William Havlena, PhD

Headshot of Bill Havlena

Selected Works


Holak, Susan L., Matveev, Alexei V., and Havlena, William, Nostalgia in Post-Socialist Russia: Exploring Applications to Advertising Strategy. Journal of Business Research 61 (Feb 2008): 172-178.

Graham, Jeffrey, and Havlena, William, Finding the. Journal of Advertising Research 47 (Dec 2007): 427-435.

Havlena, William, Cardarelli, Robert, and De Montigny, Michelle, Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising. Journal of Advertising Research 47 (Sep 2007): 215-221.

Havlena, William, The Complementary Role of TV and Online Advertising. Admap 465 (Oct 2005): 47-49.

Holak, Susan L., and Havlena, William, Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia. Journal of Business Research 42 (Jul 1998): 217-226.

Havlena, William, and DeSarbo, Wayne S., On the Measurement of Perceived Consumer Risk. Decision Sciences 22 (Sep 1991): 927-939.

Havlena, William, Holbrook, Morris B., and Lehmann, Donald, Assessing the Validity of Emotional Typologies. Psychology and Marketing 6 (Summer 1989): 97-112.

Holbrook, Morris B., and Havlena, William, Assessing the real-to-artificial generalizability of multiattribute attitude models in tests of new product designs. Journal of Marketing Research 25 (Feb 1988): 25-35.

DeSarbo, Wayne S., Lehmann, Donald, Holbrook, Morris B., Havlena, William, and Gupta, Sunil, A Stochastic Three-Way Unfolding Model for Asymmetric Binary Data. Applied Psychological Measurement 11 (Dec 1987): 397-418.

Havlena, William, and Holbrook, Morris B., The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior. Journal of Consumer Research 13 (Dec 1986): 394-404.

Holak, Susan L., Kennedy, Pamela K., and Havlena, William, Analyzing Opera Attendance: The Relative Impact of Managerial Versus Environmental Variables. Empirical Studies of the Arts 4 (Jul 1986): 175-188.

Holbrook, Morris B., Moore, William L., Dodgen, Gary N., and Havlena, William, Nonisomorphism, Shadow Features, and Imputed Preferences. Marketing Science 4 (Aug 1985): 215-233.

Presented Research

Havlena, William, What Works? New Trends and the Latest Learnings in CrossMedia Advertising Effectiveness, Advertising Measurement 4.0: New York, NY, (Jun 2009):


Havlena, William, Kalluf, Alexandre, and Cardarelli, Robert, Building Cross-Media Norms: Optimising Communication Channels Against Marketing Objectives, WM3 ESOMAR World Research Conference Jun 2008. ESOMAR (Jun 2008):

Havlena, William, De Montigny, Michelle, Cardarelli, Robert, and Eadie, Wayne, Measuring Magazine Advertising Effectiveness and Synergies, Worldwide Readership Research Symposium Oct 2007. (Oct 2007):

Holak, Susan L., Havlena, William, and Matveev, Alexei V., Exploring Nostalgia in Russia: Testing the Index of Nostalgia-Proneness, European Advances in Consumer Research Jun 2005. Association for Consumer Research (Jun 2005):

Havlena, William, and Holak, Susan L., “The Good Old Days”: Observations on Nostalgia and Its Role in Consumer Behavior, Advances in Consumer Research Oct 1991. Association for Consumer Research (Oct 1991):


BA Statistics - Columbia College New York, NY US 1975
MBA Marketing - Columbia Business School New York, NY US 1984
PhD Marketing - Columbia Business School New York, NY US 1986

Professional Experience

Academic-Southern Methodist University Assistant Professor of Marketing Dallas TX Sep 1984 - Aug 1989
Academic-Rutgers University Associate Professor of Marketing Newark NJ Sep 1989 - Aug 1992
Academic-Fordham University Associate Professor of Marketing New York NY Sep 1992 - Aug 1996
Academic-New Jersey Institute of Technology Associate Professor of Marketing Newark NJ Sep 1996 - Aug 2003
Corporate-Kantar Senior Vice President New York NY Oct 2003 - Apr 2019