Marian Chapman Moore

Professor Emeritus of Business Administration


FOB 291 B

Academic Area

Areas of Expertise

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

Education: B.A., College of William and Mary; M.S., Virginia Commonwealth University; Ph.D., University of California at Los Angeles

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

At Darden, Moore taught "Managing Consumer Brands" and "Hot Topics in Marketing" in Darden's elective program for full-time students. She has also taught First Year "Marketing," "Marketing Intelligence" and "Marketing Management" in the full-time program and "Marketing Management" in Darden's Executive MBA program. She served 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 marshal at UVA's closing ceremonies. In 2007, Professor Moore received the Wachovia Award for Excellence in Teaching Materials.

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 MarketingMarketing 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 Fontainebleau, France.

Selected Publications

"Adolescents' Responses to Anti-Tobacco Advertising: Exploring the Role of Adolescents' Smoking Status and Advertisement Theme," with Erin L. Sutfin and Lisa R. Szykman. Journal of Health Communications, Vol. 13, No. 5, July 2008.

"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, Vol. 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).


Case Studies

Advancing knowledge through research that shapes business, Darden professors are recognized thought leaders in their fields. They are not only master case method teachers, they also author many of the cases used in Darden classrooms and around the world.

Marian Chapman Moore's cases are available in the Darden Business Publishing website.