John Antil

Associate Professor of Marketing,
Area Head of Marketing

Department: Business Administration
Campus Address: 310 Alfred Lerner Hall
Newark, DE 19716
Phone: 302-831-1791


John Antil research interests and publications are primarily in the areas of buyer behavior, branding, and sports marketing (primarily Super Bowl advertising and athlete endorsements).    He received his BA in Economics from Umass Amherst, an MBA from Dartmouth College (Tuck School of Business), and his PhD from Penn State University.

Dr. Antil has worked as the Assistant to the Vice President – Washington Operations for AMF (Brunswick) and was Assistant to the Senior Vice President and General Council of General Electric.  Most of his time was spent in Strategic Planning, but also worked in market research and new product planning.  In addition, over the years he has been a consultant to a wide variety of companies – both profit and nonprofits. Prior to coming to the University of Delaware, he was a professor at the University of Vermont and Penn State University.

Because of his research, John has had 100’s of media contacts from TV and radio stations, newspapers, magazines, and online news services.  Most contacts have been related to sports marketing, athlete endorsements, Super Bowl advertising, and the state of the US economy.


  • Ph.D. - Marketing&Social Psychology, PENNSYLVANIA STATE UNIVERSITY, 1981
  • M.B.A.-  Marketing and Finance, AMOS TUCK SCHOOL OF BUSINESS at Dartmouth College
  • Curriculum Vitae


Antil, John H., Rick Burton, and Matthew Robinson, (2012), “Exploring the
Challenges Facing Female Athletes as Endorsers”, Journal Of Brand Strategy,
vol. 1, no. 3, pp. 292 - 307
Matthew Robinson, John Antil, and Rick Burton (2009) "Guys want to be Like
Mike, but Women want Mia (Hamm) to be Like Them: Exploring the Challenges
Facing Female Athletes as Endorsers", Proceedings of the 2009 Sport Marketing
Association Conference
Antil, John H. and Chris Kydd (2008), “Learning Through Immersion in
Business”, Decision Sciences Journal of Innovative Education, Vol. 6, no. 1,
(January), pp. 167 – 172.
Pavelchak, Mark, John H. Antil, and James Munch (1993), "Why Do People
Recall TV Ads? A Comparison of Viewer Beliefs And Objective Contextual
Determinants of Recall", in Classical and Contemporary Perspectives on
Marketing Thought, P. Rajan Varadarajan and Bernard Jaworski eds. American
Marketing Association.
Antil, John H., (1992) "Are You Committing Marketcide?" Journal of Services
Marketing, Vol. 6, No. 2 (Spring), pp. 45-53.
Also appears in The Journal of Product and Brand Management, 1993,
Vol. 2, Issue 3, pp 55 – 64.
Pavelchak, Mark, John H. Antil, and James Munch (1988), "The Super Bowl: An
Investigation into the Relationship Among Program Context, Emotional
Experience, and Ad Recall," Journal of Consumer Research, Vol. 15, No. 3
(December), pp. 360-367.
Antil, John H., (1988) "New Product Adoption - When Does it Happen?," Journal
of Consumer Marketing, Vol. 5, No. 2, Spring, pp. 5-16.
Antil, John H. and James Munch (1988),"The Drugstore Shopper: Who are They
and What Do They Buy?," Journal of Pharmaceutical Marketing & Management,
Vol. 2, No. 3 (Spring), pp. 11-38.
Antil, John H. (1986), "Consumer Perceptions of Convenience Food Users," in
Advances in Consumer Research, Vol. 14, Paul Anderson and Mellanie
Wallendorf, eds., Chicago: Association for Consumer Research, (summary), p.
Antil, John H. (1985) "Couponing as a Promotional Tool: Consumers Do
Benefit", Journal of Consumer Affairs, Vol. 19, No. 2 (Winter), pp. 316-327.
Antil, John H. (1984) "Socially Responsible Consumers: Profile and Implications
for Public Policy", Journal of Macromarketing, (Fall), pp. 18-39.
Antil, John H. (1984) "Conceptualization and Operationalization of Involvement,"
in Advances in Consumer Research, Vol. 11, Tom Kinnear, ed., Chicago:
Association for Consumer Research, pp. 203-209.
Antil, John H. (1983) "Uses of Response Certainty in Attitude Measurement," in
Advances in Consumer Research, Vol. 10, Richard Bagozzi and Alice Tybout
eds., Chicago: Association for Consumer Research, pp. 409-415.

Awards & Honors

  • Outstanding Undergraduate Teaching Award, 1981, Penn State
  • University of Delaware Research Grant 1981, 1982, 1985
  • Outstanding Young Men of America, 1983
  • Outstanding Teaching Award, 1985 and 1994 University of Delaware
  • Golden Key Society, Honorary Member, University of Delaware


John has taught a wide variety of courses in both undergraduate and graduate programs. Most recently he has taught Introduction to Marketing and Marketing Strategy.

The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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