Professor Friestad recently retired from her positions 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.
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).
Friestad is one of only five women nationally who have been elected as a fellow of the Society for Consumer Psychology.