Wyer, Robert S.

BEE (Rensselaer Polytechnic Institute); MEE (New York); PhD (University of Colorado)

Visiting Professor


Department of Marketing

Room 1104, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 7806



Prof. Robert Wyer received a bachelor’s degree in electrical engineering from Rensselaer Polytechnic and a master’s in engineering from New York University before changing his field to social psychology, receiving his PhD from the University of Colorado in 1962. He held positions in psychology at the University of Iowa, the University of Illinois at Chicago Circle and the University of Illinois at Urbana-Champaign, where retired in 1995. Since 1998, he has held visiting positions in marketing at the Hong Kong University of Science and Technology and The Chinese University of Hong Kong (CUHK).

His research is based on an information-processing conceptualisation of judgment and behaviour. It cuts across numerous areas including knowledge accessibility, the interplay of declarative and procedural knowledge, communication and persuasion, impression formation, affect and cognition, and numerous areas of consumer judgment and behaviour. He is the author or co-author of four books, and the editor of several others including the Handbook of Social Cognition, the Advances in Social Cognition Series and Understanding Culture: Theory, Research and Application (with Chi-yue Chiu and Ying-yi Hong). He has published over 250 journal articles and book chapters and was cited as having published the greatest number of articles in the Journal of Personality and Social Psychology in the first 30 years of its inception.

Prof. Wyer is a former editor of the Journal of Experimental Social Psychology and the Journal of Consumer Psychology, and has served on the editorial boards of numerous journals. He is a recipient of the Alexander von Humboldt Special Research Prize for Distinguished Scientists (1981), the Thomas M. Ostrom Award for Distinguished Contributions to Person Memory and Social Cognition (1998) and Distinguished Scientific Contribution Awards from the Society of Experimental Social Psychology (2008) and the Society for Consumer Psychology (2011).

Research Interest

Judgment and Behaviour

  • Grants
    • “Whether you like it depends on how you process it: Effects of procedures on consumer judgments”, General Research Fund awarded by Research Grants Council, 2010-2012