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Marian Friestad

Professor Emerit of Marketing

Affiliations: Marketing
Phone: 541-346-3332
Office: Anstett 293



Marian Friestad is a professor emerit of marketing at the University of Oregon's Lundquist College of Business. She also previously served as the vice provost for graduate studies and associate dean of the graduate school for the University of Oregon.

She is coauthor of the book Deception in the Marketplace: The Psychology of Consumer Self-Protection. She has published articles in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Advances in Consumer Psychology, Communications Research, and Psychology and Marketing. She was elected as a fellow of the Society for Consumer Psychology.

Her research interests include emotional responses to advertising, memory for advertising, emotional responses to service encounters, and the ways in which knowledge about persuasion is developed and used by both laypeople (consumers) and experts (researchers and practitioners).

Degree History:
  • PhD, University of Wisconsin, 1989
  • MA, University of Wisconsin, 1984
  • BA, University of Wisconsin, 1981

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Areas of Expertise

  • Consumer psychology
  • Marketing communication
  • Persuasion

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Journal Articles:

Friestad, Marian, and Peter Wright. "Persuasion Knowledge: Lay People's and Researchers' Beliefs About the Psychology of Advertising." Journal of Consumer Research 22, no. 1: 62-74.

December 1995

Friestad, Marian, and Peter Wright. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts." Journal of Consumer Research 21, no. 1: 1-31.

December 1994

Friestad, Marian, Gregory M. Rose, and David Boush. "Adolescent Skepticism Toward TV Advertising and Knowledge of Advertiser Tactics." Journal of Consumer Research 21, no. 1: 165-175.

December 1994