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.
Yuting Lin, Deborah MacInnis, Andreas Eisingerich
() "Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong ,"Journal of Marketing.
Deborah MacInnis, Vicki Morwitz, Simona Botti, Donna Hoffman, Robert Kozinets, Donald Lehmann, John Lynch, Connie Pechmann
() "Creating Boundary-Breaking Marketing-Relevant Consumer Research ,"Journal of Marketing84, 1-23.
Gerard Tellis, Deborah MacInnis, Seshadri Tirunillai, Wayne Zhang
() "What Drives Virality (Sharing) of Online Digital Content?: The Critical Role of Information, Emotion, and Brand Prominence ,"Journal of Marketing83, 1-20.
() "Autobiograpical Reflections ,"Journal of Historical Research in Marketing: Special Issue on Eminent Scholars in Marketing11, 117-139.
Deborah MacInnis, Carlos Torelli, Choong Park
() "Creating Cultural Meaning in Products and Brands: A Psychological Perspective ,"Journal of Consumer Psychology29, 555-562.
Annie Cui, Michael Walsh, Deborah MacInnis
() "How to Successfully Introduce Logo Designs ,"Journal of Brand Management26, 365-375.
Choong Park, Deborah MacInnis
() "Brand Relationships Emotions and the Self ,"Journal of the Association for Consumer Research3.
Andreas Eisingerich, Deborah MacInnis, Choong Park
() "How Can Marketers Foster Brand Attachment ,"Mapping Out Marketing: Navigation Lessons from the Ivory Trenches.
Choong Park, Deborah MacInnis
() "Introduction to the Special Issue: Brands, Relationships and the Self ,"Journal of the Association for Consumer Research3, 123-129.
Craig Thompson, Deborah MacInnis, Eric Arnould
() "Linking CCT and Consumer Research: Consumers’ Mobilization of Co-Created Resources ,"Consumer Culture Theory.
() "Our Collective Journey: Musings on The Discipline of Consumer Research ,"NA - Advances in Consumer Research 45.
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 Review8, 128-146.
() "Brands as Intentional Agents ,"Journal of Consumer Psychology22.
Leigh Novak, Joseph Priester, Deborah MacInnis, Choong Park
() "Brand Forgiveness: How Close Brand Relationships Influence Forgiveness ,"Consumer-Brand Relationships: Theory and PracticeRoutledge/Taylor & Francis Group, 10, 186-205.
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.
() "The Role of Mixed Emotions in Financial Decision Making ,"Proceedings of the Society for Consumer Psychology.
() "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.
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.