University of Southern California

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

PhD, University of Pittsburgh; BA, Smith College


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.


Brand Meaning Management 2014
Strategic benefits of low fit brand extensions: when and how? 2014
Mapping Brand Betrayal: Phenomenology, Antecedents, Consequences and Marketing Implications 2013
The Way a Salesperson Manages Service Providers influences Customers' Anger about Problems 2013
Brands as Intentional Agents 2012
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness 2012
Reprimanding the Wrongdoer as a Way to Decrease Customer Anger 2012
Human:Behavior: To Resist Temptation: Forget Guilt" 2011
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness 2011
The Role of Mixed Emotions in Financial Decision Making 2011
Hope and Hopefulness: Differentiating Impact on Consumer Risk Taking 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
How do Emotions Influence Saving Behavior 2009
Brand Attachment: Construct, Consequences and Causes 2009
Misperception and Confusion as Unintended Consequences of Warning Labels 2009
The Connection-Prominence Attachment Model (CPAM) 2009
What's in and what's out: Questions over the boundaries of the attitude construct 2006
Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior 2006
Repetition Effects in the Real World: Assessing When and Why Increased Media Weight Helps Aggregate Sales 2002
Imagery Instructions, Imagery Processes and Visual Persuasion 2001
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
On Being an Informant in the Consumer Behavior Odyssey 1988
Revitalizing Dormant Ideas 1984
Reprimanding the Wrongdoer: Expanding the Firm's Repetroire of Responses to Consumer Complaints