing a Survey-Based Estimate. Journal of Marketing Research, 36(2), 286-294.

      Menon, G., Bickart, B., Sudman, S., Blair, J., (1995). How Well Do You Know Your Partner? Strategies for Formulating Proxy-Reports and Their Effects on Convergence to Self-Reports. Journal of Marketing Research, 32(1), 75-84.

      Czaja, R., Blair, J., Bickart, B., Eastman, E., (1994). Respondent Strategies for Recall of Crime Victimization Incidents. Journal of Official Statistics, 10(3), 257-276.

      Bickart, B., Menon, G., Schwarz, N., Blair, J., (1994). The Use of Anchoring Strategies in Constructing Proxy Reports of Attitudes. International Journal of Public Opinion Research, 6(4), 375-379.

      Simmons, C. J., Bickart, B. A., Lynch, J. G., (1993). Capturing and Creating Public Opinion in Survey Research. Journal of Consumer Research, 20(2), 316-329.

      Bickart, B. A., (1993). Carryover and Backfire Effects in Marketing Research. Journal of Marketing Research, 30(1), 52-62.

    Book Chapters:

      Bickart, B., Kim, S., Pai, S., Brunel, F., (2015). in How Social Media Influencers Build a Brand Following by Sharing Secrets London: Strong Brands, Strong Relationships, Vol. 2, Routledge, pp 126-152.

      Sogut, C., Brunel, F., Bickart, B., (2015). Consumer Psychology in a Social Media World, in Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content, Claudiu Dimofte, Curtis Haugtvedt, and Richard Yalch, Armonk, NY: M.E. Sharpe.

      kim, S., Bickart, B., Brunel, F., Pai, S., (2013). in Can Your Business Have 1 Million Friends? Understanding and Using Blogs as One-to-One Mass Media Hershey, PA: Organizations and Social Networking: Utilizing Social CRM to Engage Consumers. Eldon Y. Li, Stanley Loh, Cain Evans and Fabiana Lorenzi (Eds.), Hershey, PA: IGI Global, pp 125-152.

      Bickart, B., Schindler, R., (2005). in Published "Word of Mouth:: Referable, Consumer-Generated Information on the Internet : Lawrence Erlbaum Associates, pp 35-61.

      Sekhon, T., Sekhon, T., Bickart, B., Bickart, B., Trudel, R., Trudel, R., Fournier, S., Fournier, S., (Accepted). in Being a Likable Braggart: How Consumers Use Brand Mentions for Self-presentation on Social Media, in Consumer Psychology in a Social Media World Armonk, NY: M. E. Sharpe.

    Other Publications:

      kim, S., Bickart, B., Brunel, F., Pai, S., (2013). How to Persuade 100,000 Friends? Understanding Blogs as One-to-One Mass Media. Duluth: Advances in Consumer Research, Zeynep Gurhan-Canli, Cele Otnes and Rui Zhu (Eds).

      kim, S., Bickart, B., Brunel, F., (2012). Too Much Information: How Expertise Disclosures Affect the Persuasiveness of Online Consumer Reviews. Duluth: Advances in Consumer Research, Rohini Ahluwalia, Tanya Chartrand, and Rebecca Ratner (Eds.).

  • Contracts, Grants and Sponsored ResearchOpen or Close

    Understanding Brand Mentions on Social Media and Their Impact on Brand Perceptions, Marketing Science Institute. (May 1, 2014 - Present).

    Understanding Brand Mentions on Social Media and their Impact on Brand Perceptions, Marketing Science Institute. (June 1, 2014 - Present).

  • Research PresentationsOpen or Close

    Invited Lectures:

      Bickart, B., (Presenter & Author), Brunel, F., (Author Only), Kim, S., (Author Only), Pai, S., (Author Only), Seminar Series, Sharing Secrets with Strangers on Social Media: Can You Make Word-of-Mouth More Persuasive via Intimate Self-Disclosure?, University of Houston Department of Marketing and Entrepreneurship, Houston, Texas. (September 26, 2014).

      Bickart, B., (Other), Seminar Series, “Does it Pay to Beat Around the Bush? The Case of the Obfuscating Salesperson, University of Massachusetts-Amherst, Amherst, MA. (April 29, 2011).

    Other Presentations:


  • Editorial And Review ActivitiesOpen or Close

    Bickart, B., Journal of Public Policy and Marketing, Associate Editor, Standing Editorship (Edited Multiple Publications), Appointed, Academic. (June 1, 2012 - Present).

    Summarize reviews and make recommendation to Editor on approx. 10 papers per year.

  • Web LinksOpen or Close