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Scott Koslow

Photo of Scott Koslow
  • Title: Professor
  • Position: Professor - Department of Marketing and Management
  • Qualifications: BA (University of Michigan), MBA (University of Michigan), PhD (University of Southern California)

Contact Details

Areas of Expertise

  • Advertising, especially creativity, integration, strategy and effectiveness
  • Consumer behaviour
  • Marketing research methods
  • Cross cultural issues/international marketing
  • Marketing strategy
  • Brand management


Professor Scott Koslow researches advertising creativity and strategy, and also consumer behaviour and marketing research methods. His research has appeared in premier marketing journals like the Journal of the Academy of Marketing Science (JAMS), Journal of Advertising (JA), Journal of Advertising Research (JAR) and the Journal of Consumer Research (JCR). He serves on the review boards of JAMS and JAR, and has served as special issue editor of JA. Twice he has won JAMS' Best Reviewer Award under two different editors. He has also been the winner, runner up, and nominated for JA's Best Article Award for three different articles.

Scott received his PhD from the University of Southern California and he has taught at the University of Texas, the University of Michigan and most recently at the University of Waikato, New Zealand's number one ranked business school based on PBRF rankings (NZ's version of ERA). He has also been an academic visitor at Imperial College London, New York University, Baruch College of the City University of New York, and Wayne State University in Detroit, Michigan.

Scott also has consulted widely for firms like Toyota, General Motors, Neilsen, K-Mart, and major organisations in the electricity supply industry and food marketing area. Scott has also worked with most of the major advertising agencies brands like: BBDO, BBH, Bates, Bozell, Campbell-Ewald, Carlson, D'Arcy, DDB, DLKW, Doner, Euro RSCG, FCB, Gotham, Grey, Interone, JWT, Leo Burnett, Lowe, M&C Saatchi, McCann, Meridian, Mother, Ogilvy & Mather, Publicis, Saatchi & Saatchi, Wieden+Kennedy, Whybin TBWA, Y&R and others.


journal toggle icon open Refereed Journal Articles

  • O'Connor, Huw, Scott Koslow, Mark Kilgour and Sheila L. Sasser (forthcoming), "Structural Drivers of Creativity: When Less is Moreā€¦, or Less," Journal of Advertising Research.
  • O'Connor, Huw, Scott Koslow, Mark Kilgour and Sheila Sasser, (2016), "Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off between Strategy and Originality in Australian and New Zealand Agencies," Journal of Advertising, 45 (1), 147-155.
  • Koslow, Scott (2015), "I Love Creative Advertising: What It Is, When to Call for It, and How to Achieve It," Journal of Advertising Research, 55 (1), March, 5-8. Lead Article
  • Sasser, Sheila L., Mark Kilgour and Scott Koslow (forthcoming), "Breaking through Creativity Barriers: When Is Highly Creative Advertising Really Needed?" Journal of Advertising Research.
  • Koslow, Scott and Gerard J. Tellis (2011), "What Scanner-Panel Data Tell Us about Advertising: A Detective Story with a Dark Twist," Journal of Advertising Research, 50th anniversary special issue.
  • Koslow, Scott and Carolyn C. Costley (2010), "How Consumer Heterogeneity Muddles the International Advertising Debate," International Journal of Advertising, 29 (2), 221-244.
  • Kilgour, Mark and Scott Koslow (2009), "Why and How Do Creative Thinking Techniques Work?: Trading Off Originality and Appropriateness to Make More Creative Advertising," Journal of the Academy of Marketing Science, 37 (3), 298-309.
  • Sheila L. Sasser and Scott Koslow (2008), "Desperately Seeking Advertising Creativity: Engaging an Imaginative 3 P's Research Agenda," Journal of Advertising, 37 (Winter), 5-19. Nominated for Best Article Award.
  • Sasser, Sheila L, Scott Koslow, and Edward A. Riordan (2007) "Creative and Interactive Media Use by Agencies: Exploring the Media Palette of Creative Advertising Campaigns," Journal of Advertising Research, 47 (September), 237-256
  • Koslow, Scott, Sheila L. Sasser and Edward A. Riordan (2006), "Do Marketers Get the Advertising They Need or the Advertising They Deserve? Agency Views of How Clients Impact Creativity," Journal of Advertising, 35, 3 (Fall), 85-104. Runner up for Best Article Award
  • Koslow, Scott, Sheila Sasser and Edward A. Riordan (2003), "What Is Creative to Whom and Why?: Perceptions in Advertising Agencies," Journal of Advertising Research, 43 (March), 96-110.
  • Koslow, Scott (2000), "Can the Truth Hurt?: How Honest and Persuasive Advertising Can Unintentionally Lead to Increased Consumer Skepticism," The Journal of Consumer Affairs, 34 (Winter), 245-268.
  • Koslow, Scott, Prem N Shamdasani, and Ellen E Touchstone (1994), "Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective," Journal of Consumer Research, 20 (March), 575-585.
  • Stewart, David W. and Scott Koslow (1989), "Executional Factors and Advertising Effectiveness: A Replication," Journal of Advertising, 18 (3), 21-32. Winner, Best Article Award.

phd supervision toggle icon open PhD Student Supervision

  • Richard Calderwood (supervisor via University of Waikato)
  • Huw O'Conner (supervisor via University of Waikato)
  • Ahmed Al Shuaili (supervisor via University of Waikato)

Awards and Grants

  • Best Reviewer Award, 2010, Journal of the Academy of Marketing Science
  • Best Reviewer Award, 2009, Journal of the Academy of Marketing Science
  • Best Reviewer Award, 2008, International Journal of Advertising
  • Winner, Best Article Award, 1989, Journal of Advertising
  • Runner up for Best Article Award,2006, Journal of Advertising
  • Nominated for Best Article Award, 2008, Journal of Advertising

Research Interests

  • Advertising
  • Consumer behaviour
  • Research methods
  • Retailing
  • Marketing strategy
  • Brand management


The majority of Scott's research has been in advertising, but he has broad interests in other areas. He also works in consumer behaviour, international marketing, marketing strategy, and retailing. He is also interested in psychology, organisational behaviour and cross cultural issues.

Teaching Interests

  • Advertising, media and promotion
  • Research methods
  • Consumer behaviour
  • Organizational buying behaviour
  • Strategy
  • Marketing management
  • Retailing/channels of distribution
  • International/cross cultural marketing 

Teaching Responsibilities

MKTG696 and MKTG806

Professional Affiliations

American Academy of Advertising

European Academy of Advertising

Professional Activities

In 2013, Scott has been appointed as Associate Editor of the Journal of Advertising.

Special issue editor, Journal of Advertising, 2008, special issue on 'Creativity Research in Advertising'.

Scott also reviews approximately 50 manuscripts per year and serves on the review boards of several journals.

  • Review board member
    • Journal of the Academy of Marketing Science (ERA A* ranking)
    • Journal of Advertising (ERA A ranking)
    • Journal of Advertising Research (ERA A ranking)
    • International Journal of Advertising (ERA B ranking)
    • Australasian Marketing Journal (ERA B ranking)
  • Regular reviewer
    • Journal of Marketing (ERA A* ranking)
    • Journal of Marketing Research (ERA A* ranking)
    • Marketing Science (ERA A* ranking)
    • Journal of Consumer Research (ERA A* ranking)
    • European Journal of Marketing (ERA A ranking)
    • Tourism Management (ERA A ranking)

Scott is also a regular delegate at the Cannes International Advertising Festival, the premier advertising creativity festival in the world.

Overview of Academic Employment

  • 2011, Professor of Marketing, Faculty of Business and Economics, Macquarie University