Paul M. Herr
Department Head, VA-Carolinas Professor in Purchasing Mgmt. Professor of Mktg
Marketing Strategy, Consumer Decision Making, Consumer Welfare
Consumer Decision Masking, Strategic Branding, Attitude Theory
Davis, Derick F. and Paul M. Herr (2014), “From Bye to Buy: Homophones as a Phonological Route to Priming,” Journal of Consumer Research, 40 (April), 1063-1077.
Herr, Paul M., Christine M. Page, Bruce E. Pfeiffer, and Derick F. Davis (2012), “Affective Influences on Evaluative Processing,” Journal of Consumer Research, 38 (February), 833-845.
Kang, Yong-Soon, and Paul M. Herr (2006), “Beauty and the Beholder: Toward An Integrative Model of Communication Source Effects,” Journal of Consumer Research, 33 (June), 123-130.
Herr, Paul M. and Christine M. Page (2004), “Asymmetric Response Latencies in Liking and Disliking Judgments: So What’s Not to Like?” Journal of Consumer Research, 30 (March), 588-601.
Kang, Yong-Soon, Paul M. Herr and Christine M. Page (2003), “Time and Distance: Asymmetries in Consumer Trip Knowledge and Judgments,” Journal of Consumer Research, 30 (December), 420-429.
Herr, Paul M., Frank R. Kardes, and John Kim (1991), "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, 17, 454-462.
Herr, Paul M. (1989), "Priming Price: Prior Knowledge and Context Effects," Journal of Consumer Research, 16, 67-75.
Herr, Paul M. (1986), "Consequences of Priming: Judgment and Behavior," Journal of Personality and Social Psychology, 51, 1106-1115.