William D. Diamond 

 Associate Professor of Marketing

 Telephone: 413-545-5671

 Email: diamond@isenberg.umass.edu

 Office: Isenberg 229C


View CV (pdf)



Ph.D., University of North Carolina-Chapel Hill, 1984
M.A., University of North Carolina-Chapel Hill, 1981
B.A., Amherst College, 1972  

Research/Teaching Interests:

Non-profit & social marketing

Fundraising using marketing to recruit donors & volunteers

Anti-tobacco advertising and applying behavioral decision theory to social marketing problems

Direct marketing

Non-profit marketing 

Consumer research


Recent Publications:


Diamond, William D. and Lauren I. Labrecque, (2008) "Effects of Common Front-of-Package Icons on Nutrition Facts Panel Viewing Time and Product Perception," AMA Marketing and Public Policy Conference, Philadelphia, May 30.


Labrecque, Lauren I. and William D. Diamond (2008) "Did You Pay Attention to the Ad?  Predicting Implicit and Explicit Memory From Ad Viewing Time, Society for Consumer Psychology Winter Conference Proceedings, 186-188. [Friday Feb 22, New Orleans]


Diamond, William D. (2007) "Quit For A Week: An Effective Approach To Promoting Smoking Cessation And A Potential Research Paradigm," AMA Marketing and Public Policy Conference, Washington, DC, June 1.


Diamond, William D. and Easwar Iyer (2007) Creating Effective Direct Mail Charitable Solicitations: The Effects of Enclosures and Different Appeals.", Journal of Nonprofit and Public Sector Marketing, 18 (1), 81-100.


With Kathleen Debevec, "Understanding the Changing Perceptions of Hazardous Consumption Activities," Abstract, Portal to the Pacific: Public Policy in an International Arena, Chicago, IL, American Marketing Association, 2006, 30-32.

With Kathleen Debevec, "Social Smokers: A Breed Apart - Differences in Schemas, Smoking Behavior, and Responses to Anti-Smoking Ads," Abstract, Marketing & Public Policy Conference, 2005.

Using Temporal Construal Theory to Refine Ad Campaigns Persuading People to Quit Smoking. American Marketing Association Marketing and Public Policy Conference, (2003) Washington, D.C.

With Kathleen Debevec "Do Different Anti-Smoking Messages Work for Different Segments of Smokers and Nonsmokers? Three Internet Advertising Studies." American Marketing Association Marketing and Public Policy Conference (2002), Atlanta, GA.

With Kathleen Debevec, "The Effects of Framing, Type of Message, and Self-Referencing on the Effectiveness of Anti-Smoking Advertising" Abstract, Marketing and Public Policy Conference, 2001.
With Sara Gooding-Williams. "Using Advertising Constructs to Evaluate Direct Mail Fundraising Appeals." Nonprofit Management and Leadership, 12(3). 2002.

With Stephanie M. Noble. "Defensive Responses to Charitable Direct Mail Solicitations." Journal of Interactive Marketing, 15(3), (2001), pg. 2-12.

With Loewy, B. Z. "Effects of Probabilistic Rewards on Recycling Attitudes and Behavior." Journal of Applied Social Psychology, 21(19), (1991), pg. 1590-1607.


Academic and Professional Activities:

Former Department Head, Marketing, University of Massachusetts, Amherst

Former Faculty Director, The Nonprofit Center, Isenberg School of Management, University of Massachusetts, Amherst

Research Grants:

University of Massachusetts Service Learning Grant for the Marketing Department in collaboration with the Nonprofit Center. 2000.
Operating support for the Nonprofit Center from the Davis Foundation. 1999, 2000. (With Suzanne Kulik).


Best Paper, Ethical and Societal Issues in Marketing Track, AMA Summer Educators' Conference, 1999 (with Karen Flaherty).