University of Southern California

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Deborah MacInnis
Vice Dean for Undergraduate Programs, Charles L. and Ramona I. Hilliard Professor of Business Administration, & Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-5039
macinnis@usc.edu
Education: 
PhD, University of Pittsburgh; BA, Smith College

Overview

Deborah MacInnis is an expert in marketing communications, information processing, branding, and emotions, who has published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Personality and Social Psychology, among others and the Alpha Kappa PSI Awards. She received the Maynard for the most significant contribution to marketing thought in the Journal of Marketing. She is current co-editor of the Journal of Consumer Research, former associate editor of the Journal of Consumer Psychology, and past President of the Association for Consumer Research. Professor MacInnis has also received several teaching awards including Marshall's Golden Apple.

Research

The Effects of Curiosity-Evoking Events on Consumption Enjoyment • 2012
Brands as Intentional Agents • 2012
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness • 2012
Consumer Behavior, 6th Edition • 2012
Reprimanding the Wrongdoer as a Way to Decrease Customer Anger • 2012
Whence Loyalty? From the Influence of Satisfaction on Brand Closeness • 2011
A Framework for Conceptual Contributions in Marketing • 2011
Human:Behavior: To Resist Temptation: Forget Guilt" • 2011
It's Unfair: Why Customers Who Merely Observe an Uncivil EMployee Abandon the Company • 2011
The Role of Mixed Emotions in Financial Decision Making • 2011
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness • 2011
• 2010
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers • 2010
Hope and Hopefulness: Differentiating Impact on Consumer Risk Taking • 2010
Witnessing Incivility Among Employees: Effects on Consumer Anger, Global Judgments and Repatronage • 2010
The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies • 2010
Commentary on the Scholarly Career Contributions of Naresh Malholtra • 2010
Dissociating Positive Emotions of Hope and Hopefulness and their Differential Impact on Consumer FInancial Risk Taking: A Functional Magnetic Resonance Imaging Study • 2010
Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity Measure • 2010
How do Emotions Influence Saving Behavior • 2009
Affective Forecasting and Self-Control: When Anticipating Pride Wins Over Other Emotions in a Self-Regulation Context • 2009
Brand Attachment: Construct, Consequences and Causes • 2009
Handbook of Brand Relationships • 2009
Misperception and Confusion as Unintended Consequences of Warning Labels • 2009
The Connection-Prominence Attachment Model (CPAM) • 2009
Listening to Strangers: Whose Responses are Valuable, How Valuable Are They, and Why? • 2008
Brand Attachment and a Strategic Brand Exemplar • 2008
New Frontiers in Branding: Attitudes, Attachments and Relationships • 2007
Not as Happy as I Thought I'd be? The Role of Affective Misforecasting in Consumer Satisfaction • 2007
Understanding Hope and its Implications for Consumer Behavior: Hope Therefore I Consume • 2007
Making Prudent vs. Impulsive Choices: The Role of Anticipated Shame and Guilt on Consumer Self-Control. • 2007
Threats to Hope: Effects on Reasoning about Product Information • 2007
What's in and what's out: Questions over the boundaries of the attitude construct • 2006
Beyond Attitudes: Attachment and Consumer Behavior • 2006
Beyond Attitudes: Attachment and Consumer Behavior • 2006
Spotlight on Affect: The I-R Model and the Role of Affect in Self-Regulation • 2006
Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior • 2006
Winners, Losers, and Biased Trades • 2005
Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, and for How Long? • 2005
How and Why Consumers Hope: Motivated Reasoning and the Marketplace • 2005
Presidential Address: Finding Legs: Generativity and the Everyday Language of the Consumer • 2005
The Brand Attitude Formation Process of Emotional and Informational and Emotional Ads" • 2005
The Concept of Hope and its Relevance to Product Evaluation and Choice • 2005
The Ties that Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands • 2005
Them vs. Us: Woes on the Bifurcation of the Academic Marketing Discipline • 2005
Why Feelings Stray: Sources of Affective Misforecasting in Consumer Behavior • 2005
The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands • 2005
Learning about Learning • 2004
Where Have all the Papers Gone: Reflections on the Decline of Conceptual Articles • 2004
Same or Different: Distance and Variation as Factors Affecting the Similarity between Two Product Categories • 2004
Creating Hope in Internet and Advertising Contexts • 2004
Goal-Motivated Reasoning: The Lure of the "Yes, I Can" Conclusion • 2004
Price Perceptions in Brand Extensions: Formation and Impact on Brand Extension Evaluation • 2004
Price Perceptions in Brand Extensions: Formation and Impact on Brand Extension Evaluation • 2004
Crystal Clear Concepts: Using Metaphors to Expand Dimensional Thinking • 2004
Hoping There's Nothing to Fear: A Matter of Framing • 2003
Responsibilities of a Good Reviewer: Lessons from Kindergarten • 2003
Approaching What We Hope For and Avoiding What We Fear: The Role of Possible Selves in Consumer Behavior • 2002
Assessing When Increased Media Weight of Real-World Advertisements Helps Sales • 2002
Generating Competitive Intelligence in Organizations • 2002
Repetition Effects in the Real World: Assessing When and Why Increased Media Weight Helps Aggregate Sales • 2002
Understanding Program Induced Mood Effects: Decoupling Arousal from Valence • 2002
What to Say When: Advertising Appeals in Evolving Markets • 2001
Imagery Instructions, Imagery Processes and Visual Persuasion • 2001
Social Comparisons of Possessions: When It Feels Good and When It Feels Bad • 2000
Choosing What I Want versus Eliminating What I Don't Want: The Effects of Additive versus Subtractive Product Option Framing on Consumer Decision Making • 2000
An Experimental Method for Studying Unconscious Perception • 1999
Enhancing Brand Awareness Through Brand Symbols • 1999
Reputation Management as a Motivation for Sales Structure Decisions • 1999
The Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitudes • 1998
A Contingency Framework of Want Formation: The Role of the Felt Deprivation Construct • 1995
Characteristics of Portrayed Emotions in Commercials: When Does What is Shown in Ads Affect Viewers • 1995
Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes • 1994
Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluation of Brand Extensions • 1993
Focal and Emotional Integration: Constructs, Measures and Preliminary Evidence • 1993
The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function • 1992
Cognitive Associations and Product Category Comparisons • 1992
Mapping the Relationship Between Preattentive Processing and Attitudes • 1992
An Exploratory Study of the Effects of Imagery and Experience on Expectations and Statisfaction • 1991
Enhancing Consumers' Motivation, Ability and Opportunity to Process Brand Information from Ads: Conceptual Framework and Managerial Implications • 1991
Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies • 1991
The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads • 1991
Enhancing the Managerial Relevance of Information Processing Theory in an Advertising Context • 1990
Toward an Integrative Theory of Information Processing from Advertising • 1990
Two-Routes to Persuasion Models in Advertising: Review, Critique and Research Directions • 1990
Information Processing from Advertisements: Towards an Integrative Framework • 1989
Marketing Job and Management Controls: Toward a Framework • 1989
On Being an Informant in the Consumer Behavior Odyssey • 1988
Constructs and Measures of Individual Differences in Imagery Processings • 1987
On the Meaning of Data: Historical and Contemporary Perspectives • 1987
The Role of Imagery in Information Processing • 1987
Strategic Brand Concept/Image Management • 1986
The Epistemic and Sensory Exploratory Behaviors of Hedonic and Cognitive Consumers • 1985
Participation and Investment in Family Decision Making • 1984
Revitalizing Dormant Ideas • 1984
Achievement Imagery in Women's Lives from Adolescence to Adulthood • 1983
The Cognitive Bias Questionnaire: Further Evidence • 1983
Reprimanding the Wrongdoer: Expanding the Firm's Repetroire of Reponses to Customer Complaints
The Way a Salesperson Manages Service Providers influences Customers' Anger about Problems