Curtis P. Haugtvedt

Professor Haugtvedt is a Consumer Psychologist.  His basic training is in Social Psychology and his primary program of research focuses on the general issue of persuasion and attitude strength. Specific interests lie in the study of attitude formation and change processes and factors associated with attitude persistence and resistance. Related research interests include the study of personality variables in consumer behavior, social psychological and e-marketing research, attitude-behavior consistency, message order presentation effects, self-generated attitude change processes, memory-judgment relationships, and the development of computer-mediated behavioral research methodologies.  Applied research interests focus on issues associated with the development and maintenance of brand equity and measures of brand equity and advertising effectiveness.   He also conducts research on marketing issues associated with health, the envrionment, and sustainability.  Professor Haugtvedt teaches courses at the undergraduate, MBA,  Ph.D., and Executive Education levels on the topics of consumer behavior, consumer psychology, advertising and promotion, and e-marketing.

Dr. Haugtvedt has presented his research in Denmark, the Netherlands, France, Germany, Croatia, Norway, Sweden, South Korea, Hong Kong, mainland China and major universities in the United States.  He has also served as a visiting Professor in Denmark, Norway, France, mainland China, Germany, and Croatia.

Haugtvedt's research has appeared in the Journal of Personality and Social Psychology, Journal of Consumer Research, Journal of Consumer Psychology, Communication Monographs, Psychology and Marketing, Advances in Consumer Research, and numerous book chapters. He is co-editor of the Handbook of Consumer Psychology (2008), Online Consumer Psychology (2005), and Diversity in Advertising (2004).   Professor Haugtvedt is the founder and Editor of the Marketing and Consumer Psychology book series (Psychology Press, a division of Routledge/Taylor Francis).    He is a frequent reviewer for the major psychology and marketing journals, and serves or has served as a member of editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology, Academy of Marketing Science Review, the Journal of Interactive Advertising, Psychology and Marketing, and the Journal of Advertising.  He also serves as reviewer for the National Science Foundation, Research Council of Norway, Danish Research Council, and the Social Sciences and Humanities Research Council of Canada.

Dr. Haugtvedt is former associate editor of the Journal of Consumer Psychology and served as President of the Society for Consumer Psychology (Division 23 of the American Psychological Association).  He has served as the co-chair of numerous conferences for the Society for Consumer Psychology, American Psychological Association, American Marketing Association, and the Academy of Marketing Science.  In 2005, he served as co-chair of the LaLonde Conference on Consumer Behavior (La Londe les Maures, France) and now serves as a member of the permanent scientific committee.   For many years, Professor Haugtvedt served on the board of trustees for the Business and Technology Center in Columbus, a high technology business incubator. A recipient of Fisher College teaching awards for technology and innovation in the classroom, he was also selected as Marketing Professor of the Year in 2006 and 2007 by students in the Fisher College.  He was also selected as the Columbus Ohio Professional Chapter Marketing Educator of the Year in 2007.  In 2009, he received the Society for Consumer Psychology Distinguished Service Contribution Award.  At Ohio State, Professor Haugtvedt holds an appointment in the Department of Marketing and Logistics in the Fisher College of Business and a courtesy appointment in the Department of Psychology in the College of Arts and Sciences.  He holds a B.A. in Sociology/Criminal Justice and a B.S. in Psychology from North Dakota State University and M.A. and Ph.D. degrees in Experimental Social Psychology/Marketing from the University of Missouri-Columbia.

Areas of expertise

  • Consumer Psychology
  • Attitude formation and change, attitude strength
  • Personality variables in consumer behavior
  • Computer-based behavioral research
  • Diversity in advertising


  • PhD in Social Psychology, University of Missouri-Columbia
  • MA, University of Missouri-Columbia
  • BS, North Dakota State University
  • BA, North Dakota State University


Liu, K, and Haugtvedt, C. Regulatory focus and Health Persuasion. OSU Dept. of Marketing Brown Bag Series, Feb. 2008.

Ye, G. Haugtvedt, C.P., Van Raaj, F. Endowment Effect as Inertia Equity in Brand Switching. Association for Consumer Research Conference. Orlando, FL. Sept. 2006.

Haugtvedt, C.P. Multiple Roles for Persuasion Variables and Consumer Satisfaction, BI, The Norwegian School of Management, Oslo, August, 2006

Haugtvedt, C. P. Recent Research in Attitude Change and Persuasion. NHH, Bergen, Norway. September, 2005

Haugtvedt, C.P. , Contemporary Issues in Attitude Change Processes, European Association for Consumer Research, June 2005, Goteborg, Sweden.

Haugtvedt, C. Nutrition Labeling and Persuasion, College of Human Ecology Research Presentation, April, 2005.

Haugtvedt, C., and Samuelsen, B. Contextual Priming and Elaboration. Group for Attitudes and Persuasion, Dept. of Psychology, Ohio State University, March 2005.

Haugtvedt, C. Nutrition Labeling and Elaboration. Center for Health Policy Outcomes Evaluations (HOPES), School of Public Health, Ohio State University, Feb. 2005.

Haugtvedt, C.P., Machleit, K., and Yalch, R. (2005) Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World. Mahwah, N.J.: Erlbaum. 551 pp.

Shakarchi, R.J., and Haugtvedt, C.P., Prompting elaboration by restricting choice. Asia Pacific Association for Consumer Research Conference, Seoul, Korea, May 2004.

Haugtvedt, C.P, Kasmer, J.A., and Park, M. Empathy in Consumer Psychology Research: An Elaboration Likelihood Model Perspective. Annual Meeting of the American Psychological Association, Honolulu, Hawaii, July 2004.

Haugtvedt, C.P., Kasmer, J.A.,Samuelsen, B., Hansen, H., and Lorentzen, B. An Elaboration Likelihood Model Analysis of Consumer Satisfaction and Dissatisfaction. Annual Meeting of the American Psychological Association, Honolulu, Hawaii, July 2004.

Teratanavat, R., Hooker, N., Haugtvedt, C.P., & Rucker, D., Effects of health information on product labels: Consumer attitudes and buying intentions for functional foods. Presented at the IFT Annual Meeting, Chicago, July 2003.

Teratanavat, R, Rucker, D., Haugtvedt, C.P., & Hooker, N.H. Functional Food Labels:

Experimental Evidence of the Role of Diet and Health Knowledge. August, 2003.

Journal Articles

  • Schumann, D.W., Haugtvedt, C.P., Davidson, E. (2008) History of Consumer Psychology. In The Handbook of Consumer Psychology, C.P. Haugtvedt, P. Herr, and F. Kardes (Eds). Lawrence Erlbaum Associates: New York and London. (pp.3-30).
  • Haugvedt, C.P., Liu, K., and Min, S. (2008) Individual Differences: Tools for Theory
    Testing and Understanding in Consumer Psychology Research. In The Handbook of Consumer Psychology,
    C.P. Haugtvedt, P. Herr, and F. Kardes (Eds). Lawrence Erlbaum Associates: New York and London. (pp. 1161-1176).
  • Haugtvedt, C.P, and Kasmer J.A. Attitude Change and Persuasion. (2008) In The Handbook of Consumer Psychology, C.P.
  • Haugtvedt, P. Herr, and F. Kardes (Eds). Lawrence Erlbaum Associates: New York and London. (pp. 419-436).
  • Haugtvedt, C.P. (2007) Consumer Psychology. Encyclopedia of Social Psychology. R. Baumeister and K. Vohs (Eds). Sage Publishers. New York.
  • Haugtvedt, C.P. (2006) Consumer Behavior: Terms and Concepts. Dictionary of Psychology, Washington, D.C.: American Psychological Association.
  • Haugtvedt, C.P., Machleit, K., and Yalch, R. (2005). Introduction. In C.P. Haugtvedt, K.Machleit, and R. Yalch (Eds). Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World. Mahwah, NJ. Erlbaum
  • Haugtvedt, C.P., Shakarchi, R.J., Samuelsen, B., and Liu, K. (2004). Consumer Psychology and Attitude Change. In E.S. Knowles and J.A. Linn (Eds.), Resistance and Persuasion. Mahwah, NJ. Erlbaum
  • Shakarchi, R.J., and Haugtvedt, C.P. (2004). Differentiating Individual Differences in Resistance to Persuasion. In E.S. Knowles and J.A. Linn (Eds.), Resistance and Persuasion. Mahwah, NJ. Erlbaum.
  • Rha, JY, Heilig, J., Ernst, S., Widdows, R., Haugtvedt, C., and Hooker, N. (2001) Product and Firm Quality Signaling in E-Business: Interstices for Small Business. Journal of Business and Entrepreneurship, Vol. 13, 20-31.
  • Pullins, E.B, Haugtvedt, C.P., Dickson, P.R. Fine, L., Lewicki, R.J. (2001), Individual Differences in Intrinsic Motivation and the Use of Cooperative Negotiation Tactics, Journal of Business and Industrial Marketing, 15 (7), 477-478.
  • Funk, D, C., Haugtvedt, C.P., and Howard, D.J. (2000) Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications, Sport Management Review, 3, 125 144.
  • Haugtvedt, C.P. (2000) Consumer Psychology, Encyclopedia of Psychology, New York, N.Y.: Oxford University Press.
  • Roehm, H.A. & Haugtvedt, C.P. (1999) Interactive Communications via the WWW: Implications for Theory and Practice, (pp. 27-40) Chapter in D.W. Schumann and E. Thorson (Eds.), Advertising and the World Wide Web, Mahwah, N.J.: Erlbuam.
  • Haugtvedt et al (OSU Consumer Psychology), (1997) Beyond Fact or Artifact: An assessment of Fishbein and Middlestadt's perspectives on attitude change processes, Journal of Consumer Psychology, 6, 99-106.
  • Haugtvedt, C.P., & Priester, J.R. (1997). Conceptual and methodological issues in advertising effectiveness: An attitude strength perspective. In W. Wells (Ed.) Measuring Advertising Effectiveness. Mahwah, N.J.: Erlbaum Associates.
  • Unnava, H. R., Agarwal, S., & Haugtvedt, C.P. (1996) The interactive effects of presentation modality and message-generated imagery on recall of advertising information. Journal of Consumer Research, 23, 81-87.
  • Petty, R.E., Haugtvedt, C.P., & Smith, S.M. (1995). Message elaboration as a determinant of attitude strength. In R.E. Petty & J. A. Krosnick (Eds.) Attitude Strength: Antecedents and Consequences. Hillsdale, NJ: Erlbaum.
  • Smith, S.M., Haugtvedt, C.P., Jadrich, J.M., & Anton, M.R. (1995). Personality moderates responses to advertising sex appeals. Advances in Consumer Research, 22, 735-739. 4 Smith S. M. and Haugtvedt, C.P. (1995). Pro-environmental attitudes and behavior: Implications of understanding basic attitude change processes and attitude structure for enhancing behavior.
  • Chapter in M. Polonsky and A. Mintu (Eds.) New Developments in Environmental Marketing: Advances in Theory, Research, and Practice. Hayworth Press.
  • Smith, S.M., Haugtvedt, C.P., & Petty, R.E. (1994). Attitudes and recycling: Does the measurement of affect enhance behavioral prediction? Psychology and Marketing. 11, 359-374.
  • Smith, S.M., Haugtvedt, C.P., & Petty, R.E. (1994). Need for cognition and the effects of repeated expression on attitude accessibility and extremity. Advances in Consumer Research, 21, 234-237.
  • Haugtvedt, C.P., Schumann, D.W., Schneier, W., and Warren, W. (1994). Advertising repetition and variation strategies: Implications for understanding attitude strength. Journal of Consumer Research. 21, 176-189.
  • Haugtvedt, C.P., & Wegener, D.T. (1994). Message order effects in persuasion: An attitude strength perspective. Journal of Consumer Research. 21, 205-218.
  • Unnava, H.R., Blackwell, R.D., Haugtvedt, C.P., and Mobley, A (1994) Communications in global markets. In S. Hassan and R. Blackwell (Eds.) Global Marketing: Perspectives and Cases. Dryden Press. 253 - 271.
  • Haugtvedt, C.P, Leavitt, C., & Schneier, W. (1993), Cognitive strength of established brands: Memory, attitudinal, and structural approaches. In D. Aaker and A. Biel (Eds.). Brand Equity and Advertising. Hillsdale, NJ: Erlbaum. (pp. 247-261).
  • Owen, R. S. & Haugtvedt, C.P. (1993), Time and Consumer Information Load. Developments in Marketing Science, 16, 55-59.
  • Petty, R.E., Cacioppo, J.T., and Haugtvedt, C.P. (1992), Ego-involvement and persuasion: An appreciative look at the Sherifs’ contribution. Chapter in D. Granberg and G. Sarup (Eds.) Social Judgment and Intergroup Relations: Essays in Honor of Muzafer Sherif. New York: Springer-Verlag. (pp. 147-174)
  • Haugtvedt, C.P., Petty, R.E., & Cacioppo, J.T. (1992), Need for Cognition and advertising: Understanding the role of personality variables in consumer behavior.Journal of Consumer Psychology, 1, 239-260.
  • Haugtvedt, C.P., and Petty, R.E. (1992). Personality and persuasion: Need for cognition moderates the persistence and resistance of attitude changes. Journal of Personality and Social Psychology, 63, 308-319.
  • Haugtvedt, C.P., and Strathman, A. (1990). Situational product relevance and attitude persistence. Advances in Consumer Research,17, 766-799.
  • Haugtvedt, C.P., and Petty, R.E., (1989) Need for cognition and attitude persistence. Advances in Consumer Research, 16, 33-36.
  • Haugtvedt, C.P. (1989). Persistence and Resistance of Communication-Induced Attitude Changes. Proceedings of the Society for Consumer Psychology, 111-115.
  • Haugtvedt, C.P., Petty, R.E., Cacioppo, J.T., and Steidley, T. (1988). Personality and ad effectiveness: Exploring the utility of need for cognition. Advances in Consumer Research, 15, 209-212.
  • Petty, R.E., Cacioppo, J.T., Kasmer, J.A., and Haugtvedt, C.P. (1987). A reply to Stiff and Boster. Communication Monographs, 54, 257-263.
  • Petty, R.E., Kasmer, J.A., Haugtvedt, C.P., and Cacioppo, J.T. (1987). Source and message factors in persuasion: A response to Stiff's critique of the Elaboration Likelihood Model. Communication Monographs,54, 233-249.
  • Arkin, R. M., and Haugtvedt, C.P. (1984). Test-anxiety, task difficulty and diagnosticity: The roles of cognitive interference and fear of failure as determinants of choice of task. Chapter in H. van der Ploeg, R. Schwarzer, and C.D. Speilberger, (Eds.), Advances in Test Anxiety Research, Vol. 3, Hillsdale, N.J.: Erlbaum. (pp. 147-162).
  • McCaul, K.D., and Haugtvedt, C.P. (1982). Attention, distraction, and cold pressor pain. Journal of Personality and Social Psychology, 43, 154-162.
  • Sampaio, M., Zinn, W., Haugtvedt, C. P. Managerial response to stockouts. Invited revision, Journal of Retailing.
  • Jung, J., Hwang, Y, and Haugtvedt, C.P. Individual Differences in Chronic Self-Construal: Implications for External Information Search and Consumer Decision Processes. Invited Revision, Journal of Consumer Psychology
  • Rortveit, A., Haugtvedt, C.P., and Olsen, S.O. Goal Derived Categories and Convenience: Influences on Consideration Set Formation. Manuscript under review at the Journal of Business Research.
  • Jung, J., Jones, J.M., and Haugtvedt, C.P. State Pride Programs and Marketing beyond the borders. Under review, Journal of Marketing Theory and Practice.
  • Williams, J., Lee, Wei Na, and Haugtvedt, C.P. (2004). Diversity in Advertising: Broadening the Scope of Research Directions. Mahwah, N.J.: Erlbaum. 447 pp.


  • E-mail

    (614) 292-6228

    (614) 292-0879

    Department of Marketing & Logistics
    Fisher College of Business
    The Ohio State University
    520 Fisher Hall
    2100 Neil Avenue
    Columbus, OH 43210


More Information