University of Southern California

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Joseph Priester
Associate Professor of Marketing

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

Phone: 
213-821-5649
priester@usc.edu
Education: 
PhD, MA, The Ohio State University; BA, University of Iowa

Overview

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.

Research

How brand attachment fosters forgiveness: The mediating roles of desire to retain the relationship and biased processing. • 2012
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness • 2012
Attitudinal Ambivalence: The Causes, Processes Underlying, and Consequences of Simultaneously Possessing Positive and Negative Reactions towards One Attitude Object • 2011
Whence Loyalty? From the Influence of Satisfaction on Brand Closeness • 2011
The pot-holed path to happiness, possibly paved with money: A research dialogue • 2011
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers • 2010
Brand Attachment: Construct, Consequences and Causes • 2009
Handbook of Brand Relationships • 2009
Mass Media Attitude Change: Implications of the Elaboration Likelihood Model of Persuasion • 2009
Exorcizing the Hungry Ghosts: Following the MIddle Path in a 21st-Century Western Culture • 2008
Brand Attachment and a Strategic Brand Exemplar • 2008
Understanding Advertising Effectiveness from Psychological Perspectives: The Importance of Attitudes and Attitude Strength • 2007
New Frontiers in Branding: Attitudes, Attachments and Relationships • 2007
Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions • 2007
Beyond Attitudes: Attachment and Consumer Behavior • 2006
Beyond Attitudes: Attachment and Consumer Behavior • 2006
To think or not to think: Exploring two routes to persuasion • 2005
Brand Congruity and Comparative Advertising: When and Why Comparative Advertisements Lead to Greater Effectiveness • 2004
the A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice • 2004
When and Why the Background Contrast Effect Emerges: Thought Engenders Meaning by Influencing the Perception of Applicability • 2004
The Influence of Spokesperson Trustworthiness on Message Elaboration, Attitude Strength and Advertising Effectiveness • 2003
Individual-Versus Group-Interest Violation: Surprise as a Determinant of Argument Scrutiny and Persuasion • 2002
Mass Media Attitude Change: Implications of the elaboration likelihood model of persuasion • 2002
Sex, drugs, and attitudinal ambivalence: How feelings of evaluative tension influence alcohol use and safe sex behaviors • 2002
Social Psychology of Consumer Behavior • 2002
Extending the Bases of Subjective Attitudinal Ambivalence: Interpersonal and Intrapersonal Antecedents of Evaluative Tension • 2001
Examining the Psychological Processes Underlying the Sleeper Effect • 1999
The impact of attitude accessibility on elaboration of persuasive messages • 1998
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
The gradual threshold model of ambivalence: Relating the positive and negative bases of attitudes to subjective ambivalence • 1996
The influence of motor processes on attitudes toward novel versus familiar semantic stimuli • 1996
Understanding one's data when interactions are present or hypothesized • 1996
Source attribution and persuasion: Perceived honesty as a determinant of message scrutiny • 1995
Cognitive Processes in Persuasion • 1994
Conceptual and Methodological Issues in the Elaboration Likelihood Model of Persuasion: A reply to the Michigan State Critics • 1993
Rudimentary determinants of Attitudes II: Arm flexion and extension have different effects of attitudes • 1993