Primary Interests:
- Applied Social Psychology
- Attitudes and Beliefs
- Communication, Language
- Persuasion, Social Influence
- Prejudice and Stereotyping
- Social Cognition
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Patrick T. Vargas
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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.
Journal Articles:
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Kruger, J. & Vargas, P.T. (in press). When less is more and more is less: Consumer confusion over percent difference. Journal of Consumer Psychology.
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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
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Patrick T. Vargas
Department of Advertising
320 Gregory Hall, MC-462
810 S. Wright Street
Urbana, IL 61801
United States
Phone: (217) 333-0325
Fax: (217) 244-3348