Cal Poly

Orfalea College of Business

T.J. Weber

T.J. Weber

Office 03-423
Phone 805-756-5793

Associate Professor of Marketing

T.J. Weber

Dr. T.J. Weber is an associate professor of Marketing in the Orfalea College of Business. T.J. earned a B.S. in Marketing at the Cisler College of Business at Northern Michigan University, an M.B.A. from Marquette University, and a Ph.D. in Marketing from the Carson College of Business at Washington State University. T.J.’s research focuses on understanding social problems and developing solutions via pro-social marketing interventions on social media and has been covered widely in the popular press, including in the New York TimesWashington PostN.P.R., and the L.A. Times. T.J. serves on the editorial review boards of the Journal of Public Policy and Marketing and the Journal of Environmental Psychology.

T.J. has been recognized for his teaching and research, receiving the Carson College of Business Outstanding Graduate Student Research Award, the Harold and Muriel Berkman Academy of Marketing Science Award, the Navy and Marine Corps ROTC Honored Professor Award, and was the Orfalea College of Business’s 2018-2019 and 2019-2020 Outstanding Faculty in Marketing.


  • B.S., Marketing, Cisler College of Business, Northern Michigan University
  • M.B.A., Marquette University
  • Ph.D., Carson College of Business, Washington State University


  • Behavioral Research Methods
  • Data Visualization
  • Public Policy and Marketing
  • Sustainability and Business Ethics
  • Consumer Behavior


Weber, T. J., Jeff Joireman, David E. Sprott, and Chris Hydock (2023). “Differential Response to Corporate Political Advocacy and Corporate Social Responsibility: Implications for Political Polarization and Radicalization.” Journal of Public Policy & Marketing 42, (1): 74-93.

Weber, T. J.*, Chris Hydock* [*share first authorship], William Ding, Meryl Gardner, Pradeep Jacob, Naomi Mandel, David E. Sprott, and Eric Van Steenburg. “Political Polarization: Challenges, Opportunities, and Hope for Consumer Welfare, Marketers, and Public Policy.” Journal of Public Policy & Marketing 40, (2): 184-205.

Weber, T.J., Darrel D. Muehling, and Ioannis Kareklas [shared first authorship] (2021). “How Unsponsored, Online User-Generated Content Impacts Consumer Attitudes and Intentions Toward Vaccinations.” Journal of Marketing Communications: 27 (4), 389-414

Karabas, Ismail, Ioannis Kareklas, T. J. Weber, and Darrel D. Muehling (2021). “The Impact of Review Valence and Awareness of Deceptive Practices on Consumers’ Responses to Online Product Ratings and Reviews.” Journal of Marketing Communications: 27 (7), 685-715

Rotman, Jeffrey, T.J. Weber, and Andrew Perkins [shared first authorship] (2020). “Addressing Global Warming Skepticism: The Efficacy of Process-Based Explanations on Changing Belief in Global Warming.” Public Opinion: Quarterly, 84 (1), 74-103.

Hickman, L. Emily, Jane Cote, Debra Saunders, and T.J. Weber (2019). “The Influence of Client Corporate Social Responsibility Performance Information on Auditor Judgments.” Forthcoming in Accounting and the Public Interest: 20 (1), 1-27

Hydock, Chris, Neeru Paharia, and T.J. Weber (2019). “The Consumer Response to Corporate Political Advocacy: A Review and Future Directions.” Customer Needs and Solutions: 1-8.

Ioannis Kareklas, Darrel Muehling, and T.J. Weber [shared first authorship] (2015), “Reexamining Health Messages in the Digital Age: A Fresh Look at Source Credibility Effects,” Journal of Advertising, 44 (2), 88-104.

Weber, T.J. and Gene R. Laczniak (2015), “Negative Political Advertisements: Some Lessons from the Literature with an Ethical Commentary”. In M. Duffy and E. Thorson (Eds.), Persuasion Ethics. Armrock, New York: M.E. Sharpe, 115-34.


  • The New York Times, February 14, 2015, “What Your Online Comments Say about You,” by Anna North.
  • The Washington Post, February 5, 2015, “When It Comes to Vaccination, People Trust Online Commenters As Much As Doctors,” by Caitlin Dewey.
  • Los Angeles Times, February 4, 2015, “On the Internet, Anyone Can Speak Persuasively about Vaccines,” by Karen Kaplan.

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