Bruce E. Pfeiffer

Associate Professor of Marketing
Phone: 
603.862.0868
Email: 
Office: 
Paul College 260F
Bruce E.

Bruce E. Pfeiffer is an Associate Professor of Marketing at the Peter T. Paul College of Business and Economics at the University of New Hampshire.  He earned his Ph.D. from the University of Cincinnati. His primary research interests are in the broad area of consumer information processing.  He conducts research investigating the affective, behavioral, and cognitive aspects of consumer judgment and decision making.  Topic areas include: inferences, biases, social influence, automatic information processing, implicit theories, ease of retrieval, and processing fluency.  His research has been published in Marketing Letters, the Journal of Consumer Research, Basic and Applied Social Psychology, the Journal of Business Research, Thinking & Reasoning, and Psychology & Marketing and featured in various news outlets including the Washington Post, the Atlantic, the Nation, Science Daily, the O’Reilly Factor, and Futurity.

Fields of Specialization

 Consumer information processing, consumer decision-making, consumer inference, omission neglect, prime-to-behavior effects, social influence, automaticity, affect.

Education

Ph.D., University of Cincinnati, Marketing
M.S., University of Colorado at Boulder, Marketing
M.B.A., Rockhurst University
B.S., University of Colorado at Boulder, Marketing

Recent Research

Published/Forthcoming/Under Review

Pfeiffer, Bruce E., Hélène Deval, Frank R. Kardes, Douglas R. Ewing, Xiaoqi Han, and Maria L. Cronley (2014), “Effects of Construal Level on Omission Detection and Multiattribute Evaluation.”  Psychology & Marketing, 31, 992-1007.

Pfeiffer, Bruce E., Hélène Deval , Frank R. Kardes, Edward R. Hirt, Samuel C. Karpen, and Bob M. Fennis (2014), “No Product Is Perfect: The Positive Influence of Acknowledging the Negative.” Thinking & Reasoning, 20, 500-512.

Silvera, David H., Bruce E. Pfeiffer, Frank R. Kardes, Ashley Rae Arsena, and R. Justin Goss (2014), “Using Imagine Instructions to Induce Consumers to Generate Ad-Supporting Content.”  Journal of Business Research, 67, 1567-1572.

Sanbonmatsu, David M., Dominika Mazur, Bruce E. Pfeiffer, Frank R. Kardes, and Steven S. Posavac (2012), “The Less the Public Knows the Better? The Effects of Increased Knowledge on Celebrity Evaluations.”  Basic and Applied Social Psychology, 34, 499-507.

Herr, Paul M., Christine M. Page, Bruce E. Pfeiffer, and Derick Davis (2012), “Affective Influences on Evaluative Processing.” Journal of Consumer Research, 38, 833-845.

Kardes, Frank R., Perilou Goddard, Xiaoqi Han, and Bruce E. Pfeiffer (2011), “Media and Consumer Psychology,”  in P. Martin, F. Cheung, M. Kyrios, L. Littlefield, M. Knowles, J. Prieto, and B. Overmeir (Eds.), The IAAP Handbook of Applied Psychology. Richmond, Victoria, Australia: Wiley-Blackwell.

Bruce E. Pfeiffer and Frank R. Kardes (2010), “Advertising Psychology,” in I.B. Weiner and W.E.Craighead (Eds.) Corsini Encyclopedia of Psychology.  New York: John Wiley and Sons.

Godes, David, Dina Mayzlin, Yubo Chen, Sanjiv Das, Chrysanthos Dellarocas, Bruce Pfeiffer, Barak Libai, Subrata Sen, Mengze Shi, and Peeter Verlegh (2005), “The Firm’s Management of Social Interactions,”  Marketing Letters, 16, 415-428.

Deval, Hélène, Bruce E. Pfeiffer, and Frank R. Kardes, “Effects of Subliminal Goal Primes and Trait Primes on the Prime-to-Behavior Pathway.”

 

Conference Presentations/Proceedings

Pfeiffer, Bruce E., Hélène Deval, David H. Silvera, Frank R Kardes, and Maria L. Cronley (2015), “Thought Induced Attitude Depolarization,” in Society for Consumer Psychology Proceedings, eds. Andrea Morales and Patti Williams, Phoenix, AZ.

Deval, Hélène, Bruce E. Pfeiffer, Douglas R. Ewing, Xiaoqi Han, Maria L. Cronley, and Frank R. Kardes (2013), “Effects of Construal Level on Omission Detection and Multiattribute Evaluation,” in Advances in Consumer Research, Volume 41, eds. Simona Botti and Aparna Labroo, Chicago, IL.

Pfeiffer, Bruce E., Hélène Deval, Frank R Kardes, David H. Silvera, and Maria L. Cronley (2012), “The Effect of Message Credibility, Need for Cognitive Closure, and Information Sufficiency on Thought-Induced Attitude Change,” in Advances in Consumer Research, Volume 40, eds. Zeynep Gurhan-Canli, Cele Otnes, Juliet Rui Zhu, Vancouver, B.C.

Deval, Hélène, Frank R. Kardes, and Bruce E. Pfeiffer (2011), “When Do Metacognitive Experiences Matter? The Different Roles of Ease of Retrieval,” in Advances in Consumer Research, Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, Rebecca K. Ratner, St. Louis, MO.

Faber, Michael A., Bruce E. Pfeiffer, and Melissa Bishop (2011), “Priming Identity Affects Consumer Attitudes Toward Green Products.  Second Biennial Conference of the Association for Research in Personality, Riverside, CA.

Mazur, Dominika, Bruce E. Pfeiffer, Steve S.Posavac, Frank R. Kardes, David M. Sanbonmatsu (2011). Marketing celebrity figures: The less the public knows the better? Society for Personality and Social Psychology Conference.

Deval, Hélène, Bruce E. Pfeiffer, and Frank R. Kardes (2010), “Subliminal Prime-to-Behavior Effects,” in Advances in Consumer Research, Volume 38, eds. Darren W. Dahl, Gita V. Johar, Stijn M. J. van Osselaer, Jacksonville, FL.

Pfeiffer, Bruce E., Hélène Deval, Frank R Kardes, David H. Silvera, and Maria L. Cronley (2010), “The Effects of Consumer Implicit Theories and Need for Cognitive Closure on Attitude Polarization,” Advances in Consumer Psychology, eds. Adam Duhachek and Meg Meloy, St. Pete Beach, Florida.

Deval, Hélène, Bruce E. Pfeiffer, Frank R. Kardes, Edward R. Hirt, Samuel C. Karpen, and Bob M. Fennis (2009), “Effects of Confusion on Resistance to Persuasion,” in Advances in Consumer Research, Volume 37, eds. Margaret C. Campbell, Jeff Inman, Rik Pieters, Pittsburgh, PA.

Arsena, Ashley, Rae Arsena, R. Justin Goss, David H. Silvera, Frank R. Kardes, and Bruce E. Pfeiffer (2009), “Imagine Instructions: When do they Help or Hurt Persuasion?, ” in Advances in Consumer Research, Volume 37, eds. Margaret C. Campbell, Jeff Inman, Rik Pieters, Pittsburgh, PA.

Pfeiffer, Bruce E., Paul M. Herr, and Christine Page (2009), “Asymmetric Associations and Affective Evaluations: Influences of Positive and Negative Affect,” in Association for Consumer Research Proceedings, Volume 8, eds. Dipankar Chakravarti, Rajiv Vaidyanathan, and Sridhar Samu, Hyderabad, India, p. 197.

Deval, Hélène, Bruce E. Pfeiffer, Douglas R. Ewing, Xiaoqi Han, Maria L. Cronley, and Frank R. Kardes (2009), “The Role of Temporal Construal in Omission Neglect,” Advances in Consumer Psychology, eds. Alexander Chernev, Michal Herzenstein, and Shailendra Pratap Jain, San Diego, CA, p. 251.

Pfeiffer, Bruce E., Susan Powell Mantel, and Frank R. Kardes (2008), “Conversational Inference and the Trivial Attribute Effect,” in Society for Consumer Psychology Proceedings, eds. Maria Cronley and Dhananjay Nayakankuppam, New Orleans, LA, p. 296.

Pfeiffer, Bruce E., Paul M. Herr, and Christine M. Page (2007), “The Role of Affect in Asymmetric Evaluative Judgments,” Haring Symposium, University of Indiana, Bloomington, Indiana.

Page, Christine M., Bruce E. Pfeiffer, and Paul M. Herr (2007), “Affect and Asymmetric Association of Positive and Negative Judgments,” in Society for Consumer Psychology Proceedings, eds. Dawn Lerman and David Luna, Las Vegas, NV, p. 14.