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This profile was last updated on 5/6/14  and contains information from public web pages and contributions from the ZoomInfo community.

Dr. Marian Friestad

Wrong Dr. Marian Friestad?

Employment History

  • Vice Provost for Graduate Studies
    University of Oregon
  • Professor of Marketing
    University of Oregon
  • Associate Marketing Professor
    University of Oregon
  • Marketing Professor and President
    Society for Consumer Psychology
  • President and Fellow
    Society for Consumer Psychology
  • Professor of Marketing
    Lundquist College of Business at the University of Oregon
  • Associate Dean and Associate Professor of Marketing
    Lundquist College of Business at the University of Oregon


  • Ph.D.
44 Total References
Web References
Fraternal Order of Police Lodge #4, 25 April 2006 [cached]
"The underlying process going on here is really a variation on the scarcity effect," said Marian Friestad, a professor of marketing at the University of Oregon in Eugene.
When any product or service becomes scarce, people start behaving illogically, hoarding or stocking up or trying to get something immediately.
"There's still plenty of gas," she said, "but only so much gas at the current price."
One can only hoard as much as a car will hold, and mathematically the cost difference is not major."But it's not a rational choice," she said.
Of course, price increases can have a positive effect on behavior too, Friestad said, inspiring people to drive less, walk more, car pool or use public transit.Frustrated drivers are doing some of all of that.
Nike's online advice marketing ..., 11 Mar 2008 [cached]
Nike's online advice marketing could position the brand as an authority on training, which could lead consumers to conclude its products are the best, said Marian Friestad, associate marketing professor at the University of Oregon.
Research shows the longer consumers interact with a product or remain in a particular store, the more likely they are to purchase something, Friestad said. Nike likely is hoping for the same results online, she said.
MSN Money - Why we lie about money and debt - Manage Debt, 21 June 2004 [cached]
"In the United States, talking about money is harder than talking about sex," says Marian Friestad, Ph.D., professor of marketing at the Lundquist College of Business at the University of Oregon and past president and fellow of the Society for Consumer Psychology.
Friestad says that the survey answers indicate the deep connection between our financial lives and our view of ourselves.
"Our relationship to money is complex, and often a love-hate relationship," says Friestad.
Friestad says that Bankrate's findings jibe with a general psychiatric principle often called the "third-person effect."
"It comes from research on consumer perceptions of how ads and marketing affect people," describes Friestad.
"People say, 'I'm not influenced by ads, but everyone else is.' And everyone says that, which is inconsistent.There is a sense that we make perception errors, that we understand our own situation and tend to think of the rest of the population as having more problems or being more susceptible to mismanaging their finances."
While it is easy to write this off as simple denial, Friestad says it's more than that.
"We understand our own behavior as being very complex and situational," says Friestad.
Money, - The Reality Series, 30 May 2004 [cached]
Marian Friestad, a marketing professor and past president of the Society for Consumer Psychology says, "In the United States, talking about money is harder than talking about sex."
Oregon Daily Emerald - University of Oregon news and sports - Big business increases campus presence, 20 April 2005 [cached]
"It has certainly been going on for eight or nine years," said Marian Friestad, Lundquist College of Business associate dean and associate professor of marketing.
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