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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 Co-Editor of the Journal of Consumer Research and is an Associate Editor for the Journal of Marketing Research. She is beginning 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


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