Social Psychology Network

Maintained by Scott Plous, Wesleyan University

Patrick T. Vargas

Patrick T. Vargas

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  • SPN Mentor

My research focuses on attitude measurement, stereotyping and prejudice, and information processing aspects of persuasion. I am particularly interested in attitudes that exist outside of conscious awareness, the value of memories, and the ethics of direct to consumer pharmaceutical advertising (DTCA). During parts of 2010-11 I will be working at Monash University, in Melbourne, on an ARC-funded project studying effects of DTCA.

Primary Interests:

  • Applied Social Psychology
  • Attitudes and Beliefs
  • Communication, Language
  • Persuasion, Social Influence
  • Prejudice and Stereotyping
  • Social Cognition

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Journal Articles:

  • Kruger, J. & Vargas, P.T. (in press). When less is more and more is less: Consumer confusion over percent difference. Journal of Consumer Psychology.
  • Scott, L.M. & Vargas, P.T. (2007). Postindustrial pictography: Towards a unified theory of consumer response to images. Journal of Consumer Research, 34, 341-356.

Other Publications:

  • Vargas, P. T. Implicit consumer cognition. (in press). In F. Kardes, C. Haugdtvedt, & P. Herr (Eds.), Handbook of Consumer Psychology. Mahwah, NJ: Erlbaum
  • Vargas, P.T., Sekaquaptewa, D., & von Hippel, W. (2007). Armed only with paper and pencil: “Low-tech” measures of implicit attitudes. In B. Wittenbrink & N. Schwarz (Eds.). Implicit measures of attitudes. New York: Guilford Press.

Courses Taught:

  • Attitude-Behavior Relations
  • Environmental Communications
  • Psychology of Advertising
  • Research Methods

Patrick T. Vargas
Department of Advertising
320 Gregory Hall, MC-462
810 S. Wright Street
Urbana, Illinois 61801
United States

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