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Blair Kidwell is an Professor of Marketing and Director of the G. Brint Ryan College of Business behavioral lab at the University of North Texas. He received his Ph.D. in marketing from Virginia Tech in May 2004 and holds a B.S. in psychology from Boise State University. Previously, he was a faculty member at The Ohio State University and the University of Kentucky. Dr. Kidwell's research focuses on the area of consumer decision making, with an emphasis on emotion and emotional intelligence, knowledge calibration, dual-processing models, political ideology, perceptions of control, and the role of emotion ability in marketing exchanges. He has explored these and other topics in the substantive domains of food, health and financial decisions, and consumer sustainability. Dr. Kidwell's research has appeared in the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Psychology, and the Journal of Applied Social Psychology, among others.


Academic Interests: 

Consumer Decision Making - Affect, Emotional Ability, Knowledge Calibration, Political Ideology and Dual Processing Models


Selected Publications:

Kidwell, Blair, Jonathan Hasford, Broderick Turner, David M. Hardesty and Alex Zablah, “Emotional Calibration and Salesperson Performance.” Conditionally accepted at the Journal of Marketing.

Farmer, Adam, Blair Kidwell, and David M. Hardesty (forthcoming), “The politics of choice: political ideology and intolerance of ambiguity.” Journal of Consumer Psychology.

Farmer, Adam, Blair Kidwell, and David M. Hardesty (2020), “Helping a Few a Lot or Many a Little: Political Ideology and Charitable Giving,” Journal of Consumer Psychology, 30 (4), 614-630.

Kidwell, Blair, Virginie Lopez Kidwell, Christopher Blocker and Erick Mas (2020), “Birds of a feather feel together: Emotional ability similarity in consumer interactions.” Journal of Consumer Research, 47 (2), 215–36.

Hasford, Jonathan, Blair Kidwell, and David M. Hardesty (2018) “Emotional ability and associative learning: How experiencing and reasoning about emotions impacts evaluative conditioning.” Journal of Consumer Research, 45, (December), 743-60.

Hasford, Jonathan, Blair Kidwell and Virginie Lopez Kidwell (2018) “Happy wife, happy life: Food choices in romantic relationships,” Journal of Consumer Research, 44 (April), 1238-56.

Hasford, Jonathan, David M. Hardesty, and Blair Kidwell (2015) “More than a feeling: Emotional contagion effects in persuasive communication,” Journal of Marketing Research, 52 (December), 836-47.

Kidwell, Blair, Jonathan Hasford, and David M. Hardesty (2015) “Emotional ability training and mindful eating,” Journal of Marketing Research, 52 (February), 105-19.

Kidwell, Blair, Robert A. Farmer, and David M. Hardesty (2013) “Getting liberals and conservatives to go green: Political ideology and congruent appeals,” Journal of Consumer Research, 40 (August), 350-67.  

Kidwell, Blair, David M. Hardesty, Brian R. Murtha, & Shibin Sheng (2011) “Emotional intelligence in marketing exchanges,” Journal of Marketing, 75 (January), 78-95.

Kidwell, Blair, David M. Hardesty, and Terry L. Childers (2008) “Emotional calibration effects on consumer choice,” Journal of Consumer Research, 35 (December), 611-21.

Kidwell, Blair, David M. Hardesty, and Terry L. Childers (2008) “Consumer emotional intelligence: Conceptualization, measurement, and the prediction of consumer decision making,” Journal of Consumer Research, 35 (June), 154-66.

Moorman, Christine, Kristin Diehl, David Brinberg, and Blair Kidwell (2004), “Subjective knowledge, search locations, and consumer choice,” Journal of Consumer Research, 30 (December), 624-36.

Kidwell, Blair, and Robert D. Jewell (2003), “The moderated influence of internal control: An examination across health related behaviors,” Journal of Consumer Psychology, 13 (4), 377-86. * JCP Young Contributor Award - Runner up