John H. Antil

Photograph Image of John Antil
Title Professor Emeritus of Marketing


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 B.A. in economics from Umass Amherst, an MBA from Dartmouth College (Tuck School of Business) and his Ph.D. 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 hundreds 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. in marketing & social psychology, Pennsylvania State University, 1981
  • M.B.A. in marketing and finance, Amos Tuck School of Business at Dartmouth College
  • B.A. in economics, University of Massachusetts

Select Publications

  • 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.
  • 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. 558.

Awards & Honors

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

Curriculum Vitae

Download John H. Antil’s CV (PDF)