Professor of Marketing
Director, CBA Honors Program

Professor of Marketing and Director of the CBA Honors Program, Department of Marketing, California State University, Long Beach, 1995-present (Associate Professor, 1991-1995).

Assistant Professor, Advertising Department, University of Texas at Austin, 1986-1991.

CSULB Research Grant to study "The Influence of Music on Ad-Induced Emotions and Attitudes," California State University, Long Beach, 1992.

URI Faculty Research Grant to study "The Role of Negative and Positive Information in Audio Communications," University of Texas at Austin, 1990.

URI Faculty Research Grant to study "The Role of Negative and Positive Information in Audio Communications: Two Pilot Studies," University of Texas at Austin, 1988/1989.

Special Research Grants, University of Texas at Austin, Fall 1986, Spring 1987, Fall 1987, Summer 1988, Fall 1988/1989. 

Internship at Saatchi & Saatchi/DSF Pacific, sponsored by the Advertising Educational Foundation's Visiting Professor Program (July 1993).

Homer, Pamela Miles (2009), "Product Placements: The Impact of Placement Type and Repetition on Attitude," Journal of Advertising, 38 (No. 3, Fall), 21-32.

Homer, Pamela Miles (2008), "Perceived Quality and Image: When All is Not 'Rosy'," Journal of Business Research, 61 (July), 715-723.

Moore, David J., and Pamela Miles Homer (2008), "Self-Brand Connections: The Role of Attitude Strength and Autobiographical Memory Primes," Journal of Business Research, 61 (July), 707-714.

Homer, Pamela Miles (2006), "Relationships Among Ad-Induced Affect, Beliefs, and Attitude: Another Look," Journal of Advertising, 35 (Spring), 35-51.

Batra, Rajeev and Pamela Miles Homer (2004), "The Situational Impact of Brand Image Beliefs," Journal of Consumer Psychology, 14 (3), 318-330.

Batra, Rajeev, Pamela M. Homer, and Lynn R. Kahle (2001), "Values, Susceptibility to Normative Influence, and Attribute Weights: A Nomological Analysis," Journal of Consumer Psychology,11 (2), 115-128.

Moore, David J., and Pamela M. Homer (2000), "Dimensions of Temperament: Affect Intensity and Consumer Lifestyles," Journal of Consumer Psychology, 9 (4), 231-242.

Brown, Steven P., Pamela M. Homer, and J. Jeffrey Inman (1998), "A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Responses to Advertising," Journal of Marketing Research, 35 (February), 114-126, (authors listed alphabetically). Selected as the Marketing Communications Special Interest Group's Best Paper for 1998.] [Reprinted in Advertising Research:The Internet, Consumer Behavior, and Strategy, ed. George M. Zinkhan, Chicago, IL: American Marketing Association, 2000.]

Homer, Pamela M. (1995), "Ad Size as an Indicator of Perceived Advertising Costs and Effort: The Effects on Memory and Perceptions," Journal of Advertising, 24 (Winter), 1-12.

Homer, Pamela M., and Rajeev Batra (1994), "Attitudinal Effects of Character-Based Versus Competence-Based Negative Political Communications," Journal of Consumer Psychology, 3 (2), 163-186.

Homer, Pamela M. (1993), "Transmission of Human Values: A Cross-Cultural Investigation of Generational and Reciprocal Influence Effects," Genetic, Social, and General Psychology Monographs, 19 (August), 343-367.

Homer, Pamela M., and Sandra Gauntt (1992), "The Role of Imagery in the Processing of Visual and Verbal Package Information," Journal of Mental Imagery, 16 (Fall/Winter), 123-144.

Homer, Pamela M., and Sun-Gil Yoon (1992), "Message Framing and the Interrelationships Among Feelings, Affect, and Cognition," Journal of Advertising, 21 (1), 19-33.

Beatty, Sharon E., Lynn R. Kahle, and Pamela M. Homer (1991), "Personal Values and Gift-Giving Behaviors: A Study Across Cultures," Journal of Business Research, 22 (March), 149-157.

Homer, Pamela M. (1990), "The Mediating Role of Attitude Toward the Ad: Some Additional Evidence," Journal of Marketing Research, 27 (February), 78-86.

Homer, Pamela M., and Lynn R. Kahle (1990), "Source Expertise, Time of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective," Journal of Advertising, 19 (1), 30-39.

Kahle, Lynn R., Sharon E. Beatty, and Pamela M. Homer (1989), "Consumer Values in Norway and the United States," Journal of International Consumer Marketing, 1 (4), 81-91.

Homer, Pamela M., and Lynn R. Kahle (1988), "A Structural Equation Test of the Value - Attitude - Behavior Hierarchy," Journal of Personality and Social Psychology, 54 (4), 638-646.

Homer, Pamela M., and Robert M. O'Brien (1988), "Using LISREL Models with Crude Rank Category Measures," Quality and Quantity, 22, 191-201.

Beatty, Sharon E., Lynn R. Kahle, and Pamela M. Homer (1988), "The Involvement- Commitment Model: Theory and Implications," Journal of Business Research, 16 (2), 149-167.

O'Brien, Robert M., and Pamela M. Homer (1987), "Corrections for Coarsely Categorized Measures: LISREL's Polyserial and Polychoric Correlations," Quality and Quantity, 21, 349-360.

O'Keefe, Terrence B., and Pamela M. Homer (1987), "Selecting Cost-Effective Survey Methods: Foot-in-the-Door and Prepaid Monetary Incentives," Journal of Business Research, 15 (August), 365-376.

Kahle, Lynn R., Sharon E. Beatty, and Pamela M. Homer (1986), "Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS)," Journal of Consumer Research, 13 (December), 405-409.

Homer, Pamela M., and Lynn R. Kahle (1986), "A Social Adaptation Explanation of the Effects of Surrealism in Advertising," Journal of Advertising, 15 (June), 50-54.

Kahle, Lynn R., and Pamela M. Homer (1985), "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, 11 (March), 954-961.

Beatty, Sharon E., Lynn R. Kahle, Pamela M. Homer, and Shekhar Misra (1985), "Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey," Psychology and Marketing, 2 (Fall), 181-200.

Touchstone, Ellen, and Pamela M. Homer (1999), "Spanish Language Billboard Advertising in the US: Are There Effects on Anglos?" in Francesca Bargiela-Chiappini and Catherine Nickerson (eds.), Writing Business: Genres, Media and Discourses, London: Addison Wesley Longman, 257-272.

Kahle, Lynn R., Pamela M. Homer, Robert M. O'Brien, and David M. Boush (1997), "Maslow's Value Hierarchy and Social Adaptation as Alternative Accounts of Value Structures," in Lynn R. Kahle and Larry Chiagouris (eds.), Values, Lifestyles, and Psychographics, Mahwah, NJ: Lawrence Erlbaum, 111-137.

Stout, Patricia A., Pamela M. Homer, and Scott S. Lui (1990), "Does What We See Influence What We Feel: Felt Emotions Versus Depicted Emotions in TV Commercials," in S. Agres, J. Edell, and T. Dubitsky (eds.), Emotion in Advertising, Westport, CT: Quorum Books, 195-210.Kahle, Lynn R. and Pamela M. Homer (1988), "Surrealism as Nonverbal Communication in Advertisements: A Social Adaptation Theory Perspective," in S. Hecker and D. Stewart (eds.), Nonverbal Communication in Advertising, Lexington, MA: Lexington Books, 245-251.

Published Conference Proceedings

Homer, Pamela M., and Rajeev Batra (1997), "The Impact of Susceptibility to Normative Influence on the Relationship Between Consumer Personality and Brand Personality," in Proceedings of the Winter Conference of the Society of Consumer Psychology, ed. C. Pechman and S. Ratneshwar, Washington, D.C.: American Psychological Association, 132-140.

Kowert, Deborah W., and Pamela M. Homer (1993), "Targeting Consumers Through Birth Order: A Match-up Hypothesis Explanation," Proceedings of the 1993 Conference of the American Academy of Advertising, ed. Esther Thorson, Urbana, IL: American Academy of Advertising 225-235.

Tull, Donald S., and Pamela M. Homer (1989), "Implicit Advertising Elasticities of Large Companies in the United States," Proceedings of the 1989 Conference of the American Academy of Advertising, ed. Kim Rotzoll, Urbana, IL: American Academy of Advertising, RC45-50.

Kahle, Lynn R., David M. Boush, and Pamela M. Homer (1989), "Broken Rungs in Abraham's Ladder: Is Maslow's Hierarchy Hierarchical?" in Proceedings of the Society for Consumer Psychology, ed. David Schumann, Washington, D.C.: American Psychological Association, 11-16.

Beatty, Sharon E., Pamela M. Homer, and Lynn R. Kahle (1988), "Problems with VALS in International Marketing Research: An Example from an Application of the Empirical Mirror Technique," in Advances in Consumer Research, Vol. 15, ed. Michael Houston, Provo, Utah: Association for Consumer Research, 375-380.

Hawkins, Del I., and Pamela M. Homer (1985), "Free Riding: The Nature of a Controversy," in Proceedings of the 1985 Annual Educators' Conference, Chicago, IL: American Marketing Asociation, 82-85.

Kahle, Lynn R., and Pamela M. Homer (1985), "Androgyny and Midday Mastication: Do Real Men Eat Quiche?" in Advances in Consumer Research, Vol. 12, ed. Elizabeth Hirschman and Morris Holbrook, Ann Arbor, MI: Association for Consumer Research, 242-246.

Moore, David J., and Pamela Miles Homer (2004), "Self-Brand Connections: An Exploratory Study into Construct Validity and Gender Effects," in Advances in Consumer Research, Vol. 31, ed. Barbara K. Kahn and Mary Frances Luce, Valdosta, GA: Association for Consumer Research, 196-197.

Homer, Pamela M. (1990), "The Role of Source Expertise and Involvement in Consumer Processing of Radio Commercials," in Proceedings of the 1990 Conference of the American Academy of Advertising, ed. Patricia A. Stout, Athens, GA: American Academy of Advertising, RC-47.

Burda, Bendadicta B., Patricia A. Stout, and Pamela M. Homer (1989), "The Effects of Zipping on Advertising Recall and Recognition," in Proceedings of the 1989 Conference of the American Academy of Advertising, ed. Kim Rotzoll,Urbana, IL: American Academy of Advertising, RC74-75.

Kahle, Lynn R., Pamela M. Homer, and Sharon E. Beatty (1986), "Social Adaptation Theory in Consumer Behavior," in Advances in Consumer Research, Vol. 13, ed. Richard Lutz, Provo, Utah: Association for Consumer Research, 667.

Homer, Pamela M. (1986), "A State Variables Reformulation of the Howard and Sheth Model," in Advances in Consumer Research, Vol. 13, ed. Richard Lutz, Provo, Utah: Association for Consumer Research, 666.

Homer, Pamela M., and Lynn R. Kahle (1986), "Surrealistic Advertising: A Social Adaptation Perspective," in Advances in Consumer Research, Vol. 13, ed. Richard Lutz, Provo, Utah: Association for Consumer Research, 667.

University Publications

Homer, Pamela M. (1991), "Visual and Verbal Cues," Discovery, 11 (4), 24-27, The University of Texas at Austin.

Book Reviews

Jacoby, Jacob, and Wayne D. Hoyer. The Comprehension and Miscomprehension of Print Communications: An Investigation of Mass Media Magazines (New York: The Advertising Educational Foundation, Inc., 1987). Reviewed in The Journal of Advertising, (1989), 18 (2), 45-46.

Journal Article Reprints

Brown, Steven P., Pamela M. Homer, and J. Jeffrey Inman (1998), "A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Responses to Advertising," Journal of Marketing Research, 35 (February), 114-126 (authors listed alphabetically), reprinted in Advertising Research "The Internet, Consumer Behavior, and Strategy , ed. George M. Zinkhan, Chicago, IL: American Marketing Association, 2000.

___________________________________________________________________

Presentations

Krishen, Anjala S., and Pamela Miles Homer, "Do Opposites Attract? Understanding How Oppositional Advertisements Work," working paper presented at the 2009 North American Conference of the Association for Consumer Research, Pittsburg, PA, October 2009.

Lee, Jonathan, Heungsun Hwang, and Pamela Miles Homer, "Developing a Media Basket: Using Simultaneous Two-Way Clustering of Multiple Correspondence Analysis," paper presented at the 2009 INFORMS Marketing Science Conference, Ann Arbor, Michigan, June 2009.

Moore, David J., Pamela Miles Homer, and Lynn R. Kahle, "Self-Brand Connections in a Gendered Sports Association: Marketing Implications," presented at the Inaugural Conference of the Sports Marketing Association, Gainesville, Florida, November 2003.

Moore, David J., and Pamela Miles Homer, "Self-Brand Connections: An Exploratory Study into Construct Validity and Gender Effects," presented at the Annual Conference for the Association for Consumer Research, Toronto, Canada, October 2003.

Brown, Steven P., Pamela Miles Homer, and J. Jeffrey Inman, "A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Responses to Advertising," presented at the Annual AMA Winter Educators Conference, Austin, Texas, February 1998 (authors listed alphabetically).

Homer, Pamela Miles, and Rajeev Batra, "The Impact of Susceptibility to Normative Influence on the Relationship Between Consumer Personality and Brand Personality," presented at the Annual Winter Conference of the Society of Consumer Psychology, Florida, February 1997.

Homer, Pamela M., Lynn R. Kahle, Robert M. O'Brien, and David M. Boush, "Maslow's Value Hierarchy and Social Adaptation as Alternative Accounts of Value Structures," presented at the Advertising and Consumer Psychology Conference, sponsored by the Marketing Science Institute and the Society for Consumer Psychology, New York, New York, May 1993.

Kowert, Deborah W., and Pamela M. Homer, "Targeting Consumers Through Birth Order: A Match-up Hypothesis Explanation," presented at the 1993 Conference of the American Academy of Advertising, Montreal, Canada, April 1993.

Kahle, Lynn R., and Pamela M. Homer, "The Values of Seniors and Consumer Information Processing," presented at the annual meeting of the American Psychological Association, Boston, Massachusetts, August 1990.

Homer, Pamela M., "The Role of Source Expertise and Involvement in Consumer Processing of Radio Commercials," presented at the 1990 Conference of the American Academy of Advertising, Orlando, Florida, April 1990.

Tull, Donald S., and Pamela M. Homer, "Implicit Advertising Elasticities of Large Companies in the United States," presented at the 1989 Conference of the American Academy of Advertising, San Diego, California, March 1989.

Stout, Patricia A., Pamela M. Homer, and Bendadicta B. Burda, "The Effects of Zipping on Advertising Recall and Recognition," presented at the 1989 Conference of the American Academy of Advertising, San Diego, California, March 1989.

Beatty, Sharon E., Lynn R. Kahle, and Pamela M. Homer, "Personal Values and Gift Giving Behavior: A Study Across Cultures," presented at the Applied Consumer Psychology Workshop of the American Marketing Association and the American Psychological Association, Chicago, Illinois, December 1988.

Homer, Pamela M., "Affect and Maslow's Hierarchy: Does It Make You Mad?" presented at the annual meeting of the American Psychological Association, Atlanta, Georgia, August 1988.

Kahle, Lynn R., and Pamela M. Homer, "Social Values and Social Change: A Consumer Behavior Perspective on Political Cognition," presented at the eleventh annual scientific meeting of the International Society of Political Psychology, Secaucus, New Jersey, July 1988.

Stout, Patricia A., Pamela M. Homer, and Scott S. Liu, "Does What We See Influence What We Feel: Felt Emotions Versus Depicted Emotions in TV Commercials," presented at the American Psychological Association's Seventh Annual Advertising and Consumer Psychology Conference, New York, New York, May 1988.

Sukhdial, A.S., Lynn R. Kahle, Sharon E. Beatty, and Pamela M. Homer, "Ethnic Attitudes and Values Among Americans and Asians in America: Implications for Marketing Strategy," presented at the American Marketing Association Workshop, "Cultural and Subcultural Influences in Consumer Behavior and Marketing II," Chicago, Illinois, December 1987.

Beatty, Sharon E., Pamela M. Homer, and Lynn R. Kahle, "Problems with VALS in International Marketing Research: An Example from an Application of the Empirical Mirror Technique," presented at the annual meeting of the Association for Consumer Research, Boston, Massachusetts, October 1987.

Homer, Pamela M., and Robert M. O'Brien, "Using LISREL Models with Crude Rank Category Measures," presented at the annual meetings of the Pacific Sociological Association, Eugene, Oregon, April 1987.

Beatty, Sharon E., Lynn R. Kahle, Pamela M. Homer, and A. Giltvedt, "A Cross-Cultural Exploration of the VALS Typology," presented at the American Marketing Association Workshop, "Cultural and Subcultural Influences in Consumer Behavior and Marketing," Chicago, Illinois, December 1986.

Kahle, Lynn R., and Pamela M. Homer, "Surrealism as Nonverbal Communication in Advertisements: A Social Adaptation Theory Perspective," presented at the Advertising and Consumer Psychology Conference, sponsored by Division 23 of the American Psychological Association and Young & Rubicam, New York, New York, May 1986.

Beatty, Sharon E., Lynn R. Kahle, Pamela M. Homer, and S. Misra, "The Rokeach Value Survey and the List of Values: Methodological Comparisons," in H. Kassarjian (Chair), Trends in Research on Consumer Values. Symposium presented at the annual meeting of the American Psychological Association, Los Angeles, California, 1985.

O'Brien, Robert M., and Pamela M. Homer, "Corrections for Coarsely Categorized Measures: LISREL's Polyserial and Polychoric Correlations," presented at the annual meetings of the Pacific Sociological Association, Albuquerque, New Mexico, 1985.

Kahle, Lynn R., and Pamela M. Homer, "Androgyny and Midday Mastication: Do Real Men Eat Quiche?" presented at the annual meeting of the Association for Consumer Research, Washington, D.C., 1984.