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.


Novak, L. A., Priester, J., and Hayes, A. (2013) "When, Why, and How Consumers Forgive Brands: The Brand Forgiveness Model," under review at Journal of Consumer Research.
Priester, J. (2013) "Attitudinal Ambivalence: The Causes, Processes Underlying, and Consequences of Simultaneously Possessing Positive and Negative Reactions towards One Attitude Object," Social and Personality Psychology Compass.
Novak, L. A., Priester, J., MacInnis, D. J., and Park, C. W., "Brand Forgiveness: How Close Brand Relationships Influence Forgiveness," in Fournier, S., Breazeale, M., and Fetscherin, M., eds., Consumer-Brand Relationships: Theory and Practice, Routledge/Taylor & Francis Group, London 2012.
Priester, J., and Petty, R. E. (2011) "The pot-holed path to happiness, possibly paved with money: A research dialogue," Journal of Consumer Psychology, 21 (2), 139-141.
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.
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.
Priester, P. E., and Priester, J. (2008) "Exorcizing the Hungry Ghosts: Following the MIddle Path in a 21st-Century Western Culture," PsychCritiques (APA), 53.
Park, C. W., MacInnis, D. J., and Priester, J., "Brand Attachment and a Strategic Brand Exemplar," in Schmitt, B., and Rogers, D., eds., Handbook of Brand and Experience Management, Elgar Publishing, Cheltenham, UK 2008.
Rucker, D. D., Petty, R. E., and Priester, J., "Understanding Advertising Effectiveness from Psychological Perspectives: The Importance of Attitudes and Attitude Strength," in Tellis, G., eds., The Sage Handbook of Advertising, Sage 2007.
Priester, J., MacInnis, D. J., and Park, C. W. (2007) "New Frontiers in Branding: Attitudes, Attachments and Relationships," Society for Consumer Psychology, 26.
Priester, J., Petty, R. E., and Park, K. (2007) "Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions," Journal of Consumer Research, 34 (1), 11-21.
Park, C. W., MacInnis, D. J., and Priester, J. (2006) "Beyond Attitudes: Attachment and Consumer Behavior," Seoul National Journal, 12 (2), 3-36.
Petty, R. E., Cacioppo, J. T., Strathman, A. J., and Priester, J. (2005) "To think or not to think: Exploring two routes to persuasion," Sage.
Priester, J., Nayakankuppam, D., Fleming, M. A., and Godek, J. (2004) "the A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice," Journal of Consumer Research, 30, 574-587.
Priester, J., Dholakia, U. M., and Fleming, M. A. (2004) "When and Why the Background Contrast Effect Emerges: Thought Engenders Meaning by Influencing the Perception of Applicability," Journal of Consumer Research, 31 (3), 491-501.
Priester, J., Godek, J., Nayakankuppum, D., and Park, K. (2004) "Brand Congruity and Comparative Advertising: When and Why Comparative Advertisements Lead to Greater Effectiveness," Journal of Consumer Psychology, 14, 115-123.
Priester, J., and Petty, R. E. (2003) "The Influence of Spokesperson Trustworthiness on Message Elaboration, Attitude Strength and Advertising Effectiveness," Journal of Consumer Psychology, 13, 408-421.
Petty, R. E., Fleming, M. A., Harasty, A. S., and Priester, J. (2002) "Individual-Versus Group-Interest Violation: Surprise as a Determinant of Argument Scrutiny and Persuasion," Social Cognition, 19, 418-442.
Petty, R. E., Priester, J., and Brinol, P. (2002) "Mass Media Attitude Change: Implications of the elaboration likelihood model of persuasion," Erlbaum (2), 155-198.
Priester, J. (2002) "Sex, drugs, and attitudinal ambivalence: How feelings of evaluative tension influence alcohol use and safe sex behaviors," Erlbaum 145-162.
Bagozzi, R., Gurhan-Canli, Z., and Priester, J. (2002) "Social Psychology of Consumer Behavior," Open University Press.
Priester, J., and Petty, R. E. (2001) "Extending the Bases of Subjective Attitudinal Ambivalence: Interpersonal and Intrapersonal Antecedents of Evaluative Tension," Journal of Personality and Social Psychology, 80, 19-34.
Priester, J., Wegener, D. T., Petty, R. E., and Fabrigar, L. F. (1999) "Examining the Psychological Processes Underlying the Sleeper Effect," Media Psychology.
Fabrigar, L. F., Priester, J., Petty, R. E., and Wegener, D. T. (1998) "The impact of attitude accessibility on elaboration of persuasive messages," Personality and Social Psychology Bulletin, 24, 339-352.
Priester, J., and Fleming, M. A. (1997) "Artifact of meaningful theoretical constructs?: Examining evidence for nonbelief- and belief-based attitude change processes," Journal of Consumer Psychology, 6, 67-76.
Haugtvedt, C. P., and Priester, J. (1997) "Conceptual and methodological issues in advertising effectiveness: An attitude strength perspective," Erlbaum 79-93.
Petty, R. E., Fabrigar, L. R., Wegener, D. T., and Priester, J. (1996) "Understanding one's data when interactions are present or hypothesized," Psychological Science, 7 (247-252).
Priester, J., and Petty, R. E. (1996) "The gradual threshold model of ambivalence: Relating the positive and negative bases of attitudes to subjective ambivalence," Journal of Personality and Social Psychology, 71, 431-449.
Priester, J., Cacioppo, J. T., and Petty, R. E. (1996) "The influence of motor processes on attitudes toward novel versus familiar semantic stimuli," Personality and Social Psychology Bulletin, 22, 442-447.
Priester, J., and Petty, R. E. (1995) "Source attribution and persuasion: Perceived honesty as a determinant of message scrutiny," Personality and Social Psychology Bulletin, 21, 639-656.
Petty, R. E., Priester, J., and Wegener, D. T. (1994) "Cognitive Processes in Persuasion," Erlbaum (2), 63-149.
Petty, R. E., Wegener, D. T., Priester, J., Fabrigar, L. R., and Cacioppo, J. T. (1993) "Conceptual and Methodological Issues in the Elaboration Likelihood Model of Persuasion: A reply to the Michigan State Critics," Communication Theory, 3, 336-363.
Cacioppo, J. T., Priester, J., and Berntson, G. (1993) "Rudimentary determinants of Attitudes II: Arm flexion and extension have different effects of attitudes," Journal of Personality and Social Psychology, 65, 5-17.