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Deborah MacInnis

Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing
Building
HOH
Room / Office
618

PhD, University of Pittsburgh; BA, Smith College

Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought and the Long-Term Contribution Award from the Review of Marketing Research. She has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. Debbie is co-author of a leading textbook on consumer behavior, several edited volumes on branding, and an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure, and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. She has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. She has also received the USC Mellon mentoring award for her mentoring work with faculty. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies.

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Russell Belk, Deborah MacInnis, Manjit Yadav () "Conceptual and Theoretical Papers in Marketing ,"  Journal of Marketing Management.
Annie Cui, Michael Walsh, Deborah MacInnis () "How to Successfully Introduce Logo Designs ,"  Journal of Brand Management.
Martin Reimann, Deborah MacInnis, Valerie Folkes, Arianna Uhalde, Gratiana Pol () "Insight into the Experience of Brand Betrayal From What People Say and What the Brain Reveals ,"  Journal of the Association for Consumer Research  3, 240-254.
Choong Park, Deborah MacInnis () "Brand Relationships Emotions and the Self ,"  Journal of the Association for Consumer Research  3.
Choong Park, Deborah MacInnis () "Introduction to the Special Issue: Brands, Relationships and the Self ,"  Journal of the Association for Consumer Research  3, 123-129.
Lucy Gill-Simmen, Deborah MacInnis, Andreas Eisingerich, Choong Park () "Brand-Self Connections and Brand Prominence as Drivers of Employee Brand Attachment ,"  Academy of Marketing Science Review  8, 128-146.
Andreas Eisingerich, Deborah MacInnis, Choong Park () "How Can Marketers Foster Brand Attachment ,"  Mapping Out Marketing: Navigation Lessons from the Ivory Trenches.
Craig Thompson, Deborah MacInnis, Eric Arnould () "Linking CCT and Consumer Research: Consumers’ Mobilization of Co-Created Resources ,"  Consumer Culture Theory.
Deborah MacInnis () "Our Collective Journey: Musings on The Discipline of Consumer Research ,"  NA - Advances in Consumer Research   45.
Deborah MacInnis, Valerie Folkes () "Humanizing Brands: When Brands Seem to Be Like Me, Part of Me, and in a Relationship with Me ,"  Journal of Consumer Psychology  27, 355-374.
Hae Eun Chun, Kristin Diehl, Deborah MacInnis () "Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment ,"  Journal of Marketing.
Wayne Hoyer, Deborah MacInnis, Rik Pieters () "Consumer Behavior, 7th Edition ,".
Elif Isikman, Deborah MacInnis, Gulden Ulkumen, Lisa Cavanaugh () "The Effects of Curiosity-Evoking Events on Activity Enjoyment ,"  Journal of Experimental Psychology: Applied  22, 319-330.
Deborah MacInnis () "Research Curation on Developing Conceptual Contributions to Consumer Research ,"  Journal of Consumer Research.
Choong Park, Deborah MacInnis, Andreas Eisingerich () "Brand Admiration: Building a Business People Love ,"  Wiley.
Martin Reimann, Antoine Bechara, Deborah MacInnis () "Leveraging the Happy Meal Effect: Substituting Food with Modest-Non Food Incentives Decreases Portion Size Choice ,"  Journal of Experinment Psychology: Applied  21, 276-286.
Martin Reimann, Deborah MacInnis, Antoine Bechara () "Can Smaller Meals Make You Happy? Behavioral, Neurophysiological and Psychological Insights into Motivating Smaller Portion Choice ,"  Journal of the Association for Consumer Research  1, 71-91.
Hae-Eun Chun, Choong Park, Andreas Eisingerich, Deborah MacInnis () "Strategic benefits of low fit brand extensions: when and why ,"  Journal of Consumer Psychology  25, 577-595.
Lisa Cavanaugh, Deborah MacInnis, Allen Weiss () "Perceptual Dimensions Differentiate Emotions ,"  Cognition and Emotion.
Choong Park, Deborah MacInnis, Andreas Eisingerich () "Brand Architecture Design and Brand Naming Decision ,"  Routledge Companion to Brand Management.
Deborah MacInnis, Choong Park () "Brand Meaning Management ,"  Review of Marketing Research  12, 2015.
Deborah MacInnis, Choong Park () "New Perspectives and Future Research Issues on Brand Meaning Management ,"  Emerald Insight; Review of Marketing Research; Series Editor Naresh Malholtra.
Martin Reimann, Deborah MacInnis, Gergana Nenkov, Maureen Morrin () "The Role of Hope in Financial Decision Making ,"  Journal of Experimental Psychology: Applied, forthcoming.
Hae Eun Chun, Choong Park, Andreas Eisingerich, Deborah MacInnis () "Strategic benefits of low fit brand extensions: when and how? ,"  Journal of Consumer Psychology   25, forthcoming.
Deborah MacInnis () "Brands as Intentional Agents ,"  Journal of Consumer Psychology  22.
Leigh Novak, Joseph Priester, Deborah MacInnis, Choong Park () "Brand Forgiveness: How Close Brand Relationships Influence Forgiveness ,"  Consumer-Brand Relationships: Theory and Practice  Routledge/Taylor & Francis Group, 10, 186-205.
Deborah MacInnis () "A Framework for Conceptual Contributions in Marketing ,"  Journal of Marketing  75, 138-154.
Deborah MacInnis () "Human:Behavior: To Resist Temptation: Forget Guilt" ,"  Los Angeles Times.
Christine Porath, Deborah MacInnis, Valerie Folkes () "It's Unfair: Why Customers Who Merely Observe an Uncivil EMployee Abandon the Company ,"  Journal of Service Research  14, 302-317.
Leigh Anne Novak Donovan, C. Whan Park, Joseph Priester, Deborah MacInnis () "Brand Forgiveness: How Close Brand Relationships Influence Forgiveness ,"  Consumer-Brand Relationships: Theory and Applications, 184-203.
Deborah MacInnis () "The Role of Mixed Emotions in Financial Decision Making ,"  Proceedings of the Society for Consumer Psychology.
Joseph Priester, Choong Park, Deborah MacInnis, Andreas Eisingerich, Dawn Iacobucci () "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers ,"  Journal of Marketing  74, 1-17.
Deborah MacInnis, Gergana Nenkov, Maureen Morrin, Martin Reimann, Antoine Bechara () "Hope and Hopefulness: Differentiating Impact on Consumer Risk Taking ,"  Journal of Consumer Psychology.
Christine Porath, Deborah MacInnis, Valerie Folkes () "Witnessing Incivility Among Employees: Effects on Consumer Anger, Global Judgments and Repatronage ,"  Journal of Consumer Research  37, 292-302.
Deborah MacInnis, Valerie Folkes () "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies ,"  Journal of Consumer Research  36, 899-914.
Deborah MacInnis () "Commentary on the Scholarly Career Contributions of Naresh Malholtra ,"  Legends in Marketing: Naresh Malhotra.
Gergana Nenkov, Deborah MacInnis, Maureen Morrin, Martin Reimann () "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.
Choong Park, Deborah MacInnis, Xavier Dreze, Jonathan Lee () "Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity Measure ,"  Brands and Brand Management: Contemporary Research Perspectives  Psychology Press, 8, 159-188.
Gergana Nenkov, Deborah MacInnis, Maureen Morrin () "How do Emotions Influence Saving Behavior ,"  Center for Retirement Research, 1-10.
Vanessa Patrick, Hae Eun Chun, Deborah MacInnis () "Affective Forecasting and Self-Control: When Anticipating Pride Wins Over Other Emotions in a Self-Regulation Context ,"  Journal of Consumer Psychology.
Choong Park, Deborah MacInnis, Joseph Priester () "Brand Attachment: Construct, Consequences and Causes ,"  Foundations and Trends in Marketing  1, 190-230.
Deborah MacInnis, Choong Park, Joseph Priester () "Handbook of Brand Relationships ,"  ME Sharpe.
Deborah MacInnis, Zhong Wan () "Misperception and Confusion as Unintended Consequences of Warning Labels ,"  Marketing and Public Policy Conference.
C. Park, Joseph Priester, Deborah MacInnis, Zhong Wan () "The Connection-Prominence Attachment Model (CPAM) ,"  Handbook of Brand Relationships  M. E. Sharpe, 17, 327-341.
Allen Weiss, Nicholas Lurie, Deborah MacInnis () "Listening to Strangers: Whose Responses are Valuable, How Valuable Are They, and Why? ,"  Journal of Marketing Research  45, 425-436.
Choong Park, Deborah MacInnis, Joseph Priester () "Brand Attachment and a Strategic Brand Exemplar ,"  Handbook of Brand and Experience Management, Ch 1, 1-17.
Joseph Priester, Deborah MacInnis, Choong Park () "New Frontiers in Branding: Attitudes, Attachments and Relationships ,"  Society for Consumer Psychology  26.
Vanessa Patrick, Deborah MacInnis, C. Park () "Not as Happy as I Thought I'd be? The Role of Affective Misforecasting in Consumer Satisfaction ,"  Journal of Consumer Research  33, 479-490.
Hae Eun Chun, Deborah MacInnis, Vanessa Patrick () "Making Prudent vs. Impulsive Choices: The Role of Anticipated Shame and Guilt on Consumer Self-Control. ,"  Advances in Consumer Research  34, 715-719.
Gustavo DeMello, Deborah MacInnis, David Stewart () "Threats to Hope: Effects on Reasoning about Product Information ,"  Journal of Consumer Research  34, 153-161..
Deborah MacInnis, Hae Eun Chun () "Understanding Hope and its Implications for Consumer Behavior: Hope Therefore I Consume ,"  Foundations and Trends in Marketing  1, 97-189.
Choong Park, Deborah MacInnis () "What's in and what's out: Questions over the boundaries of the attitude construct ,"  Journal of Consumer Research  33, 16-18.
Vanessa Patrick, Deborah MacInnis () "Spotlight on Affect: The I-R Model and the Role of Affect in Self-Regulation ,"  Journal of Consumer Psychology  16, 224-231.
Choong Park, Deborah MacInnis, Joseph Priester () "Beyond Attitudes: Attachment and Consumer Behavior ,"  Seoul National Journal  12, 3-36.
Deborah MacInnis, Vanessa Patrick, C. Park () "Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior ,"  Review of Marketing Research  2, 43-80.
Joseph Johnson, Gerard Tellis, Deborah MacInnis () "Winners, Losers, and Biased Trades ,"  Journal of Consumer Research  32, 324-330.
Gerard Tellis, Rajesh Chandy, Deborah MacInnis, Pattana Thaivanich () "Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, and for How Long? ,"  Marketing Science  24.
Deborah MacInnis () "Them vs. Us: Woes on the Bifurcation of the Academic Marketing Discipline ,"  Journal of Marketing  69, 14-16.
Vanessa Patrick, Deborah MacInnis () "Why Feelings Stray: Sources of Affective Misforecasting in Consumer Behavior ,"  Advances in Consumer Research  Association for Consumer Research  32.
Gustavo DeMello, Deborah MacInnis () "How and Why Consumers Hope: Motivated Reasoning and the Marketplace ,"  Inside Consumption: Consumer Motives, Goals, and Desires  Routledge, 44-66.
Deborah MacInnis () "Presidential Address: Finding Legs: Generativity and the Everyday Language of the Consumer ,"  Advances in Consumer Research  Association for Consumer Research  32, 1-5.
Deborah MacInnis, Changjo Yoo () "The Brand Attitude Formation Process of Emotional and Informational and Emotional Ads" ,"  Journal of Business Research  58 , 1395-1403.
Deborah MacInnis, Gustavo DeMello () "The Concept of Hope and its Relevance to Product Evaluation and Choice ,"  Journal of Marketing  69, 1-14.
Matthew Thomson, Deborah MacInnis, Choong Park () "The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands ,"  Journal of Consumer Psychology  15, 77-91.
Matthew Thomson, Deborah MacInnis, Choong Park () "The Ties that Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands ,"  Journal of Consumer Psychology  15, 77-91.
Deborah MacInnis () "Learning about Learning ,"  Association for Consumer Research, 1-3.
Deborah MacInnis, Changjo Yoo () "Same or Different: Distance and Variation as Factors Affecting the Similarity between Two Product Categories ,"  Psychology & Marketing  21, 209-217.
Deborah MacInnis, Gustavo DeMello, Vanessa Patrick () "Creating Hope in Internet and Advertising Contexts ,"  International Journal of Internet Marketing and Advertising  1, 174-195.
Gustabo DeMello, Deborah MacInnis, David Stewart () "Goal-Motivated Reasoning: The Lure of the "Yes, I Can" Conclusion ,"  Advances in Consumer Research  Association for Consumer Research  31, 466.
Sung Youl Jung, Deborah MacInnis, C.W. Park () "Price Perceptions in Brand Extensions: Formation and Impact on Brand Extension Evaluation ,"  Advances in Consumer Research, Vol 31, 137-142.
Deborah MacInnis () "Responsibilities of a Good Reviewer: Lessons from Kindergarten ,"  Journal of the Academy of Marketing Science  31, 344-346.
Gustavo DeMello, Deborah MacInnis, Valerie Folkes () "Hoping There's Nothing to Fear: A Matter of Framing ,"  Advances in Consumer Research  Association for Consumer Research  29.
Deborah MacInnis, Amber Rao, Allen Weiss () "Assessing When Increased Media Weight of Real-World Advertisements Helps Sales ,"  Journal of Marketing Research  39, 391-407.
Bernard Jaworski, Deborah MacInnis, Ajay Kohli () "Generating Competitive Intelligence in Organizations ,"  Journal of Market Focused Management  5, 209-217.
Deborah MacInnis, Amber Rao, Allen Weiss () "Repetition Effects in the Real World: Assessing When and Why Increased Media Weight Helps Aggregate Sales ,"  Marketing Science Institute Working Paper Series.
Vanessa Patrick, Deborah MacInnis, Valerie Folkes () "Approaching What We Hope For and Avoiding What We Fear: The Role of Possible Selves in Consumer Behavior ,"  Advances in Consumer Research  Association for Consumer Research  29, 270-276.
Deborah MacInnis, Stewart Shapiro, C. Park () "Understanding Program Induced Mood Effects: Decoupling Arousal from Valence ,"  Journal of Advertising  31, 15-26.
Rajesh Chandy, Gerard Tellis, Deborah MacInnis, Pattana Thaivanich () "What to Say When: Advertising Appeals in Evolving Markets ,"  Journal of Marketing Research  38, 399-414.
Gayathri Mani, Deborah MacInnis () "Imagery Instructions, Imagery Processes and Visual Persuasion ,"  Advertising and Consumer Psychology.
David Ackerman, Valerie Folkes, Deborah MacInnis () "Social Comparisons of Possessions: When It Feels Good and When It Feels Bad ,"  Advances in Consumer Research  Association for Consumer Research  27.
Stewart Shapiro, Deborah MacInnis, Susan Heckler () "An Experimental Method for Studying Unconscious Perception ,"  Psychology and Marketing  16, 459-477.
Deborah MacInnis, Stewart Shapiro, Gayathri Mani () "Enhancing Brand Awareness Through Brand Symbols ,"  Advances in Consumer Research  Association for Consumer Research  26.
Allen Weiss, Erin Anderson, Deborah MacInnis () "Reputation Management as a Motivation for Sales Structure Decisions ,"  Journal of Marketing  63, 74-89.
Changjo Yoo, Jonghee Park, Deborah MacInnis () "The Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitudes ,"  Journal of Business Research  42, 253-263.
Sandeep Krishnamurthy, Deborah MacInnis () "A Contingency Framework of Want Formation: The Role of the Felt Deprivation Construct ,"  Proceedings of the AMA Winter Educator's Conference  American Marketing Association.
Edward Kamp, Deborah MacInnis () "Characteristics of Portrayed Emotions in Commercials: When Does What is Shown in Ads Affect Viewers ,"  Journal of Advertising Research  35, 19-28.
Stewart Shapiro, Susan Heckler, Deborah MacInnis () "Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes ,"  Measuring Advertising Effectiveness, 27-44.
Kent Nakamoto, Deborah MacInnis, Hyung-Shik Jung () "Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluation of Brand Extensions ,"  Brand Equity and Advertising, 281-298.
Deborah MacInnis, Douglas Stayman () "Focal and Emotional Integration: Constructs, Measures and Preliminary Evidence ,"  Journal of Advertising  22, 51-66.
Han Minhi, Choong Park, Deborah MacInnis () "The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function ,"  Journal of Advertising, 37-46.
Deborah MacInnis, Kent Nakamoto, Gayathri Mani () "Cognitive Associations and Product Category Comparisons ,"  Advances in Consumer Research  Association for Consumer Research  19, 260-267.
Stewart Shapiro, Deborah MacInnis () "Mapping the Relationship Between Preattentive Processing and Attitudes ,"  Advances in Consumer Research  Association for Consumer Research  19, 505-513.
Deborah MacInnis, Linda Price () "An Exploratory Study of the Effects of Imagery and Experience on Expectations and Statisfaction ,"  Advances in Consumer  Association for Consumer Research  17, 41-47.
Deborah MacInnis, Christine Moorman, Bernard Jaworski () "Enhancing Consumers' Motivation, Ability and Opportunity to Process Brand Information from Ads: Conceptual Framework and Managerial Implications ,"  Journal of Marketing  55, 32-53.
Dipankar Chakravarti, Deborah MacInnis, Kent Nakamoto () "Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies ,"  Advances in Consumer Research  Association for Consumer Research  17, 910-916.
Deborah MacInnis, Choong Park () "The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads ,"  Journal of Consumer Research  18, 161-173.
Deborah MacInnis, Bernard Jaworski () "Enhancing the Managerial Relevance of Information Processing Theory in an Advertising Context ,"  Marketing Science Institute Working Paper Series, 90-104.
Deborah MacInnis, Bernard Jaworski () "Toward an Integrative Theory of Information Processing from Advertising ,"  Marketing Science Institute Working Paper Series  Report # 90-100.
Deborah MacInnis, Bernard Jaworski () "Two-Routes to Persuasion Models in Advertising: Review, Critique and Research Directions ,"  Review of Marketing, 1-25.
Bernard Jaworski, Deborah MacInnis () "Marketing Job and Management Controls: Toward a Framework ,"  Journal of Marketing Research  26, 406-419.
Deborah MacInnis, Bernard Jaworski () "Information Processing from Advertisements: Towards an Integrative Framework ,"  Journal of Markting  53, 1-23.
Bernard Jaworski, Deborah MacInnis () "On Being an Informant in the Consumer Behavior Odyssey ,"  In Highways and Buyays.
Deborah MacInnis () "Constructs and Measures of Individual Differences in Imagery Processings ,"  Advances in Consumer Research, Vol 14, 88-92.
Bernard Jaworski, Deborah MacInnis () "On the Meaning of Data: Historical and Contemporary Perspectives ,"  Marketing Theory.
Deborah MacInnis, Linda Price () "The Role of Imagery in Information Processing ,"  Journal of Consumer Research  13, 473-91.
C. Park, Bernard Jaworski, Deborah MacInnis () "Strategic Brand Concept/Image Management ,"  Journal of Marketing  50, 135-145.
Deborah MacInnis, Meera Venkatraman () "The Epistemic and Sensory Exploratory Behaviors of Hedonic and Cognitive Consumers ,"  Advances in Consumer Research, 102-107  12.
Deborah MacInnis, Bernard Jaworski () "Revitalizing Dormant Ideas ,"  Scientific Method in Marketing.
Bernard Jaworski, Deborah MacInnis, William Sauer () "Participation and Investment in Family Decision Making ,"  Marketing to the Changing Household: Management and Research Perspectives, 265-277.
Glen Elder Jr., Deborah MacInnis () "Achievement Imagery in Women's Lives from Adolescence to Adulthood ,"  Journal of Personality and Social Psychology  45, 394-404.
Deborah MacInnis, Randy Frost () "The Cognitive Bias Questionnaire: Further Evidence ,"  Journal of Personality Assessment  47, 173-177.