Margaret C. (Meg) Campbell




Margaret C. Campbell is professor of marketing at the Leeds School of Business, University of Colorado Boulder.

Professor Campbell received her A.B. in psychology and economics, with honors, at Stanford University, where she earned entrance to Phi Beta Kappa. She later returned to Stanford to earn her Ph.D. in marketing at the Graduate School of Business. She was a member of the faculty at the Anderson Graduate School of Management at UCLA from 1992-2000. Professor Campbell’s research focuses on questions of how consumers interpret the marketplace and how their interpretations influence their responses to companies and brands. Her research has been published in several journals including the Journal of Consumer Research, the Journal of Marketing Research, and the Personality and Social Psychology Bulletin. She currently serves as an Associate Editor for the Journal of Consumer Research, and serves on the editorial review boards of the Journal of MarketingJournal of Retailing, and the International Journal of Research in Marketing.

Professor Campbell teaches in the undergraduate, MBA, and Ph.D. programs. She has taught classes on advertising and promotion, integrated marketing communications, brand management, consumer behavior/psychology, and principles of marketing.


  • Ph.D., Marketing, Stanford University
  • AB, Stanford University



Can Disclosures Lead Consumers to Resist Covert Persuasion? The Important Roles of Disclosure Timing and Type of Response

Authors: Margaret C. Campbell, Gina S. Mohr, and Peeter W.J. Verlegh

Three experiments reveal that covert marketing, in the form of subtle product placements, can increase brand recall and attitudes but that both instructions to avoid influence and mere disclosure of sponsorship can lead to correction.



Get It? Got It. Good! Enhancing New Product Acceptance By Facilitating Resolution Of Extreme Incongruity

April 2012

Authors: Ji Hoon Jhang, Susan Jung Grant, and Margaret C. Campbell

Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher failure rate.



A risk of meaning transfer: Are negative associations more likely to transfer than positive associations?

February 2012

Authors: Margaret C. Campbell & Caleb Warren

Three studies show that brands are more likely to acquire the negative than the positive personality traits associated with a celebrity endorser and that negative associations transfer even under conditions that inhibit the transfer of positive associations


Full Publication


Seeing is Eating: How and When Activation of Negative Stereotype Increases Stereotype-Conductive Behavior

October 2011

Authors: Margaret C. Campbell and Gina S. Mohr

This research investigates the effect of activation of a negative stereotype on behaviors that are perceived to increase the chance of becoming a member of the stereotyped group.



Five Questions for Meg Cambell

CU Connections

January 31, 2013

Margaret “Meg” Campbell, professor of marketing at the Leeds School of Business, talks about how she ended up in academia and breaks down some of her most recent research.

Taylor Swift's Appeal Soars

The Tennessean

October 30, 2012

Taylor Swift's appeal has grown so deep and wide that marketers say that she's become more than a music star in pop culture.

CU Boulder: Negative associations of celebrity endorsers more transferable than positive

Daily Camera

June 24, 2012

Daily Camera features Margaret Campbell's research on celebrity endorsements. Unfortunately, negative associations of celebrity transfer to a brand more than positive associations. The study warns companies to consider the possible negative associations that can transfer to their brand.

Study cites celebrity endorsements' risks

Boulder County Business Report

June 22, 2012

Professor at the Leeds School of Business, Margaret Campbell, released research about the impacts of celebrity endorsements. Campbell's findings show that negative celebrity associations always transfer to an endorsed brand while positive associations may not.

How Celebrity Endorsements Can Backfire


June 22, 2012

Professor of Marketing Meg Campbell's research is featured in Time. Time discusses how a celebrity's endorsement has the ability to potentially harm a brand instead of promoting it. If paired with the wrong product, the celebrity's negative personality traits will transfer to the brand. The article discusses the negative impact of Jessica Simpson, Kim Kardashian and Tiger Woods.


Seeing is Eating: How and When Activation of a Negative Stereotype Increases Conducive Behavior

Leeds School of Business Associate Professor of Marketing Margaret C. Campbell shares her latest research findings on peoples eating behavior.