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

Phone: 
213-740-5039
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

Park, C. W., Chun, H., Eisingerich, A., and MacInnis, D. J. (2014) "Strategic benefits of low fit brand extensions: when and how?," Journal of Consumer Psychology .
Park, C. W., and MacInnis, D. J. (2014) "Brand Meaning Management," Review of Marketing Research 2014 (Forthcoming).
MacInnis, D. J., Folkes, V. S., and Uhalde, A. (2013) "Mapping Brand Betrayal: Phenomenology, Antecedents, Consequences and Marketing Implications,".
, K. S., Folkes, V. S., MacInnis, D. J., and , P. C. (2013) "The Way a Salesperson Manages Service Providers influences Customers' Anger about Problems," Journal of Personal Selling and Sales Management, 33 (Winter), 69-79.
MacInnis, D. J. (2012) "Brands as Intentional Agents," Journal of Consumer Psychology, 22 (April).
Novak, L. A., Priester, J., MacInnis, D. J., and Park, C. W., "10," in Fournier, S., Breazeale, M., and Fetscherin, M., eds., Consumer-Brand Relationships: Theory and Practice, Routledge/Taylor & Francis Group, London 2012.
Hoyer, W., MacInnis, D. J., and Pieters, R. (2012) "Consumer Behavior, 6th Edition,".
MacInnis, D. J. (2012) "Reprimanding the Wrongdoer as a Way to Decrease Customer Anger," Journal of Personal Selling and Sales Management.
MacInnis, D. J. (2011) "A Framework for Conceptual Contributions in Marketing," Journal of Marketing, 75 (July), 138-154.
MacInnis, D. J. (2011) "Human:Behavior: To Resist Temptation: Forget Guilt"," Los Angeles Times.
Porath, C. L., MacInnis, D. J., and Folkes, V. S. (2011) "It's Unfair: Why Customers Who Merely Observe an Uncivil EMployee Abandon the Company," Journal of Service Research, 14 (August), 302-317.
Novak Donovan, L., Park, C. Whan, Priester, J., and MacInnis, D. J., "Brand Forgiveness: How Close Brand Relationships Influence Forgiveness," in Fournier, S., Braazeale, M., Fetscherin, , and Melwar, , eds., Consumer-Brand Relationships: Theory and Applications 2011.
MacInnis, D. J. (2011) "The Role of Mixed Emotions in Financial Decision Making," Proceedings of the Society for Consumer Psychology.
Priester, J., Park, C. W., MacInnis, D. J., Eisingerich, A., and Iacobucci, D. (2010) "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers," Journal of Marketing, 74 (6), 1-17.
MacInnis, D. J., Nenkov, G., Morrin, M., Reimann, M., and Bechara, A. (2010) "Hope and Hopefulness: Differentiating Impact on Consumer Risk Taking," Journal of Consumer Psychology.
Porath, C. L., MacInnis, D. J., and Folkes, V. S. (2010) "Witnessing Incivility Among Employees: Effects on Consumer Anger, Global Judgments and Repatronage," Journal of Consumer Research, 37 (August), 292-302.
MacInnis, D. J., "Commentary on the Scholarly Career Contributions of Naresh Malholtra," in Sheth, J., eds., Legends in Marketing: Naresh Malhotra 2010.
Nenkov, G., MacInnis, D. J., Morrin, M., and Reimann, M. (2010) "Dissociating Positive Emotions of Hope and Hopefulness and their Differential Impact on Consumer FInancial Risk Taking: A Functional Magnetic Resonance Imaging Study," Advances in Consumer Research.
MacInnis, D. J., and Folkes, V. S. (2010) "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies," Journal of Consumer Research, 36 (December), 899-914.
Park, C. W., MacInnis, D. J., Dreze, X., and Lee, J., "8," in Loken, B., Ahluwalia, R., and Houston, M., eds., Brands and Brand Management: Contemporary Research Perspectives, Psychology Press, New York: NY 2010.
Nenkov, G. Y., MacInnis, D. J., and Morrin, M. (2009) "How do Emotions Influence Saving Behavior," Center for Retirement Research (9-8), 1-10.
MacInnis, D. J., and Wan, Z. (2009) "Misperception and Confusion as Unintended Consequences of Warning Labels," Marketing and Public Policy Conference.
Patrick, V. M., Chun, H., and MacInnis, D. J. (2009) "Affective Forecasting and Self-Control: When Anticipating Pride Wins Over Other Emotions in a Self-Regulation Context," Journal of Consumer Psychology.
Park, C. W., Priester, J. R., MacInnis, D. J., and Wan, Z., "17," in MacInnis, D., Park, C. Whan, and Priester, J., eds., Handbook of Brand Relationships, M. E. Sharpe, Amonk, NY: 2009.
Park, C. W., MacInnis, D. J., and Priester, J. (2009) "Brand Attachment: Construct, Consequences and Causes," Foundations and Trends in Marketing, 1 (3), 190-230.
MacInnis, D. J., Park, C. W., and Priester, J., MacInnis, D., Park, C. Whan, and Priester, J., eds. Handbook of Brand Relationships, ME Sharpe 2009.
Weiss, A., Lurie, N. H., and MacInnis, D. J. (2008) "Listening to Strangers: Whose Responses are Valuable, How Valuable Are They, and Why?," Journal of Marketing Research, 45 (August), 425-436.
Park, C. W., MacInnis, D. J., and Priester, J., "Ch 1," in Schmitt, B., and Rogers, D., eds., Handbook of Brand and Experience Management, Elgar Publishing, Cheltenham, UK 2008.
Priester, J., MacInnis, D. J., and Park, C. W. (2007) "New Frontiers in Branding: Attitudes, Attachments and Relationships," Society for Consumer Psychology, 26.
Patrick, V., MacInnis, D. J., and Park, C. W. (2007) "Not as Happy as I Thought I'd be? The Role of Affective Misforecasting in Consumer Satisfaction," Journal of Consumer Research, 33 (March), 479-490.
MacInnis, D. J., and Chun, H. (2007) "Understanding Hope and its Implications for Consumer Behavior: Hope Therefore I Consume," Foundations and Trends in Marketing, 1 (2), 97-189.
Chun, H., MacInnis, D. J., and Patrick, V. M. (2007) "Making Prudent vs. Impulsive Choices: The Role of Anticipated Shame and Guilt on Consumer Self-Control.," Advances in Consumer Research, 34, 715-719.
DeMello, G., MacInnis, D. J., and Stewart, D. W. (2007) "Threats to Hope: Effects on Reasoning about Product Information," Journal of Consumer Research, 34 (2 (October)), 153-161..
Park, C. W., and MacInnis, D. J. (2006) "What's in and what's out: Questions over the boundaries of the attitude construct," Journal of Consumer Research, 33 (1), 16-18.
MacInnis, D. J., Patrick, V., and Park, C. W. (2006) "Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior," Review of Marketing Research, 2, 43-80.
Patrick, V., and MacInnis, D. J. (2006) "Spotlight on Affect: The I-R Model and the Role of Affect in Self-Regulation," Journal of Consumer Psychology, 16 (3), 224-231.
Park, C. W., MacInnis, D. J., and Priester, J. (2006) "Beyond Attitudes: Attachment and Consumer Behavior," Seoul National Journal, 12 (2), 3-36.
Johnson, J., Tellis, G. J., and MacInnis, D. J. (2005) "Winners, Losers, and Biased Trades," Journal of Consumer Research, 32 (2), 324-330.
Tellis, G. J., Chandy, R., MacInnis, D. J., and Thaivanich, P. (2005) "Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, and for How Long?," Marketing Science, 24 (3).
Thomson, M., MacInnis, D. J., and Park, C. W. (2005) "The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands," Journal of Consumer Psychology, 15 (1), 77-91.
MacInnis, D. J. (2005) "Presidential Address: Finding Legs: Generativity and the Everyday Language of the Consumer," Association for Consumer Research, 32, 1-5.
Thomson, M., MacInnis, D. J., and Park, C. W. (2005) "The Ties that Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands," Journal of Consumer Psychology, 15 (1), 77-91.
MacInnis, D. J., and Yoo, C. (2005) "The Brand Attitude Formation Process of Emotional and Informational and Emotional Ads"," Journal of Business Research, 58 (10), 1395-1403.
MacInnis, D. J. (2005) "Them vs. Us: Woes on the Bifurcation of the Academic Marketing Discipline," Journal of Marketing, 69 (October), 14-16.
MacInnis, D. J., and DeMello, G. (2005) "The Concept of Hope and its Relevance to Product Evaluation and Choice," Journal of Marketing, 69 (1), 1-14.
Patrick, V., and MacInnis, D. J. (2005) "Why Feelings Stray: Sources of Affective Misforecasting in Consumer Behavior," Association for Consumer Research, 32.
DeMello, G., and MacInnis, D. J., "How and Why Consumers Hope: Motivated Reasoning and the Marketplace," in Ratneshwar, S., and Mick, D., eds., Inside Consumption: Consumer Motives, Goals, and Desires, Routledge, New York/Routledge 2005.
MacInnis, D. J. (2004) "Learning about Learning," Association for Consumer Research (Winter), 1-3.
MacInnis, D. J., and Yoo, C. (2004) "Same or Different: Distance and Variation as Factors Affecting the Similarity between Two Product Categories," Psychology & Marketing, 21 (3), 209-217.
DeMello, G., MacInnis, D. J., and Stewart, D. W. (2004) "Goal-Motivated Reasoning: The Lure of the "Yes, I Can" Conclusion," Association for Consumer Research, 31, 466.
MacInnis, D. J., DeMello, G., and Patrick, V. (2004) "Creating Hope in Internet and Advertising Contexts," International Journal of Internet Marketing and Advertising, 1 (2), 174-195.
DeMello, G., MacInnis, D. J., and Folkes, V. S. (2003) "Hoping There's Nothing to Fear: A Matter of Framing," Association for Consumer Research, 29.
MacInnis, D. J. (2003) "Responsibilities of a Good Reviewer: Lessons from Kindergarten," Journal of the Academy of Marketing Science, 31 (3), 344-346.
MacInnis, D. J., Rao, A., and Weiss, A. (2002) "Assessing When Increased Media Weight of Real-World Advertisements Helps Sales," Journal of Marketing Research, 39 (November), 391-407.
Jaworski, B. J., MacInnis, D. J., and Kohli, A. (2002) "Generating Competitive Intelligence in Organizations," Journal of Market Focused Management, 5 (December), 209-217.
Patrick, V., MacInnis, D. J., and Folkes, V. S. (2002) "Approaching What We Hope For and Avoiding What We Fear: The Role of Possible Selves in Consumer Behavior," Association for Consumer Research, 29, 270-276.
MacInnis, D. J., Rao, A., and Weiss, A. (2002) "Repetition Effects in the Real World: Assessing When and Why Increased Media Weight Helps Aggregate Sales," Marketing Science Institute Working Paper Series.
MacInnis, D. J., Shapiro, S., and Park, C. W. (2002) "Understanding Program Induced Mood Effects: Decoupling Arousal from Valence," Journal of Advertising, 31 (4), 15-26.
Chandy, R., Tellis, G. J., MacInnis, D. J., and Thaivanich, P. (2001) "What to Say When: Advertising Appeals in Evolving Markets," Journal of Marketing Research, 38 (4), 399-414.
Mani, G., and MacInnis, D. J., "Imagery Instructions, Imagery Processes and Visual Persuasion," in Batra, R., and Scott, L., eds., Advertising and Consumer Psychology 2001.
Park, C. W., Jun, S. Y., and MacInnis, D. J. (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," Journal of Marketing Research, 37 (May), 187-202.
Ackerman, D., Folkes, V. S., and MacInnis, D. J. (2000) "Social Comparisons of Possessions: When It Feels Good and When It Feels Bad," Association for Consumer Research, 27.
Park, C. W., Jun, S. Y., and MacInnis, D. J. (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," Journal of Marketing Research, 37 (May), 187-202.
Shapiro, S., MacInnis, D. J., and Heckler, S. (1999) "An Experimental Method for Studying Unconscious Perception," Psychology and Marketing, 16 (September), 459-477.
MacInnis, D. J., Shapiro, S., and Mani, G. (1999) "Enhancing Brand Awareness Through Brand Symbols," Association for Consumer Research, 26.
Weiss, A., Anderson, E., and MacInnis, D. J. (1999) "Reputation Management as a Motivation for Sales Structure Decisions," Journal of Marketing, 63 (October), 74-89.
Yoo, C., Park, J., and MacInnis, D. J. (1998) "The Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitudes," Journal of Business Research, 42 (3), 253-263.
Krishnamurthy, S., and MacInnis, D. J. (1995) "A Contingency Framework of Want Formation: The Role of the Felt Deprivation Construct," American Marketing Association.
Kamp, E., and MacInnis, D. J. (1995) "Characteristics of Portrayed Emotions in Commercials: When Does What is Shown in Ads Affect Viewers," Journal of Advertising Research, 35 (November), 19-28.
Shapiro, S., Heckler, S., and MacInnis, D. J., "Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes," in Wells, W., eds., Measuring Advertising Effectiveness, Hillsdale, NJ: Erlbaum 1994.
Nakamoto, K., MacInnis, D. J., and Jung, H., "Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluation of Brand Extensions," in Aaker, D., and Biel, A., eds., Brand Equity and Advertising, Hillsdale, NJ: Erlbaum 1993.
MacInnis, D. J., and Stayman, D. M. (1993) "Focal and Emotional Integration: Constructs, Measures and Preliminary Evidence," Journal of Advertising, 22 (December), 51-66.
Minhi, H., Park, C. W., and MacInnis, D. J. (1992) "The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function," Journal of Advertising 37-46.
Shapiro, S., and MacInnis, D. J. (1992) "Mapping the Relationship Between Preattentive Processing and Attitudes," Association for Consumer Research, 19, 505-513.
MacInnis, D. J., Nakamoto, K., and Mani, G. (1992) "Cognitive Associations and Product Category Comparisons," Association for Consumer Research, 19, 260-267.
Chakravarti, D., MacInnis, D. J., and Nakamoto, K. (1991) "Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies," Association for Consumer Research, 17, 910-916.
MacInnis, D. J., and Park, C. W. (1991) "The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads," Journal of Consumer Research, 18 (September), 161-173.
MacInnis, D. J., and Price, L. L. (1991) "An Exploratory Study of the Effects of Imagery and Experience on Expectations and Statisfaction," Association for Consumer Research, 17, 41-47.
MacInnis, D. J., Moorman, C., and Jaworski, B. J. (1991) "Enhancing Consumers' Motivation, Ability and Opportunity to Process Brand Information from Ads: Conceptual Framework and Managerial Implications," Journal of Marketing, 55 (October), 32-53.
MacInnis, D. J., and Jaworski, B. (1990) "Toward an Integrative Theory of Information Processing from Advertising," Marketing Science Institute Working Paper Series, Report # 90-100.
MacInnis, D. J., and Jaworski, B. J. (1990) "Two-Routes to Persuasion Models in Advertising: Review, Critique and Research Directions," Review of Marketing 1-25.
MacInnis, D. J., and Jaworski, B. (1990) "Enhancing the Managerial Relevance of Information Processing Theory in an Advertising Context," Marketing Science Institute Working Paper Series 90-104.
MacInnis, D. J., and Jaworski, B. J. (1989) "Information Processing from Advertisements: Towards an Integrative Framework," Journal of Markting, 53 (October), 1-23.
Jaworski, B. J., and MacInnis, D. J. (1989) "Marketing Job and Management Controls: Toward a Framework," Journal of Marketing Research, 26 (November), 406-419.
Jaworski, B., and MacInnis, D. J., "On Being an Informant in the Consumer Behavior Odyssey," in Belk, R., eds., In Highways and Buyays , Provo, UT; Association for Consumer Research 1988.
MacInnis, D. J., and Price, L. L. (1987) "The Role of Imagery in Information Processing," Journal of Consumer Research, 13 (March), 473-91.
Jaworski, B., and MacInnis, D. J. (1987) "On the Meaning of Data: Historical and Contemporary Perspectives," Marketing Theory.
Park, C. W., Jaworski, B. J., and MacInnis, D. J. (1986) "Strategic Brand Concept/Image Management," Journal of Marketing, 50 (October), 135-145.
MacInnis, D. J., and Jaworski, B. (1984) "Revitalizing Dormant Ideas," Scientific Method in Marketing.
Jaworski, B. J., MacInnis, D. J., and Sauer, W. J., "Participation and Investment in Family Decision Making," in Roberts, M., and Wortzel, L., eds., Marketing to the Changing Household: Management and Research Perspectives, Cambridge, MA; Ballinger Publisher 1984.
Elder Jr., G. H., and MacInnis, D. J. (1983) "Achievement Imagery in Women's Lives from Adolescence to Adulthood," Journal of Personality and Social Psychology, 45 (February), 394-404.
MacInnis, D. J., and Frost, R. O. (1983) "The Cognitive Bias Questionnaire: Further Evidence," Journal of Personality Assessment, 47 (2), 173-177.
Folkes, V. S., Koppitsch, S., MacInnis, D. J., and Porath, C. "Reprimanding the Wrongdoer: Expanding the Firm's Repetroire of Responses to Consumer Complaints,".