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David L. Brinberg

Kathleen Grega Digges Professor of Marketing
David Brinberg
2019 Pamplin (0236)
880 West Campus Drive
Blacksburg, VA 24061


Dr. David Brinberg is currently the R.O. Goodykoontz Professor of Marketing and Professor of Psychology at Virginia Tech.  He received his PhD in social psychology from the University of Illinois.  He is formerly President of Division 23 of the American Psychological Association, Society for Consumer Psychology, past founder and director of the Sloan Foundation Forest Industries Center. He has extensive experience in the areas of social marketing, research methodology, decision making, and health communication.  He has published or edited 5 books, over 50 publications in a wide range of peer-reviewed journals, including Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Journal of Public Policy and Marketing, and Journal of Personality and Social Psychology. He also has received funding for his work from sponsors that include the Sloan Foundation, the Kellogg Foundation, and the Forest Service at the USDA.


B.A.- Rensselaer Polytechnic Institute

M.A.- University of Illinois

Ph. D- University of Illinois

Teaching Interests

Consumer Behavior, Marketing Research, Social Marketing, Social Entrepreneurship, Foundations of Behavioral Research

Research Interests

Consumer Decision Making, Social Change, Social Marketing, Conceptual Foundations of Research



Brinberg, D., and Lutz, R.J. (Eds.) (1986). Perspectives on Methodology in Consumer Research. New York: Springer-Verlag.

Brinberg, D., and McGrath, J.E. (1985). Validity and the Research Process: Beverly Hills, Ca., Sage Publications.

Brinberg, D., and Jaccard, J. (Eds.) (1989). Dyadic Decision Making. New York: Springer-Verlag.


Hamby, A., Ecker, U., and Brinberg, D.  (forthcoming). How Stories in Memory Perpetuate the Continued Influence of False Information. Journal of Consumer Psychology. 

Hamby, A., Brinberg, D., and Daniloski, K. (forthcoming). It’s About Our Values: How Founder’s Stories Influence Brand Authenticity.  Psychology and Marketing. 

Zemack-Rugar, Y., Corus, C., and Brinberg, D. (forthcoming). The Academic Response-to-Failure Scale: Predicting and Increasing Academic Persistence Post-Failure.  Journal of Marketing Education. 

Zemack-Rugar, Y., Corus, C., and Brinberg, D. (2019).  The persistence-licensing response measure: Understanding, predicting, and modifying behavior following subgoal success.  Journal of Marketing Research. 

Hamby, A., Brinberg, D., and Jaccard, J, (2018).  A conceptual framework of narrative persuasion.  Journal of Media Psychology, 30(3), 113-124. 

Carnabuci, G., Emery, C., & Brinberg, D. (2018).  Emergent leadership structures in informal groups: A dynamic, cognitively informed network model.  Organizational Science. 29(1), 118-133. 

Hamby, A., Brinberg, D., & Daniloski, K. (2017). Reflecting on the journey: Mechanisms in narrative persuasion. Journal of Consumer Psychology, 27(1), 11-22.

Hamby, A., and Brinberg, D. (2016).  Happily Ever After: How Ending Valence Influences Narrative Persuasion in Cautionary Stories", Journal of Advertising, 45(4), 498-508

Hamby, A., Brinberg, D., & Daniloski, K. (2015). How Consumer Reviews Persuade Through Narrative. Journal of Business Research, 68(6), 1242-1250

Zemack-Rugar, Y., Corus, C., and Brinberg, D. (2012).  The “response-to-failure” scale:  Predicting behavior following initial self-control failure. Journal of Marketing Research, 49(6), 996 – 101

Peter, P. and Brinberg, D. (2012). Learning emotional intelligence: An exploratory study in the domain of health. Journal of Applied Social Psychology, 42(6), 1394 – 1414