Michael Houston

Professor Emeritus


  • Ph.D.
    Marketing Univ. of Illinois
  • BS
    Commerce Univ. of Illinois
  • MS
    Marketing Univ. of Illinois


  • Branding
  • Consumer Behavior
  • Global marketing and branding
  • Cultural effects in marketing


Michael J. Houston most recently served as the Ecolab-Pierson M. Grieve Chair in International Marketing and Associate Dean of Global Initiatives at the Carlson School of Management. In that capacity he oversaw the Carlson Global Institute. He also served as Academic Director, Center for International Business Education and Research. He previously served as Interim Dean, Associate Dean of Faculty and Research, and Chair, Department of Marketing.  He was the founding academic director of the Carlson Brand Enterprise, a consultancy that partners top MBA students with insightful faculty on real-world brand projects. He holds a Ph.D. in Marketing from the University of Illinois, and has been a member of the faculty at the Carlson School since 1986.  Teaching with both the MBA and Ph.D. programs has allowed Houston to share his marketing knowledge in Carlson School programs around the world, including Vienna, Warsaw, and Singapore.  His research specializes in global branding and cultural differences in consumer behavior.   He has served on the editorial boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, and the Asian Journal of Marketing.  His publications appear in several of those journals. He is also a past editor of the Journal of Marketing Research.  Professor Houston is a 2012 recipient of the University of Minnesota Global Engagement Award.

Selected Works & Activities

  • Journal Articles
    "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims," Susan E. Heckler, Kevin Lane Keller, Michael J. Houston, and Jill Avery, Journal of Marketing Communications (Ap
  • Journal Articles
    "Field Dependency and Brand Cognitive Structures," Sharon Ng and Michael J. Houston, Journal of Marketing Research (April 2009).
  • Journal Articles
    "On the Malleable Nature of Product Meaning in China," Giana M. Eckhardt and Michael J. Houston, Journal of Consumer Behavior (December 2008).
  • Book Chapters
    "On the Distinction Between Cultural and Cross-Cultural Psychological Approaches and Its Significance for Consumer Research," Giana M. Eckhardt and Michael J. Houston. In Review of Marketing Research, Vol. 3, N. Malhotra (ed.), (Armonk, NY: M.E. Sharpe),
  • Journal Articles
    "Fading Optimism in Products: Temporal Changes in Expectations about Performance," Ashwani Monga and Michael J. Houston, Journal of Marketing Research (November 2006).
  • Journal Articles
    "Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Association," Sharon Ng and Michael J. Houston, Journal of Consumer Research (March 2006).
  • Journal Articles
    "Beyond the Bamboo Curtain: Initial Results of a Large-Scale Asian Consumer Behavior Study," Yi Hwai Lee, Swee Hoon Ang, Ah Keng Kau, and Michael J. Houston, Asian Journal of Marketing (2003).
  • Journal Articles
    "Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China," Giana M. Eckhardt and Michael J. Houston, Journal of International Marketing (2002).
  • Journal Articles
    "The Effects of Brand Name Suggestiveness on Advertising Recall," Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, Journal of Marketing (January 1998).

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