Education. Research Interests. Teaching Interests. Academic Experience. Editorial Service

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1 August 1, 2003 Curriculum Vita Joseph R. Priester University of Michigan School of Business 701 Tappan Street, Ann Arbor, MI (734) (work), (734) (home) Education Ph.D., Social Psychology, Ohio State University, September, Advisor: Richard E. Petty. Title: "Examining the bases of attitudinal ambivalence through tests of competing models: The Threshold Model of Ambivalence." Minor areas: Quantitative Methods and Philosophy of Science. M.A., Social Psychology, Ohio State University, March Advisor: Richard E. Petty. Title: "The effects of expectancy and outcome on perceptions of a communicator and consequent message processing." B. A. Psychology, University of Iowa, May, Research Interests My research focuses on examining the psychological processes underlying social and consumer behavior, especially as related to attitudes and persuasion. Teaching Interests I have taught M.B.A. courses on Marketing Management, Marketing Strategy, and Consumer Behavior. I have taught undergraduate courses on Principles of Marketing and Marketing Research. In addition, I have taught the Marketing component for a specialized Executive Education program (MBA Essentials) for AT Kearney. Academic Experience Assistant Professor of Marketing, Fordham University, August, 1994 to May, Assistant Professor of Marketing, University of Michigan, July, 1996 to present. Editorial Service Associate Editor: Journal of Consumer Research (July 1, 2002 to present) Editorial Board Member: Journal of Advertising Research (1997-present) Journal of Consumer Psychology (1998-present)

2 Publications Books Bagozzi, Richard, Gurhan-Canli, Zeynep, & Priester, Joseph (2002). Social Psychology of Consumer Behavior. London: Open University Press (International Series in Social Psychology). Book Chapters Petty, Richard E., Cacioppo, John T., Strathman, Allen J., & Priester, Joseph R. (1994). To think or not to think: Exploring two routes to persuasion (pp ). In T. Brock & S. Shavitt (Eds.), Psychology of Persuasion. Needham Heights, MA: Allyn Bacon. Petty, Richard E., & Priester, Joseph R. (1994). Mass media attitude change: Implications of the elaboration likelihood model of persuasion (pp ). In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research. Hillsdale, N. J.: Erlbaum. Petty, Richard E., Priester, Joseph R., & Wegener, Duane T. (1994). Cognitive processes in persuasion (pp ). In T. Wyer, & T. Srull (Eds.), The handbook of social cognition. (2nd edition). Hillsdale, NJ: Erlbaum. Haugtvedt, Curtis P., & Priester, Joseph R. (1997). Conceptual and methodological issues in advertising effectiveness: An attitude strength perspective (pages 79-93).. In T. Jonas, & W. Wells (Eds.), Measuring Advertising Effectiveness. Hillsdale, NJ: Erlbaum. Petty, Richard E., Priester, Joseph R, & Brinol, Pablo (2002). Mass media attitude change: Implications of the elaboration likelihood model of persuasion. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (2nd ed., pp ). Hillsdale, NJ: Erlbaum. Priester, Joseph R. (2002). Sex, drugs, and attitudinal ambivalence: How feelings of evaluative tension influence alcohol use and safe sex behaviors. In W. Crano & M. Burgoon (Eds.), Mass Media and Drug Prevention (pp ). Hillsdale, NJ: Erlbaum. Refereed Journal Articles Cacioppo, John T., Priester, Joseph R., & Berntson, Gary (1993). Rudimentary determinants of Attitudes II: Arm flexion and extension have differential effects on attitudes. Journal of Personality and Social Psychology, 65, Petty, Richard E., Wegener, Duane T., Fabrigar, Leandre R., Priester, Joseph R., & Cacioppo, John T. (1993). Conceptual and methodological issues in the Elaboration Likelihood Model of persuasion: A reply to the Michigan State critics. Communication Theory, 3, Priester, Joseph R., & Petty, Richard E. (1995). Source attribution and persuasion: Perceived honesty as a determinant of message scrutiny. Personality and Social Psychology Bulletin, 21, Petty, Richard E., Fabrigar, Leandre R., Wegener, Duane T., & Priester, Joseph R (1996).

3 Understanding one's data when interactions are present or hypothesized. Psychological Science, 7, Priester, Joseph R., Cacioppo, John T., & Petty, Richard E. (1996). The influence of motor processes on attitudes toward novel versus familiar semantic stimuli. Personality and Social Psychology Bulletin, 22, Priester, Joseph R., & Petty, Richard E. (1996). The gradual threshold model of ambivalence: Relating the positive and negative bases of attitudes to subjective ambivalence. Journal of Personality and Social Psychology, 71, Priester, Joseph R., & Fleming, Monique A. (1997). Artifact or meaningful theoretical constructs?: Examining evidence for nonbelief- and belief-based attitude change processes. Journal of Consumer Psychology, 6, Fabrigar, Leandre R., Priester, Joseph R., Petty, Richard E., & Wegener, Duane T. (1998). The impact of attitude accessibility on elaboration of persuasive messages. Personality and Social Psychology Bulletin, 24, Priester, Joseph R., Wegener, Duane T., Petty, Richard E., Fabrigar, Leandre F. (1999). Examining the psychological processes underlying the sleeper effect: The Elaboration Likelihood Model explanation. Media Psychology, 1, Petty, Richard E., Fleming, Monique A., Harasty, Amy S., & Priester, Joseph R. (2001). Individual- Versus Group-Interest Violation: Surprise as a Determinant of Argument Scrutiny and Persuasion. Social Cognition, 19, Priester, Joseph R., & Petty, Richard E. (2001). Extending the Bases of Subjective Attitudinal Ambivalence: Interpersonal and Intrapersonal Antecedents of Evaluative Tension. Journal of Personality and Social Psychology, 80, Priester, Joseph R., Godek, John, Nayakankuppum, DJ, & Park, Kiwan (forthcoming). Brand Congruity and Comparative Advertising: When and Why Comparative Advertisements Lead to Greater Elaboration. Journal of Consumer Psychology. Priester, Joseph R., Nayakankuppam, Dhananjay, Fleming, Monique A., & Godek, John (forthcoming). The A 2 SC 2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice. Journal of Consumer Research. Priester, Joseph R., & Petty, Richard E. (forthcoming). When and Why Untrusted Endorsers are More Effective than Trusted Endorsers: The Influence of Spokesperson Trustworthiness on Elaboration and Attitude Strength. Journal of Consumer Psychology. Priester, Joseph R., Utpal M. Dholakia, & Monique A. Fleming (forthcoming). When and Why the Background Contrast Effect Emerges: Thought Engenders Meaning by Influencing the Perception of Applicability. Journal of Consumer Research.

4 Working Papers and Manuscripts under Review Nayakankuppam, Dhananjay, & Priester, Josephr R. The Nature of Evaluative Judgements: Construction and Retrieval Processes as Moderated by Attitude Strength. under review. Park, Kiwan, and Joseph R. Priester. Ask not When, But for Whom When Matters: The Influence of Need for Cognition on Temporal Construal Theory. Nayakankuppam, Dhananjay, & Priester, Joseph R. Why Attitude Strength Moderates Context Effects: The Construction and Retrieval as Moderated by Strength (CARMS) Model of Judgments. Honors, Prizes, and Awards Certificate of Academic Excellence, Reed College, Phi Beta Kappa, University of Iowa, Elected to Sigma Xi, The Scientific Research Society, Society of Personality and Social Psychology 1992 and 993 Student Travel Award. American Psychological Association Science Directorate 1992 and 1993 Student Travel Award. Herbert Toops 1993 Dissertation Research Award. Outstanding Paper, Graduate Research Forum, Ohio State University, Graduate Student Alumni Research Award, Ohio State University, National Institute of Mental Health Traineeship, Co-chair, Social Psychology Colloquium Series, Outstanding Professor Award Nominee, Ph.D. Program, University of Michigan, 1998 Outstanding Professor Award Nominee, Ph.D. Program, University of Michigan, 1999 Outstanding Professor Award Nominee, Ph.D. Program, University of Michigan, 2001 Outstanding MBA Professor Award Nominee, University of Michigan, 2002

5 Teaching Evaluations, (scale 1=poor, 5=excellent) Fall, 1996 Principles of Marketing (BBA Core Course) section section section Fall, 1997 Marketing Management (MBA Core Course) section section evening section 4.9 Ph.D. Seminar (Consumer Psychology) section 4.8 Fall, 1998 Marketing Management (MBA Core Course) section section evening section 4.9 Fall, 1999 Marketing Management (MBA Core Course) section section section Fall, 2000 Strategic Market Planning (MBA Elective Course) section section Strategic Market Planning (GMBA Brazil) 3.9 Summer, 2001 Execution Education: A.T. Kearney M.B.A. Essentials, Marketing Core 4.9 Fall, 2001 Strategic Market Planning (MBA Elective Course) Section Section Section Winter, 2002 Strategic Market Planning (GMBA Brazil) 4.8 Summer, 2002 Execution Education: A.T. Kearney M.B.A. Essentials, Marketing Core 4.5 Fall, 2002 Marketing Management (MBA Core) Section 4.7 Section 4.7 Strategic Market Planning Section 3.9 Section 3.6 Summer, 2003 Execution Education: A.T. Kearney M.B.A. Essentials, Marketing Core 4.9

6 Service Co-Chair for the 1995 summer convention of the Society for Consumer Psychology (APA Div 23). Dupont Speaker Series Organizer. University of Michigan Department of Marketing Marketing Curriculum Committee, University of Michigan, Teaching Committee, University of Michigan Business School, Co-Chair, Marketing Recruitment Committee, M.B.A. Marketing Core Course Coordinator, Fall Ad Hoc reviewer: Emotion European Journal of Social Psychology International Journal of Research in Marketing Journal of Applied Social Psychology Journal of Experimental Social Psychology Journal of Personality and Social Psychology Media Psychology National Science Foundation Organization Science Personality and Social Psychological Bulletin Political Psychology Journal of the International Society of Political Psychology Psychological Review Social Cognition Doctoral Committees 1999, Utpal Dholakia, University of Michigan Business School (Marketing). Presently an Assistant Professor at Rice University. 2001, DJ Nayakankuppam (chair), University of Michigan Business School (Marketing). Winner of the SCP dissertation award. Presently an Assistant Professor at University of Iowa. 2001, Stephane Cote, University of Michigan Psychology Department (Organizational). Presently an Assistant Professor at McGill University. 2002, Doug Friedman, University of Michigan Business School (Marketing). 2003, Emily Chan, University of Michigan Psychology Department (Social).

7 References Richard P. Bagozzi, J. Hugh Liedtke Professor of Management and Professor of Psychology Jones Graduate School of Management - MS 531 Rice University P.O. Box 2932 Houston, Texas Office Phone: bagozzi@rice.edu Dawn Iacobucci, Professor of Marketing Dept. of Marketing, Kellogg School of Mgmt Northwestern University Evanston, IL Office Phone: d-iacobucci@kellogg.northwestern.edu Thomas C. Kinnear, Eugene Applebaum Professor of Entrepreneurial Studies, Professor of Marketing University of Michigan Business School 701 Tappan St. Ann Arbor, MI Phone: (734) tckinnea@umich.edu Richard E. Petty, Distinguished University Professor Department of Psychology Ohio State University 1885 Neil Avenue Columbus, Ohio Office Phone: (614) Petty.1@osu.edu

VITA Joseph R. Priester

VITA Joseph R. Priester Office Home Marketing Dept., ACC Room 306F 1600 23rd St University of Southern California Manhattan Beach, CA 90089 Los Angeles, CA 90089 (310) 924-2604 Priester@usc.edu Education