University of Southern California

Joseph Priester
Associate Professor of Marketing

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

PhD, MA, The Ohio State University; BA, University of Iowa


Joe Priester is an expert in the field of Consumer Psychology in which he explores the psychological processes underlying consumer behavior. His research focuses on how evaluative judgments guide thoughts, feelings, and behavior. He has written and edited academic books, as well as having published chapters and papers. His research has appeared in Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Consumer Research, and Psychological Science. He is the co-editor of the ``Research Dialogue'' section of Journal of Consumer Psychology.


Attitudinal Ambivalence: The Causes, Processes Underlying, and Consequences of Simultaneously Possessing Positive and Negative Reactions towards One Attitude Object 2013
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness 2012
The pot-holed path to happiness, possibly paved with money: A research dialogue 2011
Brand Attachment: Construct, Consequences and Causes 2009
Exorcizing the Hungry Ghosts: Following the MIddle Path in a 21st-Century Western Culture 2008
Sex, drugs, and attitudinal ambivalence: How feelings of evaluative tension influence alcohol use and safe sex behaviors 2002
Artifact of meaningful theoretical constructs?: Examining evidence for nonbelief- and belief-based attitude change processes 1997
Conceptual and methodological issues in advertising effectiveness: An attitude strength perspective 1997
Cognitive Processes in Persuasion 1994