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Department Faculty

Timothy Brock

Research interests are threefold. Principles of persuasion (1): impact of implicit advocacies such as those which are conveyed in narrative fiction. Social influence (2): mechanisms which underlie social compliance- - -guided by a theory (commodity) about the implications of perceived scarcity. Advertising effectiveness (3): conditions for the persistence of advertising-induced changes: theory and applications. Brock has been a member of the editorial boards of Journal of Experimental Social Psychology and of Social Psychology Quarterly. Brock received a 1960 Ph.D. from Yale and is a past-President of the Evaluation Research Society and of the Society for Consumer Psychology. In 1997 he received the award for Distinguished Scientific Contribution to Consumer Psychology from the Society for Consumer Psychology.

Selected Publications


Brannon, L.A., & Brock, T. C. (2001) Limiting time for responding enhances behavior corresponding to the merits of compliance appeals: Refutations of heuristic-cue theory in service and consumer settings. Journal of Consumer Psychology, 10, 135-146.

Brannon, L.A., & Brock, T. C. (2001) Scarcity claims elicit extreme responding to persuasive messages: Role of cognitive elaboration. Personality and Social Psychology Bulletin, 27, 365-375.

Green, M.C., Strange, J.J., Brock, T.C.(Eds.) (2002) Narrative impact: Social and cognitive foundations. Mahwah,NJ: Lawrence Erlbaum Associates. Inc.

Green, M.C., & Brock, T. C. (2002) In the mind's eye: Imagery and transportation into narrative worlds. In M. C.. Green, J. J. Strange, & T. C. Brock (Eds.) Narrative impact: Social and cognitive foundations. Mahwah, NJ: Lawrence Erlbaum Associates, Inc., pp. 315-341.

M.C. Green, Garst, J., & Brock, T. C. (2004) The power of fiction: Determinants and boundaries. In L. J. Shrum (Ed.) Blurring the lines: The psychology of entertainment media. Mahwah, NJ: Lawrence Erlbaum Associates, Inc. pp.161-176.

Brock, T.C., & Livingston, S.D. (2004) The need for entertainment scale. In L. J. Shrum (Ed.) Blurring the lines: The psychology of entertainment media. Mahwah, NJ: Lawrence Erlbaum Associates, Inc., pp. 255-274.

Brock, T.C., & Mazzocco, P.J. (2004) Responses to scarcity: A commodity theory perspective on reactance and rumination. In R. A. Wright, J. Greenberg, & S. S. Brehm (Eds.) Motivational analyses of social behavior: Building on Jack Brehm's contributions to psychology. Mahwah, NJ: Lawrence Erlbaum Associates., pp. 129-148.

Green, M.C., Brock, T.C., & Kaufman, G. F. (2004) Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 14, 311-327.

Brock,T.C., & Green, M.C. (Eds.) (2005) Persuasion:Psychological insights and perspectives.(Second edition). Thousand Oaks, CA: SAGE Publications, Inc.

Green, M.C., & Brock, T.C. (2005) Persuasiveness of narratives. In T. C. Brock & M. C. Green (Eds.) Persuasion: Psychological insights and perspectives (Second Edition). Thousand Oaks, CA: SAGE Publications Inc. pp. 117-142.

Green, M.C., & Brock, T. C. (2005) Organizational membership versus informal interaction: Contributions to skills and perceptions that build social capital. Political Psychology, 26, 1-25.

Brannon, L.A., & Brock, T. C. (in press) Measuring the prototypicality of product categories and exemplars: Implications of Schema Correspondence Theory. In L. R. Kahle & C. H. Kim (Eds.) Image and the psychology of marketing communication. Mahway, NJ: Lawrence Erlbaum Associates.

Mazzocco, P.J., & Brock, T.C. (in press) Understanding the role of mental imagery in persuasion: A cognitive resources model. In L. R. Kahle & C. H. Kim (Eds.) Image and psychology of marketing communication. Mahway, J: Lawrence Erlbaum Associates.

Mazzocco, P.J., Rucker, D.D., & Brock, T.C. (in press) Implications for advertising effectiveness of divergence among measured advertising effects. In F. Kardes, P. R. Herr, & J. Nantel. (Eds.) Applying social cognition to consumer-focused strategy. Mahwah, NJ: Lawrence Erlbaum Associates.

Green, M.C., Garst, J., Brock, T.C., & Chung, S. (in press) Fact versus fiction labeling: Persuasion parity despite heightened scrutiny of fact. Media Psychology.


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