Jacob Jacoby

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Jacob Jacoby obtained his PhD in psychology from Michigan State University in 1966. From September 1965 through August 1968, he was an active duty Air Force officer. From September 1968 through June 1981, he was a Professor of Psychology and Head of the Consumer Psychology Program at Purdue University. Since 1981, he has held an endowed chair as the Merchant's Council Professor of Consumer Behavior and Retail Management at New York University's Leonard N. Stern Graduate School of Business Prof. Jacoby has been providing testimony in U.S. district courts since 1978 and has played a lead role in conducting more than 1,000 trademark, advertising, and patent surveys in support of litigation. Over that period, he has proffered testimony in hundreds of litigated matters where, with relatively few exceptions, courts have admitted and given weight to his testimony. Examination of J. Thomas McCarthy's hornbook McCarthy on Trademarks and Unfair Competition, particularly the "Survey Evidence" section of chapter 32, reveals that Prof. Jacoby has been the most cited survey researcher in that treatise for two decades. He has been an invited speaker on the subjects of litigation surveys and consumer confusion/deception before a wide variety of audiences, including Federal Judicial Center workshops for district court judges and magistrates, the International Trademark Association, the International Bar Association, the Federal Trade Commission, the Food and Drug Administration, and the National Association of Attorneys General. In 1994 and 1998, he served as a peer reviewer for the Survey Reference Guide, appearing in the 1994 and 2000 editions of the Federal Judicial Center's Reference Manual on Scientific Evidence. Prof. Jacoby has published six books and more than 160 articles and book chapters. Based upon his scholarly publications in the field's most rigorously reviewed peer journals, two independently conducted surveys identified him as the most frequently cited consumer researcher in the world during the 1970s and 1980s. Also President of Jacoby IP Research, Prof. Jacoby may be reached through or at


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