Eva M. Hyatt, PhD


  • B.A., Sociology - University of California at Berkeley
  • M.B.A. - Louisiana State University
  • Ph.D. - Business Administration (Minor: Psychology), University of South Carolina

Her publications have appeared in Journal of Consumer Research; Popular Music and Society; Journal of Public Policy and Marketing; Consumption, Markets and Culture; Journal of Business Research; Journal of Marketing Communications; Journal of Food Products Marketing; Food Quality and Preference; The Journal of Marketing Theory and Practice; Advances in Consumer Research; Proceedings of the American Marketing Association; Proceedings of the Marketing and Public Policy Conference; Proceedings of the Society for Marketing Advances; and Proceedings of the ACR Conference on Gender, Marketing and Consumer Behavior. Her paper entitled "A Critical Appraisal of Demand Artifacts in Consumer Research" received the Best Article Award (1990-1992) for Journal of Consumer Research, the top journal in Consumer Behavior, her field of specialization. She also received in 2001 the Excellence in Research Award for the Walker College of Business at Appalachian State University.

Currently, she is investigating such issues as the cognitive bases of visual persuasion, children's brand preference and identification, myths and stereotypes surrounding women and guns, and dog-related consumer behavior. She is also writing a book called Ethical and Social Issues in Marketing.

She is a regular reviewer for the Association for Consumer Research, the Society for Marketing Advances, the Marketing and Public Policy Proceedings, and the National Women's Studies Association. She provides marketing consulting services for the National Organization for Women (Washington, DC), artist Irmaly (Boone, NC), Watauga County Democratic Party, Watauga Humane Society, and the Watauga Hunger Coalition.


Consumer Behavior, Marketing Management, Society and Marketing, Integrated Marketing Communications

Research Interests

Product Symbolism, Consumer Stereotyping, Public Policy Issues, Cognitive Bases of Perception

Title: Professor
Department: Department of Marketing & Supply Chain Management

Email address: Email me

Phone: (828) 262-2926

Fax: (828) 262-6192

Office address
4098 Peacock Hall