Bruce Pfeiffer

Bruce Pfeiffer

ASSOCIATE PROFESSOR
Marketing
Phone: (603) 862-0868
Office: Marketing, Paul College Rm 260F, Durham, NH 03824
Websites:
Curriculum Vitae

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.

Courses Taught

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

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

Selected Publications

  • Bisson, J. Y., & Pfeiffer, B. E. (2025). Voter Perceptions: A Segmentation and Positioning Analysis of the US Political Climate. Basic and Applied Social Psychology, 47(1), 13-25. doi:10.1080/01973533.2024.2415921

  • 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., 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