Bruce Pfeiffer

Bruce Pfeiffer
ASSOCIATE PROFESSOR
Marketing
Business Administration
Phone: (603) 862-0868
Office: Marketing, Paul College Rm 260F, Durham, NH 03824
Website: Full profile: FindScholars@UNH
Curriculum Vitae
Bruce Pfeiffer

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.

Biography

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., Marketing, University of Cincinnati
  • M.B.A., Marketing and Finance, Rockhurst University
  • M.S., Marketing, University of Colorado at Boulder
  • B.S., Business Administration, University of Colorado at Boulder

Research Interests

  • Behavioral/Experimental Psychology
  • Consumer Behavior
  • Marketing
  • Social psychology

Courses Taught

  • MKTG 753: Consumer/Buyer Behavior
  • PAUL 794: Honors/The Research Process

Selected Publications

Pfeiffer, B. E., Sundar, A., & Cao, E. (2022). The influence of language style (formal vs. colloquial) on the effectiveness of charitable appeals. PSYCHOLOGY & MARKETING. doi:10.1002/mar.21729

Pfeiffer, B. E., Deval, H., & Kardes, F. R. (2022). Financial scarcity and caloric intake: It is not always about motivation. JOURNAL OF CONSUMER BEHAVIOUR. doi:10.1002/cb.2097

Pfeiffer, B. E., Sundar, A., & Deval, H. (2021). Not too ugly to be tasty: Guiding consumer food inferences for the greater good. FOOD QUALITY AND PREFERENCE, 92. doi:10.1016/j.foodqual.2021.104218

Pfeiffer, B. E., Deval, H., Silvera, D. H., Cronley, M. L., & Kardes, F. R. (2019). The effect of message credibility, need for cognitive closure, and information sufficiency on thought-induced attitude change. MARKETING LETTERS, 30(2), 193-205. doi:10.1007/s11002-019-09491-x

Pfeiffer, B. E., Deval, H., Silvera, D. H., Kardes, F. R., & Cronley, M. L. (2015). Thought Induced Attitude Depolarization. In Proceedings of the Society for Consumer Psychology.

Pfeiffer, B. E., Deval, H., Kardes, F. R., Ewing, D. R., Han, X., & Cronley, M. L. (2014). Effects of Construal Level on Omission Detection and Multiattribute Evaluation. PSYCHOLOGY & MARKETING, 31(11), 992-1007. doi:10.1002/mar.20748

Silvera, D. H., Pfeiffer, B. E., Kardes, F. R., Arsena, A., & Goss, R. J. (2014). Using imagine instructions to induce consumers to generate ad-supporting content. JOURNAL OF BUSINESS RESEARCH, 67(7), 1567-1572. doi:10.1016/j.jbusres.2014.01.017

Herr, P. M., Page, C. M., Pfeiffer, B. E., & Davis, D. F. (2012). Affective Influences on Evaluative Processing. JOURNAL OF CONSUMER RESEARCH, 38(5), 833-845. doi:10.1086/660844

Sanbonmatsu, D. M., Mazur, D., Pfeiffer, B. E., Kardes, F. R., & Posavac, S. S. (2012). The Less the Public Knows the Better? The Effects of Increased Knowledge on Celebrity Evaluations. BASIC AND APPLIED SOCIAL PSYCHOLOGY, 34(6), 499-507. doi:10.1080/01973533.2012.728408

Godes, D., Mayzlin, D., Chen, Y. B., Das, S., Dellarocas, C., Pfeiffer, B., . . . Verlegh, P. (2005). The firm's management of social interactions. MARKETING LETTERS, 16(3-4), 415-428. doi:10.1007/s11002-005-5902-4

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Most Cited Publications