John Pracejus

Associate Professor, Alberta School of Business - Marketing, Business Economics and Law


Associate Professor, Alberta School of Business - Marketing, Business Economics and Law
(780) 492-2023
2-32K Business Building
11203 Saskatchewan Drive NW
Edmonton AB
T6G 2R6



My research focuses on consumer emotional response to marketing, how consumers interpret visual communications in marketing, and how consumers respond to brand associations, such as celebrities, events, and charitable causes. I have published work in journals such as: Journal of Advertising, Journal of Business Research, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Public Policy and Marketing and Organizational Behavior and Human Decision Processes. I hold a Ph.D. in Marketing from the University of Florida and an M.A. in Communications from the University of Illinois. I have presented research findings in over 20 countries and have taught at universities in Austria, Belgium, Canada, Hong Kong, Russia and the United States.  


Research Interests

  • Retailing
  • Branding
  • Visual Communication
  • Consumer Emotion
  • Charity Marketing


Graduate Teaching Experience 

  • Consumer Information Processing (Ph.D.)
  • Judgment and Decision Making (Ph.D.)
  • Brand Strategy (MBA)
  • Marketing Communications (MBA)
  • Retailing (MBA)

Undergraduate Teaching Experience

  • Consumer Behavior
  • International Advertising
  • International Marketing
  • Introduction to Marketing
  • Marketing Communications


MARK 468 - E-Commerce and Retailing

Students are introduced to the activities involved in connecting consumers with products and services through a combination of electronic commerce and traditional retail channels, with an emphasis on the integration of the two. Topics include: customer acquisition and retention, assortment selection, layout and design, service management, security, customer retargeting and re-engagement, physical location optimization, shopping behavior, pricing strategy and current trends. The application of marketing planning and analytics for e- commerce and retailing are also examined. Prerequisite: MARK 301.

MARK 725 - Human Judgment And Decision Making

This course will familiarize students with theories of cognitive information processing and affective processes as they relate to consumer judgments and decisions. More specifically, the cognitive component of this course will provide an intensive examination of memory, perception, attitude formation, and behavioural decision theory. The affect component of the course will deal with factors influencing affect formation as well as the impact of affect on attitudes and decision making. Research methods underlying each of these streams of information will be examined. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.

Browse more courses taught by John Pracejus

Scholarly Activities

Research - Book Chapters

Pracejus, John W., (2004) "Seven Psychological Mechanisms through which Sponsorship can Influence Consumers" in Sports Marketing and the Psychology of Marketing Communications Lynn R. Kahle and Chris Riley eds., Lawrence Erlbaum Associates, Inc., 175-190

Research - Journals

Popa Sârghie, Monica, and John Pracejus (2022), “Consumer Perspectives on Fairtrade Prices,” Journal of Emerging Trends in Marketing and Management (JETIMM), Vol. 1, No. 1/2022 (published online August 5, 2022).

 Popa Sârghie, Monica and John W. Pracejus (2021) “Alleviating Inequity and Promoting a Moral Economy through Fair Trade: How Can Reluctant Consumers Become Part of the Solution? Journal of Strategic Marketing. DOI: 10.1080/0965254X.2021.1922488

Olsen, G. Douglas, John W. Pracejus (2020). “Customized Advertising: Allowing Consumers to Directly Tailor Messages Leads to Better Outcomes for the Brand” Journal of Business Research, 116, 245-257.

John Pracejus, Qian (Claire) Deng, Paul R. Messinger, G. Douglas Olsen (2019). “Fit in cause related marketing: an integrative retrospective” Journal of Global Scholars of Marketing Science. DOI: 10.1080/21639159.2018.1509365

Vithala R. Rao , Gary J. Russell , Hemant Bhargava, Alan Cooke, Tim Derdenger , Hwang Kim , Nanda Kumar, Irwin Levin, Yu Ma , Nitin Mehta , John Pracejus , R. Venkatesh (2018). "Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior." . Customer Needs and Solutions, 5, 107–120.

Pracejus, John W., Thomas C. O’Guinn and G. Douglas Olsen(2013) “When White Space Is More than ‘Burning Money’: Economic Signaling Meets Visual Commercial Rhetoric” International Journal of Research in Marketing, 30, 3, 211–218

Olsen, G. Douglas, John W. Pracejus and Thomas C. O’Guinn (2012) “Print Advertising: White space” Journal of Business Research , 65, 855-860

Chowdhury, Rafi M. M. I., G. Douglas Olsen, and John W. Pracejus (2011) “How Many Pictures Should Your Print Ad Have?” Journal of Business Research, 64, 1, 3-6 (Lead Article)

Chowdhury, Rafi M. M. I., G. Douglas Olsen, and John W. Pracejus (2008) “Affective Responses to Images in Print Advertising: Affect Integration in a Simultaneous Presentation Context” Journal of Advertising, 37, 3, 7-18 (Lead Article)

Popkowski Leszczyc, Peter T. L., John W. Pracejus and Michael Shen (2008) “Why More Can be Less: An Inference-Based Explanation for Hyper-Subadditivity in Bundle Valuation” Organizational Behavior and Human Decision Processes 105, 233-246

Pracejus, John W., G. Douglas Olsen and Thomas C. O’Guinn (2006) "How Nothing Became Something: White Space, Rhetoric, History and Meaning” The Journal of Consumer Research. 33, 1, 82-90

Olsen, G. Douglas, and John W. Pracejus (2004) “Integration of Positive and Negative Affective Stimuli” The Journal of Consumer Psychology, 14, 4, 374-384.

Pracejus, John W., G. Douglas Olsen and Norman R. Brown (2004) “On the Prevalence and Impact of Vague Quantifiers in Cause Related Marketing” The Journal of Advertising, 32, 4, 19-28.

Pracejus, John W. and G. Douglas Olsen (2004) “The Role of Brand/Cause Fit in the Effectiveness of Cause-Related Marketing Campaigns” The Journal of Business Research, 57, 6, 635-640.

Olsen, G. Douglas, John W. Pracejus and Norman R. Brown (2003) “When Profit Equals Price: Consumer Confusion about Donation Amounts in Cause-Related Marketing” The Journal of Public Policy and Marketing, 22, 2, 170-180.

Pham, Michel Tuan, Joel B. Cohen, John W. Pracejus and G. David Hughes (2001) “Affect-Monitoring and the Primacy of Feelings in Judgment” The Journal of Consumer Research, 28, 2, 167-188 (Lead article)

Research - Professional Service

International Journal of Research in Marketing –ad hoc reviewer

Journal of Advertising – ad hoc reviewer

Journal of Business Research – ad hoc reviewer

Journal of Consumer Psychology – ad hoc reviewer

Journal of Consumer Research – ad hoc reviewer

Journal of Marketing – ad hoc reviewer

Journal of Marketing Research– ad hoc reviewer

Journal of Public Policy and Marketing – ad hoc reviewer

Journal of Retailing – ad hoc reviewer