Faculty & Research

Marian Chapman Moore

Marian Chapman Moore, Emeritus Professor of Business Administration

  • BA, College of William and Mary; MS, Virginia Commonwealth University; PhD, University of California at Los Angeles
Office: FOB 291B
Phone: +1-434-924-4827
E-mail: marianmoore@virginia.edu

More Information


Emeritus Professor of Business Administration Marian Chapman Moore joined the Darden faculty in 2001. She was the founding associate dean of Darden’s MBA for Executives program, which graduated its first class in 2008.                                           

At Darden, Moore teaches "Managing Consumer Brands" and "Hot Topics in Marketing" in Darden’s elective program for full-time students. She has also taught First Year "Marketing" and "Marketing Intelligence" and "Marketing Management" in the full-time program and "Marketing Management" in Darden's MBA for Executives program. She serves as a faculty member in several of Darden’s Executive Education programs: The Executive Program, the Strategic Marketing Program and in a variety of "Design Thinking" programs for custom clients. For three years, Moore was a member of the University of Virginia’s Faculty Senate, serving on the Academic Affairs Committee. In 2008, Moore was selected to serve as a faculty marshall at UVA's closing ceremonies. In 2007, Professor Moore received the Wachovia Award for Excellence in Teaching Materals.

Moore’s research focuses on consumers’ emotional responses to advertising and marketing managers’ strategic decision-making processes. She has published over 30 articles in peer-reviewed journals including the Journal of Marketing, Marketing Science, the Journal of Consumer Research, and the Journal of Public Policy and Marketing. She has provided expert commentary for Kirkland and Ellis, LLP; Smith Moore Leatherwood, LLP; Mayer Brown, LLP; Jones Day, LLP, and other law firms in cases involving competitive activity, brand meaning, brand infringement and so forth. She is a member of the Board of the Murray 1693 Scholars Program at the College of William and Mary, her undergraduate alma mater.

Moore is also an emeritus faculty member of Duke University’s Fuqua School of Business, where she served as associate dean for Executive MBA Programs, marketing area coordinator and as a member of the Curriculum Redesign Team. She received the Bank of America Outstanding Faculty Member award, as well as teaching awards from the full-time MBA students, the evening MBA students and the weekend MBA students. She was a member of Duke University’s academic senate and served on its executive committee for three years. Moore has also taught at INSEAD in Fontainbleau, France.

Selected Publications

“Reasoning About Competitors: Evidence from Executives,” (with David Montgomery and Joel E. Urbany), Marketing Science, Winter, 2005.

"Fishing for Feelings? Hooking Viewers Helps,”  (with Jennifer Edson Escalas and Julie A. Edell), Journal of Consumer Psychology, 2003.

“Only the Illusion of Possible Collusion? Cheap Talk and Similar Goals:  Some Experimental Evidence,” (with Ruskin M. Morgan and Michael J. Moore),  Journal of Public Policy and Marketing, Spring, 2001.

"Blinders, Fuzzy Lenses, and the Wrong Shoes:  Potential Pitfalls in Competitive Conjecture, “ (with Joel E. Urbany), Marketing Letters, v. 5, 1994.

"Signals and Choices in a Competitive Interaction: The Role of  Moves and Messages," Management Science, April, 1992.

"The Impact of Feelings on Ad‑Based Affect and Cognition," (with Julie A. Edell), Journal of Marketing Research, February, 1989.

“The Power of Feelings in Understanding Advertising Effects," (with Julie A. Edell), Journal of Consumer Research, December, 1987.

"Strategic Choice and Marketing Managers:  An Examination of Business Level Marketing Objectives," Journal of Marketing Research, November, 1984.


Consumers' Emotional Reactions to Advertising 
Competitive Strategy 
Marketing Strategy
Brand Strategy

MBA Courses

Hot Topics in Marketing
Managing Consumer Brands
Marketing Management (First Year Marketing)
Marketing Intelligence

Executive Education Courses

The Executive Program, Strategic Leadership at the Top
Strategic Marketing Management
Design Thinking

Selected Teaching Materials

“Zyrtec: Responding to Allegra,” 2013

“Altamar Brands and Absinthe: Feeding the Green Fairy,”  2013

“Wheaties: Reinvigorating an Iconic Brand,” (A), (B), (C), 2012

 “The 3-Circles Project: Conversations with a Customer and a Colleague about the Company and the Competition,” , Guided Exercise, 2011

 “Brooke Correll and Clos Du Val: Adventures in Napa Valley.”  [(A), (B), (C); (A) & (B) Condensed, 2010]

“Positioning:  The Essence of Marketing Strategy,” Technical Note, 2009.

“Linking Products and Consumers: Uncovering Value Using Consumer Benefit Ladders,” 2008.

 “Kalashnikov:  What’s In A Name?” (A) and (B) , 2007.