Dana L. Alden

William R. Johnson, Jr. Distinguished Professor
Professor of Marketing
Chair of the Marketing Department

Academic Background

  • 1990 - PhD, Marketing and International Business, University of Texas, Austin
  • 1984 - MBA, Marketing with Honors, University of Hawai`i at Manoa
  • 1977 - MA, Public Affairs with Honors, University of California at Santa Barbara
  • 1973 - BA, Environmental Studies with Honors, University of California at Berkeley

Research Interests

  • Health Consumer Decision Making
  • Global Consumer Culture
  • Online Brand Communities
  • Cross-cultural Consumer Behavior
  • East and Southeast Asian Studies

Selected Publications

Alden, D.L., Friend, J., Lee, P.Y., et al. (2017)., " Who Decides - Me or We? Family Invovlement in Medical Decision Making in Eastern and Western Countries,"  forthcoming in Medical Decision Making

Alden D.L., Kelley J.B., Chen Q., Youn J. B. (2016). “Understanding Consumer Motivations to Interact on Brand Websites in the International Marketplace: Evidence from the U.S.,China, and South Korea,” Journal of Business Research, 69(12), 5909–5916.

He Y.,  Chen Q., Alden D.L.(2016). “Time Will Tell: Managing Post-Purchase Changes in Brand Attitude,” Journal of the Academy of Marketing Science, 44(6), 791-805.

Alden D.L., Friend J., Lee A., De Vries M., Osawa R., Chen Q. (2015) “Culture and Medical Decision Making: Health Care Consumer Perspectives in Japan and the U.S.,” Health Psychology, 34(12), 1133-1144. 

Alden D.L. (2014), “Decision Aid Influences on Factors Associated with Patient Empowerment Prior to a Cancer Treatment Decision Making,” Medical Decision Making, 34 (7), 884-898.

Alden D.L., Friend J., Schapira M., Stigglebout A. (2014), “Cultural Targeting and Tailoring of Shared Decision Making Technology: A Theoretical Framework for Improving the Effectiveness of Patient Decision Aids in Culturally Diverse Groups,” Social Science & Medicine (105 March), 1-8.

Alden D.L., Kelley J.B., Riefler P., Lee J.A., Soutar G.N. (2013), “The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?”, Journal of International Marketing, 21(2),17-38. 

Alden D.L., Merz MY, Thi LM (2010),"Patient Decision-Making Preference and Physician Decision-Making Style for Contraceptive Method Choice in an Asian Culture: Does Concordance Matter?", Health Communication, 25(8), 718-726.

Alden D.L., Steenkamp J.B., Batra  R. (2006), “Consumer Attitudes towardMarketing Globalization: Antecedent, Consequent and Structural Factors,” International Journal of Research in Marketing, 23, 227-239.      

Steenkamp J.B.,Batra R., Alden D.L. (2003), “How Perceived Brand Globalness Creates Brand Value,” Journal of International Business Studies, 34(1), 53-65.  

Alden, D.L., Steenkamp J.B.,Batra, R.  (1999), "Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture," Journal of Marketing, 63 (January), 75-83.  

Alden, D.L., Hoyer W.D.,  Lee C. (1993), "Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis," Journal of Marketing, 57(2), 64-75.

Stayman D., Alden D.L., Smith K.H. (1992), "Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgements," Journal of Consumer Research, 19(2), 240-255.  

Yang, Y., Leone, R.P., Alden D.L. (1991), "Identifying Potential and Latent Exporters: A Market Expansion Ability Approach," Journal of Marketing, 56(1), 84-96.  


Current Teaching Interests 

  •  Marketing Research - Undergraduate and MBA
  •  Cross-Cultural Consumer Behavior - PhD Seminar
  •  Marketing Principles - Undergraduate
  • Healthcare Executive Management Training 


Awards: 2006-Present

Best Professor of the Semester
Undergraduate Core Course, Spring 2015

Kaizen Service Award
Shider College of Business, 2015

Award for Outstanding Short Course in SEM
Society for Medical Decision Making, 2014

Shirley M. Lee Research Award
Shilder College of Business, 2013

Excellence in Global Marketing Research Award 
American Marketing Association, 2007

Lead Author, Best Paper of the Year Finalist, 
International Journal of Research in Marketing, 2006

UH CBA Senior Researcher of the Year Award - 2006

Professional Background

  • 2000 - Present: Professor,
 University of Hawai`i at Manoa

  • 1995 - 2000: Associate Professor, 
University of Hawai`i at Manoa

  • 1989 - 1994: Assistant Professor
, University of Hawai`i at Manoa

Additional Information


Japanese Health Care Management Seminars
Honolulu, Tokyo, Nagoya and Kobe, 2014-2015

Intercultural Health Care Management Program, JAIMS 1997 - 2013

Hawaii’ Pacific Health Program, UH CBA, 2003-2004

Taipei Physician Social Marketing Course, Johns Hopkins/UH CBA, 2002

Social Marketing, Hanoi School of Public Health, 1997/1999

Johns Hopkins/UH Winter Institute, APCED, 1999

Marketing Management, Health Care Executive MBA Program, 1998

Physician Leadership Development Program, APCED, 1996, 1997


Improving the Reproductive Healthcare Capacity of the
Communal Health Centers in Khanh Hoa and Da Nang, Vietnam
Marie Stopes International, Vietnam

Branding HIV/AIDS Health Clinics Targeting Sex Workers in Bangladesh
Howard-Delafield International

Instituting the Marketing Function
The Queen's Medical Center

dalden's picture
University of Hawai‘i at Mānoa
Shidler College of Business
2404 Maile Way



Contact Info

(808) 956-8565
(808) 956-9886