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Publications in VIVO

Campbell, Margaret C. Provost Professor


Research Areas research areas


research overview

  • Dr. Campbell's research focuses on factors affecting persuasion, consumers' knowledge about persuasion, inferences of motive, perceived fairness, stereotypes and goals. She examines consumers' responses to advertising, brands, prices, and products, as well as to other consumers. Recent research focuses on consumers' perceptions of coolness and goals. She is Editor of the Journal of Consumer Research and serves on the ERB for several journals. She just completed her third year of presidency for the Association for Consumer Research (president-elect; president; past president).


  • consumer behavior, persuasion, responses to advertising, brands, prices, products and sales agents, stereotypes and stereotype effects, goals and goal monitoring, consumption, priming


selected publications


courses taught

  • MBAX 6300 Marketing Communication (Spring 2019)
  • MBAX 6301 Marketing Communications (Spring 2019)
  • MKTG 8990 Doctoral Thesis (Fall 2018)


International Activities

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