Wayne D. Hoyer

Professor Hoyer is the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and Professor of Marketing at the McCombs School of Business, University of Texas at Austin.

A leading authority on consumer behavior and survey methodology, Professor Hoyer has published more than 100 articles in top peer-reviewed journals and coauthored one of the most widely used textbooks in the field, Consumer Behavior (8th ed.). His research focuses on how consumers acquire and process information, advertising effects, and decision-making – areas in which survey evidence is central.

Professor Hoyer has extensive experience designing, analyzing, and evaluating consumer surveys, both in academic research and in commercial disputes. He has testified as an expert witness in over 25 cases, including in matters related to digital advertising technology and the sale of mobile applications and in-app content. His testimony has addressed how consumers interpret and respond to advertising, branding, and marketplace information.

Internationally recognized for his contributions, Professor Hoyer has received major research awards, including the Humboldt Research Award and an honorary doctorate from the University of Bern.