Joined University of Maryland in 2005.

Henry C. Boyd is a Clinical Professor in the Marketing Department at the Robert H. Smith School of Business. He is also a managing director and principal at Ombudsman LLC, a diversified consultancy. He is licensed to practice law in Maryland, Wisconsin, and the U.S. District Court, Western District of Wisconsin. 

Boyd received his Ph.D. in Marketing from Duke University (with an emphasis in Consumer Behavior) and his J.D. in Intellectual Property from the University of Wisconsin-Madison. At the age of 24, he received his MBA in Marketing from the University of California at Berkeley. Prior to graduate study, he obtained his A.B. in Chemistry (with an emphasis in Biophysics) from Princeton University.

Boyd’s areas of expertise include biotechnology, consumer behavior, business consulting, pharmaceutical sales, advertising, and market research. His research has been published in Marketing Letters, Psychology & Marketing, and Journal of Advertising Research. He has served as an ad hoc reviewer for the Journal of Marketing Research. He has critiqued pedagogical approaches found in marketing textbooks for such leading publishing houses as CENGAGE, Prentice Hall, and Thomson South-Western.

Boyd’s opinions have appeared in The Washington Post, Baltimore Sun, Washington Times, Wisconsin State Journal, Capital Times, and Wausau Daily Herald. He has participated in live interviews on Maryland Public Television, CBS News (local affiliate WISC-TV Channel 3 News), NBC News (local affiliate WMTV Channel 15 News), and NEWS/TALK 1310 WIBA RADIO.

During the course of his academic career, Boyd has taught over 17,500 students the intricacies of marketing theory and practice. Outside of academe, he has worked as a summer associate at Heller Ehrman, a pharmaceutical rep at Merck, and an economic forecaster at IBM. He has consulted with several executive clients including the NFL, ExxonMobil, SAIC, Verizon, Stanley Black & Decker, and Ocean Tomo. At times, he has been called upon as an expert witness in legal proceedings. He has served on the faculty of the University of Wisconsin-Madison.

Boyd resides in Fulton, MD with his wife, Isabel, and his daughter, Giselle.

Henry Boyd, a clinical professor in the marketing department at the university’s business school, called the spread of misinformation “unforgivable.” He added that since “negative information travels quickly,” it is up to reputable organizations to domina


Title

Cited By

Year

Consumer entitlement theory and measurement

127

2005

Effects of fear appeal format and consumer personality on ad processing and persuasion: A preliminary analysis

13

1995

Persuasive talk: is it what you say or how you say it?

8

2006

Elements of persuasion: effects of verisimilitude, connectivity, and indebtedness on consumer evaluations of drama ads

0

1996

All about Travel: a Marketing & Strategic Analysis

0

1988

Business Lessons From European Soccer Turmoil

A Super League in European soccer was an idea that was appealing to clubs because of the potential payout, but it ultimately lacked a major part of the equation – the fans, says Maryland Smith marketing professor Henry C. Boyd III.
22-Apr-2021 02:25:19 PM EDT

A Pandemic Playbook for Super Bowl Advertisers

With Super Bowl 55 less than two weeks away, marketers are geared up for this year's batch of advertisements. But after a tumultuous year, what's the right tone for advertisers to strike? Maryland Smith's Henry C. Boyd III has an idea.
27-Jan-2021 02:55:58 PM EST

"Derived from the Latin, verisimilitude is “the appearance of being true or real.” If verisimilitude is achieved, then the viewer is willing to suspend disbelief and buy into the mini play."

- https://www.mediapost.com/publications/article/346699/how-ads-can-leverage-verisimilitude.html

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