Meet Your Fellow Members

Derek Rucker

My primary research focuses on the study of attitudes, persuasion, and social influence. Within this broad area of research, I have primarily been interested in two topics. First, I am interested in understanding the role of metacognitive processes in persuasion and social influence. This has led to several streams of research focusing on how people assess their attitudes following persuasive attempts and, in particular, the effects of such assesments on how certain people are in their attitudes. A general theme in this line of research is that it is not only the attitude individuals reach that is important, but it is also critical to know what people think about how they reached their attitude.

My second area of interest is in exploring the role specific emotions play in the persuasion process. For example, although sadness and anger are both negative emotions, and have often been treated similariy, I am focused on the unique effects of such emotions in persuasion.

Finally, in addition to my substantive areas of research, I am also focused on helping to advance research and statistical methodology by examining how to properly conduct analyses as well as suppling new methods for analyzing more complex data models.

News & Announcements / View All

ACR Announces Grant Opportunities

ACR is pleased to announce the availability of funds to ACR members for conducting conferences and workshops.  The application deadline is November 30, 2015. Click here for more information. October 7, 2015 / more »

Gerald Zaltman Receives 2015 Sheth Medal

Gerald Zaltman is this year’s recipient of the prestigious Sheth Medal for enduring and transformational contributions to marketing scholarship and marketing practice.
August 24, 2015 / more »

Conference on Gender, Marketing and Consumer Behavior

The 13th Conference on Gender, Marketing, and Consumer Behavior will be held in Paris, July 4-6, 2016. July 12, 2015 / more »

Important Change to Membership Benefits

Starting in 2016, ACR members will receive free subscription to ACR's own journal, the Journal of the Association for Consumer Research. March 18, 2015 / more »

ACR Announces the Launch of its New Journal

ACR is preparing to launch a new journal, titled Journal of the Association for Consumer Research, in 2016. October 2, 2014 / more »

JCR Authors in the News

JCR (Journal of Consumer Research) authors who have been in the news lately. Many of these authors are ACR members. February 19, 2014 / more »