Curtis P. Haugtvedt

Curtis P. Haugtvedt is Associate Professor in the Departmet of Marketing at The Ohio State University.

Professor Haugtvedt’s primary program of research focuses on the general issue of attitude strength. Specific interests lie in the study of attitude formation and change processes and factors associated with attitude persistence and resistance. Related research interests include the study of personality variables in consumer behavior, social psychological and e-marketing research, attitude-behavior consistency, message order presentation effects, self-generated attitude change processes, memory-judgment relationships, and the development of computer-mediated behavioral research methodologies.

Professor Haugtvedt teaches undergraduate courses in Electronic Marketing, Consumer Behavior and Marketing Management, MBA courses in Consumer Behavior and Electronic Marketing, and Ph.D. seminars in Advanced Topics in Consumer Psychology. Professor Haugtvedt’s research has appeared in the Journal of Personality and Social Psychology, Journal of Consumer Research, Journal of Consumer Psychology, Communication Monographs, Psychology and Marketing, Advances in Consumer Research, and numerous book chapters. He serves as a frequent reviewer for the major psychology and marketing journals, and is a member of editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology, and Academy of Marketing Science Review. He is former Associate Editor of the Journal of Consumer Psychology and is President of the Society for Consumer Psychology (1999-2000).