Curtis Haugtvedt

Associate Professor of Marketing

Marketing & Logistics


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 Behavior


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


Haugtvedt, C.P. (in press) Consumer Psychology. In R.F. Baumeister and B. Bushman, Social Psychology and Human Nature, 4th Edition. Cengage Publishers.

Haugtvedt, C.P. (2015) Current Issues and Future Challenges Related to Consumer Privacy in Social Media, Chapter in C. V. Dimofte, C. P. Haugtvedt, and R. F. Yalch, Consumer Psychology in a Social Media World. Routledge Publishers: London and New York.

Haugtvedt, C.P. (2015) A Consumer Psychologist before Consumer Psychology was Sexy. Legends in Consumer Behavior: Jacob Jacoby. J. Sheth, Ed. Sage Publishers.

Cho, S. H., Loibl, C. Geistfeld, L., and Haugtvedt, C.P. (2014) Motivation for Emergency and Retirement Saving: An Examination of Regulatory Focus Theory. International Journal of Consumer Studies, 38, (6) pp. 701-711.

Park, S.H., Yoon, H.J., Cho, S.H., and Haugtvedt, C.P. (2013) Assessing the Provision of Nutritional Information on Quick Service Restaurant Menu Item Choices for College Students. Journal of Foodservice Business Research, 16 (4) pp. 329-346.

Schumann, D.W., Kotoski, M., Ahn, H, and Haugtvedt, C.P. (2012) The Elaboration Likelihood Model. In Advertising Theory. S. Rodgers and E. Thorson, (Eds). Routledge: London.

Lebar, C., Czellar, S, and Haugtvedt, C. (2011) Personal knowledge perceptions and memory for information: when does feeling ignorant make consumers remember more? The Day After : Inspiration, Innovation, lmplementation. 40th EMAC Conference. Ljubljana (Slovenia) : University of Ljubljana, 2011

Haugtvedt, C.P., and Liu, K. (2010) Order Effects. Encyclopedia of Research Methods. Sage Publishers. New York.

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.

Haugtvedt, 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

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.

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.

Teratanavat, R, P., Rucker, D.D., Haugtvedt, C.P., and Hooker, N.H. (2003) Functional Food Labels: Experimental Evidence of the roles of claims and endorsements. Journal of Nutrition. 133 (11s-1): 3868.

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 advertisinginformation. 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.

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 ofrepeated 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.

Kasmer, J.A., Haugtvedt, C.P., and Steidley, T. (1988) The top 200 social psychologists mentioned in recent social psychology textbooks. Contemporary Social Psychology, 31(1), 9-16.

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.


Williams, J., Lee, Wei Na, and Haugtvedt, C.P. (2004). Diversity in Advertising:

Broadening the Scope of Research Directions. Mahwah, N.J.: Erlbaum.

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.

Haugtvedt, C.P., Herr, P.M., and Kardes, F.R. (2008). Handbook of Consumer Psychology, Lawrence Erlbaum Associates: New York and London. (Second Edition in Progress)

Haugtvedt, C.P., and Stibe, A. (2013) Proceedings of the 6th International Conference on Persuasive Technology, PERSUASIVE ’11, Columbus, OH, USA, June 2-5, 2011. ACM2011, ISBN 978-1-4503-0669-0

Dimofte, C., Haugtvedt, C.P, and Yalch, R.M. (2015) Consumer Psychology in a Social Media World. London: Routledge Publishers.


  • BUSML 4201 - Consumer Behavior

    Examines how and why people behave as consumers. Its goals are to provide an understanding of consumer behavior and to provide experience in the application of this knowledge to marketing management and social policy decision making. Prereq: 3250, AcctMIS 2200, 2300, BusOBA 2320, and 2321; and BusMHR 2291 or 2292.

  • BUSML 4252 - Social Marketing & Public Policy

    Examines social marketing, which seeks to benefit a targeted population and the general society rather than a marketer or firm. Non-profit, cause marketing, corporate social responsibility, and sustainability issues are explored. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv.

  • BUSML 4998 - Undergraduate Research in Marketing & Logistics

    Undergraduate Research in Marketing & Logistics for non-honors students. Prereq: BusAdm 2291 or 499, and Jr standing, and permission of instructor. Repeatable to a maximum of 12 cr hrs or 4 completions. This course is progress graded.