Jamie Hyodo

Assistant Professor
HLH 345 F
P.O. Box 880492
Lincoln, NE 68588-0492
(402) 472-6638
Jamie Hyodo Photo
Ph.D., The Pennsylvania State University, 2016
M.S., Queen's University, 2011
B.A., University of Western Ontario, 2008
Areas of Expertise
  • Consumer Behavior
  • Assistant Professor, 2016
Jamie Hyodo Vita

Dr. Jamie D. Hyodo earned his Ph.D. from the Smeal College of Business at The Pennsylvania State University in 2016. His research interests include positive affect and emotion, moral psychology, persuasion and consumer-brand relationships (e.g., development, maintenance and recovery).
He co-authored “The Favor Request Effect: Requesting a Favor from Consumers to Seal the Deal” in Journal of Consumer Research. His dissertation is titled “The Multiple Facets of Gratitude: Exploring the Effects of Serendipitous, Salvation, and Serene Gratitude on Consumer Behavior”.


Research Interests

Professor Hyodo is currently conducting research on a variety of topics including gratitude, religion, individual differences, and used products, as they pertain to consumption and consumer behavior.

Published In

Journal of Consumer Research

Refereed Publications

Blanchard, Simon J., Kurt A. Carlson, and Jamie D. Hyodo (2016). The Favor Request Effect: Requesting a Favor from Consumers to Seal the Deal. Journal of Consumer Research, 42(6), 985-1001.


Graduate Courses

Services Marketing (MRKT 826) - Services marketing and the services marketing process. Key concepts, issues and terminology. Specific tools and frameworks enabling communication with other professional marketers and analysis of services marketing situations to make realistic recommendations for managerial action.

Undergraduate Courses

Market Research (MRKT 345) - Introduction to methods and principles of investigation and analysis used in making marketing decisions, from product development to channel decisions, to advertising decisions. Planning studies, proposing studies, conducting data gathering, analyzing and interpreting data, reporting results.

Teaching Interests

Consumer Behavior

Services Marketing

Marketing Research Methods


Fellow, Haring Symposium, Indiana University, 2015

Winner, Georgetown Institute for Consumer Research Consumer Insights Challenge, 2014

Paul F. Anderson Dissertation in marketing Award, The Pennsylvania State University, Smeal College of Business, 2014