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Paul M. Herr

VA-Carolinas Professor in Purchasing Mgmt. Professor of Mktg
Paul M. Herr
2016 Pamplin (0236)
880 West Campus Drive
Blacksburg, VA 24061


Dr. Paul M. Herr is the Virginia Carolinas Professor of Purchasing Management, Professor of Marketing in the Pamplin College of Business at Virginia Tech.  Professor Herr earned an AB in psychology from Oberlin College and a PhD in Social Psychology from Indiana University.  He is past president of the Society for Consumer Psychology, a Fellow of the American Psychological Association and the Society for Consumer Psychology, past co-editor of the Journal of Consumer Psychology, co-editor of the Handbook of Consumer Psychology, and the Handbook of Research Methods in Consumer Psychology, and a former Associate Editor at the Journal of Consumer Research.  His research interests include consciousness, memory and judgment, consumer decision-making, attitude theory, and issues surrounding brand strategy and management. His work has appeared in the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Personality and Social Psychology, the Journal of Experimental Social Psychology, Organizational Behavior, and Human Decision Processes, and others. His work has been cited over 3000 times in SSCI journals, and over 8200 times according to Google Scholar. He has served on numerous editorial review boards including the Journal of Consumer Research, the Journal of Experimental Psychology: Applied, the Journal of Consumer Psychology, Marketing Letters, and others. His consulting activities include expert witness testimony for the State of New York, The Department of Justice, and others, as well as new product design and forecasting work for Fortune 500 firms, and general consulting for non-profit agencies.


A.B. Psychology, Oberlin College

Ph.D. Social Psychology, Indiana University, Bloomington

Teaching Interests

Marketing Strategy, Consumer Decision Making, and Consumer Welfare

Research Interests

Consumer Decision Masking, Strategic Branding,  and 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.