Dr. Campbell's research focuses on factors affecting persuasion, consumers' knowledge about persuasion, inferences of motive, perceived fairness, stereotypes and goals. She examines how what consumers know influences their responses to advertising, brands, prices, and products, as well as to other consumers. Recent research focuses on consumers' goals and young consumers' (i.e., children's) knowledge. She is Editor of the Journal of Consumer Research and serves on the ERB for several journals. She is regularly invited to present at other institutions, camps, and conferences.
keywords
consumer behavior, persuasion, responses to advertising, brands, prices, products and sales agents, stereotypes and stereotype effects, goals and goal monitoring, consumption, priming
MBAX 6300 - Marketing Communication
Primary Instructor
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Spring 2019 / Fall 2019
Focuses on the strategic and decision making aspects of marketing communication from a managerial perspective. Increases students' understanding of specific decision elements within an integrated marketing communications framework. Topics include promotional objectives, agency relations, media selection, budgeting, and advertising research. Also explores relevant advertising models and the economic and social effects of promotional activity.
MBAX 6301 - Marketing Communications
Primary Instructor
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Spring 2019 / Spring 2020
Focuses on the strategic and decision-making aspects of marketing communication from a managerial perspective. Designed to increase students' understanding of specific decision elements within an integrated marketing communications framework. Topics covered include promotional objectives, agency relations, media selection, budgeting, and advertising research. Explores relevant advertising models and the economic and social effects of promotional activity.
