Marvin E. Goldberg

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Department Marketing
Office Address 455 Business Building
Phone Number 814-863-3420
Email Address

Marvin E. Goldberg is Chair of the Department of Marketing, and the Irving and Irene Bard Professor of Marketing at the Smeal College of Business Administration, Penn State University, where he also served as Interim Dean for the 1999-2000 academic year. Dr. Goldberg has been a Visiting Professor at Stanford University, the University of North Carolina, Virginia Tech, the University of Florida and the Hong Kong University of Science and Technology. Dr. Goldberg is a past president of the Society for Consumer Psychology and co-founder of the Innovations in Social Marketing (ISM) organization. Among the editorial boards on which he serves are the Journal of Consumer Research, the Journal of Public Policy and Marketing and the Social Marketing Quarterly. Dr. Goldberg's research has focused on assessing factors contributing to advertising's effectiveness. Much of his work has involved the study of advertising's effects on children and adolescents. His research has been published in a wide variety of scholarly journals including the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Marketing Research, and the Journal of Public Policy and Marketing. He is co-editor of "Social Marketing: Theoretical and Practical Perspectives" (Erlbaum 1997). His work has been widely covered in the business and popular press, including the Wall St. Journal and the CBS evening news. He has served as consultant to a broad array of both public and private organizations, most recently for plaintiff's counsel in tobacco-related litigation.


Advertising Effects. Marketing to Youth. Social Marketing. Tobacco and Alcohol Advertising.


Ph D, Marketing, University of Illinois, 1972

MA, Sociology, Columbia University, 1967

BA, Political Science & Sociology, McGill University, 1965

Courses Taught

MKTG 330 (3)
Application of behavioral science concepts to the understanding of buyer behavior as a basis for marketing management decision making.

MKTG 534 (2)
Provides the frameworks for thinking, tools, language, and skills for strategic management of integrated market communications.

Selected Publications

Goldberg M. E., "Consumer Decision Making and Aging: A Commentary from a Public Policy/Marketing Perspective." Journal of Consumer Psychology, vol. 19, no. 1, 2009, pp. 28-34
Goldberg M. E., "Why new tobacco "harm reduction" products like 'snus' should be regulated.." Journal of Public Policy and Marketing, 2008
Goldberg M. E., Gunasti K., "Creating an environment in which youth are encouraged to eat a healthier diet.." Journal of Public Policy and Marketing, vol. 26, no. 2, 2007, pp. 162-181