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Curtis P. Haugtvedt

Associate Professor of Marketing








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