John Eighmey

John Eighmey is an authority on marketing communication, public policy and higher education. He has held senior level positions in the advertising industry, government regulation, and higher education. He was a senior executive at Young & Rubicam in the research and creative departments, he was the first non-attorney to hold a managerial position in the Federal Trade Commission's Bureau of Consumer Protection, and he served as a faculty member and administrator at major universities including Northwestern, Notre Dame University, the University of Alabama, and the University of Minnesota. For a conceptual and data-driven analysis of youth values and the propensity to act on values, read Eighmey's journal article "Why Do Youth Enlist? Identification of Underlying Themes" in Armed Forces & Society, Vol. 32, No. 2, (January, 2006). This scholarly article serves as the consumer insight basis for the current advertising campaign for the United States Marines and applies generally to social movements and brand advocacy. Eighmey's journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article "Profiling User Responses to Commercial Websites" (see Journal of Advertising Research, March 1997) has been cited in 500 scholarly articles and books. For an historical perspective on advertising research, read "Harlow Gale and the Origins of the Psychology of Advertising" in the Journal of Advertising, December 2007 for historical perspective. For the big picture read "The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World." A readings book co-authored with Osei Appiah and published by Cognella, 2011.

Educational Background & Specialties

Educational Background

  • Ph.D.: Marketing, University of Iowa, Iowa City, 1973.


  • advertising
  • consumer research
  • marketing communication
  • mass communication
  • public policy
Courses Taught
  • Journalism 8990 - Psychology of Persuasion
  • Journalism 8200 - Research for Strategic Communication
  • Journalism 5251 - Psychology of Advertising
  • Journalism 4259 - Cases in Strategic Communication Planning
  • Journalism 3253 - Account Planning
  • Journalism 3251 - Research for Strategic Communication
  • Journalism 3201 - Principles of Strategic Communication
Research & Professional Activities

Professional Activities

  • Member: Editorial Review Board, Journal of Advertising Research
  • Editorial Review Board: Journal of Interactive Advertising: Member
  • Member, National Academy of Sciences Committee on the Youth Population and Military Recruiting: established at the request of the DoD to examine the interests of the youth population and the effectiveness of military recruitment programs including advertising related programs , January 2000 - December 2003
  • Young & Rubicam New York, Senior Vice President and Manager of Creative Services: responsible for the 331-person creative department, including staffing, budgeting, creative assignments, and advising senior agency management on creative and management matters , October 1984 - August 1989
  • Young & Rubicam New York, Vice President and Director of Account Research Services: responsible for the line research department in the agency and all marketing and advertising research for the New York clients of the advertising agency , September 1980 - October 1984
  • Federal Trade Commission, Washington DC, Deputy Assistant Director for National Advertising: first person trained in marketing and consumer behavior to hold a managerial position in the Bureau of Consumer Protection; managed the advertising substantiation program , July 1975 - January 1977


  • 2008 USMC-JWT Advertising Strategy Conference: Speaker and Conference Moderator, July 8, 2008 - July 10, 2008
  • US Marine Corps Recruitment Advertising Campaign Conference: Conference Moderator and Invited Speaker, March 10, 2004 - March 12, 2004
  • Committee Member: Committee on Youth Population and Military Recruiting, National Academy of Sciences, January, 2000 - December, 2003
  • The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World. Eighmey, John, Osei Appiah, Cognella, Co-Author, 2011.
  • "Motivation Crowding and Word of Mouth Advertising: Why Extrinsic Incentives Could Make People Less Likely to Buzz": Eighmey, John, George Anghelcev, Annual Conference of Association for Education in Journalism & Mass Communication, 2009.
  • Salesmanship-in-Print and the Ownership of Consumer Desire: Lessons from Judicious Advertising, 1915-1925: Eighmey, John, Rebecca Swenson, 2008 AEJMC Conference Paper in the History Division, 2008.
  • Harlow Gale and the Origins of the Psychology of Advertising: Eighmey, John, Sela Sar, Journal of Advertising, Vol. 36 147-158, 2007.
  • Motivation Crowding: The Hidden Costs of Introducing an Incentive in Advertising to Promote Altruistic Behavior: Eighmey, John, George Anghelcev , 2007 AEJMC Conference Top Paper in the Advertising Division, 2007.
  • Why do youth enlist? Identification of underlying themes.: Eighmey, John, Armed Forces & Society , Vol. 32 307-328, 2006.
  • Complementary Roles of Dual Process Models, Theory of Reasoned Action, Media Priming and the Concept of Consideration in the Development of Advertising Message Strategies: A Case Study: Eighmey, John, W &a Siu, Lawrence Erlbaum Associates, Applying Social Cognition to Consumer-Focused Strategy, 2005.
  • Advertising Planning: Generative and Evaluative Approaches: Eighmey, John, Paul R. Sackett & Anne S. Mavor, National Academies Press, Evaluating Military and Recuiting: Theory and Methodology, 2004.
  • Military Advertising and Recruiting: Eighmey, John, National Acadamies Press, Attitudes, Aptitudes and Aspirations of American Youth, 2003.
  • Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web: Eighmey, John, Lola McCord, Journal of Business Research, 41 187-194, 1998.
  • Profiling User Responses to Commercial Websites: Eighmey, John, Journal of Advertising Research, 59-66, 1997.
  • 2007 Association for Education in Journalism and Mass Communication (AEJMC) Conference Top Faculty Paper in Advertising
  • Iowa College Media Association Service Award - First recipient of what has been named the John Eighmey Service Award for accomplishments on behalf of Iowa journalists, students and educators, June 24, 2003
  • Visionary Award, for vision and creativity in higher education, Vision 2020 Program, Iowa State University, October 10, 2000
  • Superior Service Award, Federal Trade Commission, Washington, D.C. "For unprecedented achievements in applying his learning and insights into marketing and consumer behavior to all programs of the Division of National Advertising", September 17, 1976