Search Results

Looking for an SFU resource?

Some of our resources live on the main SFU website. Please follow the link below to search on

Simon Fraser University Logo




Graduate Programs

Undergraduate Programs


Judith Lynne Zaichkowsky

Professor, Marketing

Distinguished SFU Professor


Room: SGL 3765

Phone: 778.782.8591


Curriculum Vitae: View


B.H.Ec. (British Columbia), M.Sc. (Guelph), Ph.D. (UCLA)


Judy Zaichkowsky is University Professor of Marketing in the Beedie School of Business at Simon Fraser University. Her knowledge and expertise on the role of involvement in consumer research has had a major impact on the field of marketing with almost 7000 citations to date: Zaichkowsky, Judith Lynne (1985), "Measuring the Involvement Construct," Journal of Consumer Research, 12(December), 341-352. This 1985 Journal of Consumer Research paper on the involvement construct has been translated and reprinted in many languages and in journals across the globe and is also recognized as one of the most influential articles in the field of advertising: cited in ìPeer Evaluation and Readership of Influential Contributions to the Advertising Literatureî, Fred Beard, Journal of Advertising, Winter 2002, pp. 65-76. In 2013 Dr Zaichkowsky was the Recipient of the 2013 C.W. Park award for outstanding contribution to Consumer Psychology: Reimann, M., J.L Zaichkowsky, C. Neuhaus, T. Bender and B. Weber (2010), ìAesthetic package design: A Behavioral, Neural, and Psychological Investigationî, Journal of Consumer Psychology. 20(4), 431-441. This paper focused on how unknown brands can beat well known brands at a higher price with aesthetic packaging. Other recognition in her field includes being a featured Researcher in the American Academy of Advertising, Newsletter, June 2007. In 2003, Dr. Zaichkowsky received a Centenary Award and most Notable Alumni (2017) from the University of Guelph for her contributions to Consumer Research. Dr. Zaichkowsky's research interests have evolved since then and currently include issues relating to neuro consumer decision making, design , counterfeiting, brand imitation, trademark infringement, and gift giving. She has authored a ten year study on the effect of women on Boards of directors, and she herself served for five years on SFUís Board Of Governors. Dr. Zaichkowsky has also written five editions of the leading Consumer Behaviour textbook in Canada. She is the author of The Psychology Behind Trademark Infringement and Counterfeiting (2006). Further, many of the issues she addresses in her research are extremely important in today's marketplace and it is for this reason that she has been asked to serve as an expert witness and advisor to corporations and organizations. In addition to her own research success, Dr. Zaichkowsky, brings a perspective that has been shaped by a wealth of experience that includes serving as a MBA program director, teaching and researching in a variety of countries, and serving on the review boards to many of the best journals in marketing. She is currently teaching Brand Management, and Consumer Behaviour.

Research Interests

Questionnaire Design, Measuring Abstract Constructs, Trademark Infringement, Brand Imitation, Consumer Behaviour, Counterfeiting, brand management, women on Boards

Selected Publications

articles and reports

Klaus, P., & Zaichkowsky, J. L. (2021). The convenience of shopping via voice AI: Introducing AIDM. Journal of Retailing and Consumer Services.

Zaichkowsky, J. L. L., Chandon, J. L., & Agrebi, M. (2021). Customer Satisfaction and Loyalty with Corporate Multi-Brand Web Sites in an Era of Social Media and Misinformation. International Journal of Internet Marketing and Advertising.

Klaus, P., & Zaichkowsky, J. (2020). AI voice bots: a services marketing research agenda. Journal of Services Marketing, 34(3), 389-398.

Zaichkowsky, J. L. (2015). Review and reply to: "Why you must use my C-OAR-SE method". Australasian Marketing Journal, 23(3), 261-262.

Thomsen, T. U., & Zaichkowsky, J. L. (2015). Gifting from the closet: thoughtful or thoughtless? Journal of Consumer Marketing, 32(6), 450-458.

Tang, F., Tian, V. I., & Zaichkowsky, J. (2014). Understanding counterfeit consumption. Asia Pacific Journal of Marketing and Logistics, 26(1), 4-20.

Naja, M., Zaichkowsky, J. L., Dykstra, A., & Bree, J. (2014). Investigation of the Use of Scent in a Medical Service Environment. Journal of Marketing Development and Competitiveness, 8(1), 21-41.

Zaichkowsky, J. L. (2014). Women in the board room: One can make a difference. International Journal of Business Governance and Ethics, 9(1), 91-113.

Reimann, M., Castaño, R., Zaichkowsky, J., & Bechara, A. (2012). Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice. Marketing Letters, 23(3), 745-759.

Zaichkowsky, J. L. (2012, March). The challenge of consumer education to combat counterfeit drug consumption. Holography Times.

Naja, M., Bree, J., & Zaichkowsky, J. L. (2012). The use of ambient scent to improve children's hospital experience. Journal of Marketing Trends, 1(8-9), 77-84.

Kristensen, T., Gabrielsen, G., & Zaichkowsky, J. L. (2012). How valuable is a well-crafted design and name brand?: Recognition and willingness to pay. Journal of Consumer Behaviour, 11(1), 44-55.

Reimann, M., Castaño, R., Zaichkowsky, J., & Bechara, A. (2012). How we relate to brands: Psychological and neurophysiological insights into consumer-brand relationships. Journal of Consumer Psychology, 22(1), 128-142.

Reimann, M., Schilke, O., Weber, B., Neuhaus, C., & Zaichkowsky, J. (2011). Functional magnetic resonance imaging in consumer research: A review and application. Psychology and Marketing, 28(6), 608-637.

Kristensen, T., Gabrielsen, G., & Zaichkowsky, J. L. (2011). It's all in the details: Understanding design and preference. Journal of Consumer Marketing.

Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441.

Zaichkowsky, J. L., Parlee, M., & Hill, J. (2010). Managing industrial brand equity: Developing tangible benefits for intangible assets. Industrial Marketing Management, 39(5), 776-783.

Wood, R., & Zaichkowsky, J. L. (2010). Attitudes and trading behavior of stock market investors: A segmentation approach. Journal of Behavioral Finance, 5(3), 170-179.

Hansen, T., Wilke, R., & Zaichkowsky, J. (2010). Managing consumer complaints: differences and similarities among heterogeneous retailers. International Journal of Retail & Distribution Management, 38(1), 6-23.

Gabrielsen, G., Kristensen, T., & Zaichkowsky, J. L. (2010). Whose design is it anyway? International Journal of Market Research, 52(1), 89-99.

Zaichkowsky, J. L. (2010). Strategies for distinctive brands. Journal of Brand Management, 17(8), 548-560.

Chuu, S. L., Chang, J. C., & Zaichkowsky, J. L. (2009). Exploring art film audiences: A marketing analysis. Journal of Promotion Management, 15(1-2), 212-228.

Hansen, T., Wilke, R., & Zaichkowsky, J. L. (2009). How retailers handle complaint management. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 1-20.

Johns, C. L., & Zaichkowsky, J. L. (2003). Bidding Behavior at the Auction. Psychology and Marketing, 20(4), 303-322.

Nia, A., & Lynne Zaichkowsky, J. (2000). Do counterfeits devalue the ownership of luxury brands? Journal of Product and Brand Management, 9(7), 485-497.

Collins-Dodd, C., & Zaichkowsky, J. L. (1999). National brand responses to brand imitation: Retailers versus other manufacturers. Journal of Product and Brand Management, 8(2), 96-105.

Polegato, R., & Zaichkowsky, J. L. (1999). Food shopping profiles of career-oriented, income-oriented, and at-home wives. Journal of Consumer Affairs, 33(1), 110-133.

Zaichkowsky, J. L., & Simpson, R. N. (1996). The effect of experience with a brand imitator on the original brand. Marketing Letters, 7(1), 31-39.

Hawrysh, B. M., & Zaichkowsky, J. L. (1990). Cultural Approaches to Negotiations: Understanding the Japanese. International Marketing Review, 7(2).

books chapters and monographs

Wilcox, K., & Zaichkowsky, J. L. (2020). The evolution of counterfeit luxury consumption. Research Handbook on Luxury Branding (pp. 265-281). Edward Elgar Publishing (UK).

Zaichkowsky, J. L. (2019). Ode to CW, a Lifelong Intellectual Contributory. In Sheth, J. N. (Ed.), Legends in Consumer Behavior: C Whan Park (pp. 664). Sage Publications India Pvt. Ltd.

Zaichkowsky, J. L. (2012). Consumer involvement: Review, update and links to decision neuroscience. In Foxall, G., & Wells, V. (Eds.), Handbook of Developments in Consumer Behaviour (pp. 523-546). Edward Elgar Publishing (UK).

Crader, S., & Zaichkowsky, J. L. (2012). The art of marketing. In Lowrey, T. M. (Ed.), Brick and Mortar Shopping in the 21st Century (pp. 84-106). Lawrence Erlbaum.

Zaichkowsky, J. L. (2010). Consumer involvement. In Sheth, J., & Malhotra, N. (Eds.), Wiley International Encyclopedia of Marketing. Part 3 Consumer Behavior. John Wiley & Sons Ltd.

Zaichkowsky, J. L. (2006). The psychology behind trademark infringement and counterfeiting. Lawrence Erlbaum.

Kristensen, T., Gabrielsen, G., Wilke, R., & Zaichkowsky, J. L. (2003). Plagiarized design: Understanding consumer acceptance. In Turley, D., & Brown, S. (Eds.), European Advances in Consumer Research, Vol. 6 (pp. 42-47). Association for Consumer Research.

Related Teaching Material

Solomon, M. R., Zaichkowsky, J. L., & Polegato, R. (2010). Consumer behaviour: A Canadian perspective (5th Edition). Pearson Education Canada.

Solomon, M. R., Zaichkowsky, J. L., & Polegato, R. (2007). Consumer behavior: A Canadian perspective (4th Edition). Pearson Education Canada.

Solomon, M. R., Zaichkowsky, J. L., & Polegato, R. (2004). Consumer behavior: A Canadian perspective (3rd Edition). Pearson Education Canada.

Solomon, M. R., Zaichkowsky, J. L., & Polegato, R. (2001). Consumer behavior: A Canadian perspective (2nd Edition). Pearson Education Canada.

Solomon, M. R., Zaichkowsky, J. L., & Polegato, R. (1999). Consumer behavior: A Canadian perspective (1st Edition). Pearson Education Canada.