Roger Blackwell
Roger Blackwell is an acclaimed American marketing professor, author, consultant, and public speaker, renowned for pioneering work in consumer behavior and strategic branding.[1][2]
Early Life and Education
Roger D.
Blackwell earned his B.S. and M.S. degrees from the University of Missouri before pursuing doctoral studies. Offered fellowships at Wharton, Harvard, and Northwestern, he selected Northwestern University in Evanston, Illinois, where he obtained his Ph.D. His interdisciplinary program encompassed economics, marketing, psychology, business history, and quantitative methods, laying the groundwork for his contributions to consumer behavior-now known as behavioral economics.[3][5]
He later received an honorary doctorate from the Cincinnati College of Mortuary Science, reflecting his diverse academic interests, including a course on thanatology based on his dissertation.[5]
Academic Career
Blackwell launched a distinguished 40-year tenure at The Ohio State University (OSU) upon completing his doctorate at Northwestern.
There, he taught over 65,000 students in courses spanning marketing research, quantitative methods, marketing management, business policy, strategy, retailing, advertising, international marketing, and e-commerce.[3][6]
With Professors James Engel and David Kollat, he co-developed a seminal Ph.D.
seminar on consumer behavior. Blackwell pioneered business courses in Black Studies, driven by cross-cultural methodology and civil rights advocacy. He held a joint appointment in OSU's College of Medicine and Fisher College of Business, focusing on health care marketing.[3]
Contributions to Consumer Behavior
Blackwell is a founding figure in consumer behavior studies.
He co-authored the landmark textbook Consumer Behavior (10th edition), translated into multiple languages and used globally in business schools.[1][4] His influential model of the consumer decision-making process remains a cornerstone in marketing education.[1][2]
+----------------+ +----------------+ +----------------+
| External |<----| Problem |---->| Alternative |
| Stimuli | | Recognition | | Evaluation |
+----------------+ +----------------+ +----------------+
^ | |
| v v
+----------------+ +----------------+ +----------------+
| Internal |---->| Information |<----| Purchase |
| Needs | | Search | | Decision |
+----------------+ +----------------+ +----------------+
|
v
+----------------+
| Post-Purchase|
| Behavior |
+----------------+
Adapted from Blackwell's model; arrows indicate flow in decision process.[1]
Books and Publications
With over 25-40 books to his name, Blackwell has shaped marketing thought.
Notable works explore branding, supply chains, e-commerce, and global strategies.[1][2][7]
| Title | Key Theme | Publication Notes |
|---|---|---|
| Consumer Behavior (10th ed., co-author) | Consumer decision-making | Global textbook in multiple languages[1][4] |
| Brands That Rock | Rock 'n' roll and branding (e.g., Victoria's Secret) | 2003, John Wiley & Sons[1][4] |
| From Mind to Market | Supply chains to demand chains | Pioneering digital integration[1][4] |
| Customers Rule! | E-commerce strategies | 1 Amazon business book (2001)[4][7] |
| From the Edge of the World | Global marketing | International strategies[1][6] |
Corporate Roles and Consulting
Post-retirement from OSU, Blackwell founded Blackwell Business Advisors, aiding small and mid-sized firms in profitability and growth.
He consults for professional services, including Columbus law firm Cooper & Elliott.[3]
His board service includes Abercrombie & Fitch, Max & Erma's Restaurants, Worthington Foods, Victoria's Secret, AirNet Systems, CompuServe, and others. At Worthington Foods in 1999, he navigated merger discussions with Kellogg amid stock volatility.[1][4]
- Prominent retail: Abercrombie & Fitch, Victoria's Secret, Paul Harris Stores
- Food/hospitality: Max & Erma's, Worthington Foods, Cheryl & Co.
- Tech/finance: CompuServe, CheckFree, Diamond Hill Investments
Speaking and Legacy
Dubbed one of America's top business speakers by The New York Times, Blackwell has lectured on six continents, featured in BusinessWeek, Forbes, USA Today, and TV like CBS This Morning.[4][5] His principles amassed wealth donated to OSU, naming The Blackwell Inn in his honor.[6]
"Blackwell teaches complex subjects simply, with market-tested methods for business success."-Adapted from speaker bios[6]
Today, he continues influencing through consulting, emphasizing customer delight and demand-driven strategies.
His blend of academia, practice, and storytelling-like rock branding analogies-keeps his work timelessly engaging.