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Campbell, Margaret C. Provost Professor

Positions

Research Areas research areas

Research

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).

keywords

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

Publications

selected publications

Teaching

courses taught

  • MBAX 6300 - Marketing Communication
    Primary Instructor - Spring 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 - Spring 2019
    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.

Background

International Activities

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