Debbie MacInnis
University of Southern California, Marketing, Faculty Member
- Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Market... moreDebbie 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 published over 60 academic articles, and 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 new branding book titled “Brand Admiration: Building a Business that People Love”. She is President of the American Marketing Association’s Consumer Behavior Special Interest Group, a Fellow of the Association of Consumer Research, 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 Dean of Research and Strategy and Vice Dean of the Undergraduate Programs. She has also received the USC 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.edit
Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial... more
Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (1) consumers' intentions to perform difficult behaviors (those they regard as using consumer resources), (2) actual purchase behaviors, (3) brand purchase share (the share of a brand among directly competing brands), and (4) need share (the extent to which consumers rely on a brand to address relevant needs, including those brands in substitutable product categories).
Research Interests:
Page 1. andbook of Brand Relationships Deborah J. Maclnnis C. Whan Park Joseph R. Priester Editors Page 2. Handbook of Brand Relationships Page 3. Page 4. Handbook of Brand Relationships Deborah J. MacInnis C. Whan ...
ABSTRACT A prevailing view is that increased media weight for frequently purchased brands in mature product categories usually does not lead to increases in sales. However, the role of advertising executional cues and viewer responses on... more
ABSTRACT A prevailing view is that increased media weight for frequently purchased brands in mature product categories usually does not lead to increases in sales. However, the role of advertising executional cues and viewer responses on media weight induced sales has not yet been examined. The authors find that whether weight helps or has no sales impact depends on the creative characteristics of the ads and the responses they evoke in viewers. Study 1 showed that real world ads for frequently purchased brands in mature categories were likely to create greater media weight induced sales when they utilized affectively based executional cues. Study 2 found that greater media weight was related to the sales impact of ads that evoked positive feelings and failed to evoke negative feelings in viewers. Hypotheses related to these results are developed within the context of prior work on consumer persuasion (including the ELM), memory processes, and advertising wearout.
Research Interests:
... In a consumer context, the use of imagery in processing both visual and verbal information can enhance memory for product related information (Rossiter 1982; Childers and Houston 1983, 1984; Kisielius 1982; Lutz and Lutz 1977 Rossiter... more
... In a consumer context, the use of imagery in processing both visual and verbal information can enhance memory for product related information (Rossiter 1982; Childers and Houston 1983, 1984; Kisielius 1982; Lutz and Lutz 1977 Rossiter and Percy 1983). ...