Gavan J. Fitzsimons | Scholars@Duke

Gavan J. Fitzsimons
Edward and Rose Donnell Distinguished Professor

Gavan J. Fitzsimons is the R. David Thomas professor of marketing and psychology at Duke University’s Fuqua School of Business. His research focuses on understanding the ways in which consumers may be influenced without their conscious knowledge or awareness by marketers and marketing researchers, often without any intent on the part of the marketer. His work has been published in numerous academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Management Science, Organizational Behavior and Human Decision Processes, the Journal of Personality and Social Psychology, and Psychological Science. His ideas have also been featured in many popular press outlets such as NPR, CNN, MSNBC, the New York Times, Wall Street Journal, Psychology Today, Oprah Magazine and Time Magazine, amongst many others.

Current Appointments & Affiliations

Edward and Rose Donnell Distinguished Professor, Fuqua School of Business, Duke University 2017
Professor of Business Administration, Fuqua School of Business, Duke University 2007
Professor in the Department of Psychology & Neuroscience, Psychology and Neuroscience, Trinity College of Arts & Sciences 2008
Affiiliate of the Center for Child and Family Policy, Center for Child and Family Policy, Sanford School of Public Policy 2015

Contact Information

Duke Box 90120, Durham, NC 27708-0120
Fuqua School, Durham, NC 27708
gavan@duke.edu (919) 660-7793
Fuqua Faculty Profile

Background
Education, Training, & Certifications
- Ph.D., Columbia University 1995
- M.Phil., Columbia University 1994
- M.B.A., University of Western Ontario (Canada) 1991
- B.S., University of Western Ontario (Canada) 1988
Duke Appointment History
- Associate Professor of Business Administration, Fuqua School of Business, Duke University 2003 - 2007
Recognition
In the News
- MAY 14, 2020 Fuqua School of Business
  
  The Resisters: The Psychology Behind Refusing to Wear Masks
- NOV 4, 2016 the New York Times
  
  Gavan Fitzsimons: Want Co-Workers to Vote Your Way? Then Stop Pestering Them
- OCT 26, 2016
  
  Duke Forward: Gavan Fitzsimons on Branding and Unintended Marketing Influences
- JUL 13, 2016 Fast Company
  
  Five surprising, science-backed ways to boost your creativity
- MAR 15, 2016
  
  Researchers find a wealth of unconscious decision-making among consumers
- JAN 12, 2015
  
  Are Brands Making People Less Religious?
- NOV 18, 2014
  
  Decide Wisely
- OCT 29, 2014
  
  Duke Forward: What's In A Brand?
- OCT 28, 2014
  
  New Duke-UNC Research Center to Explore Ways to Encourage Healthy Food Choices
- NOV 26, 2013 Newsday
  
  Could good manners help spur holiday weight gain?
- NOV 25, 2013
  
  Fuqua Research: Political Correctness Could Affect Holiday Weight Gain
- NOV 25, 2013 Calgary Sun
  
  Political correctness could affect holiday weight gain: Study
- OCT 9, 2013 The Globe and Mail
  
  Ads that fast-forward to the brain
Research
Selected Grants
- Understanding Information Processing During Consumer Choice awarded by Red Ventures 2014
Publications & Artistic Works
Selected Publications
- Academic Articles
  - Datta, Nandini, Tatyana Bidopia, Samir Datta, Gaurie Mittal, Franca Alphin, Elizabeth J. Marsh, Gavan J. Fitzsimons, Timothy J. Strauman, and Nancy L. Zucker. “Meal skipping and cognition along a spectrum of restrictive eating.” Eat Behav 39 (December 2020): 101431. https://doi.org/10.1016/j.eatbeh.2020.101431.
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  - Kerckhove, A. V., R. Lunardo, and G. J. Fitzsimons. “Monetary scarcity leads to increased desire for assortment.” Journal of the Association for Consumer Research 5, no. 4 (October 1, 2020): 377–90. https://doi.org/10.1086/709889.
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  - Wu, E. C., S. G. Moore, and G. J. Fitzsimons. “Erratum: Wine for the table: Self-construal, group size, and choice for self and others (Journal of Consumer Research DOI: 10.1093/jcr/ucy082).” Journal of Consumer Research 46, no. 6 (April 1, 2020): 1125. https://doi.org/10.1093/jcr/ucaa004.
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  - Liu, P. J., S. K. Dallas, G. J. Fitzsimons, L. L. Price, and R. W. Reczek. “A Framework for Understanding Consumer Choices for Others.” Journal of Consumer Research 46, no. 3 (October 1, 2019): 407–34. https://doi.org/10.1093/jcr/ucz009.
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  - Wu, E. C., S. G. Moore, and G. J. Fitzsimons. “Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others.” Journal of Consumer Research 46, no. 3 (October 1, 2019): 508–27. https://doi.org/10.1093/jcr/ucy082.
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  - Liu, P. J., K. L. Haws, K. Scherr, J. P. Redden, J. R. Bettman, and G. J. Fitzsimons. “The primacy of “what” over “how much”: How type and quantity shape healthiness perceptions of food portions.” Management Science 65, no. 7 (July 1, 2019): 3353–81. https://doi.org/10.1287/mnsc.2018.3098.
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  - Gaustad, T., B. M. Samuelsen, L. Warlop, and G. J. Fitzsimons. “Too much of a good thing? Consumer response to strategic changes in brand image.” International Journal of Research in Marketing 36, no. 2 (June 1, 2019): 264–80. https://doi.org/10.1016/j.ijresmar.2019.01.001.
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  - Liu, P. J., C. Lamberton, J. R. Bettman, and G. J. Fitzsimons. “Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense.” Journal of Consumer Research 45, no. 6 (April 1, 2019): 1164–93. https://doi.org/10.1093/jcr/ucy051.
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  - Sullivan, Nicolette J., Gavan J. Fitzsimons, Michael L. Platt, and Scott A. Huettel. “Indulgent Foods Can Paradoxically Promote Disciplined Dietary Choices.” Psychol Sci 30, no. 2 (February 2019): 273–87. https://doi.org/10.1177/0956797618817509.
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  - Liu, P. J., S. K. Dallas, M. Harding, and G. J. Fitzsimons. “The sales impact of featuring healthy foods, indulgent foods, or both: Findings from a large-scale retail field study.” Journal of the Association for Consumer Research 3, no. 3 (July 1, 2018): 346–63. https://doi.org/10.1086/698329.
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  - Brick, D. J., G. M. Fitzsimons, T. L. Chartrand, and G. J. Fitzsimons. “Coke vs. Pepsi: Brand compatibility, relationship power, and life satisfaction.” Journal of Consumer Research 44, no. 5 (February 1, 2018): 991–1014. https://doi.org/10.1093/jcr/ucx079.
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  - Brick, D. J., G. M. Fitzsimons, T. L. Chartrand, and G. J. Fitzsimons. “Erratum: Coke vs. Pepsi: Brand compatibility, relationship power, and life satisfaction [Journal of Consumer Research, 44, 5, (2018) (991-1014)] DOI: 10.1093/jcr/ucx079.” Journal of Consumer Research 44, no. 5 (February 1, 2018): 1174. https://doi.org/10.1093/jcr/ucx095.
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  - Acikalin, M Yavuz, Karli K. Watson, Gavan J. Fitzsimons, and Michael L. Platt. “Rhesus macaques form preferences for brand logos through sex and social status based advertising.” Plos One 13, no. 2 (2018): e0193055. https://doi.org/10.1371/journal.pone.0193055.
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  - Wu, F., A. Samper, A. C. Morales, and G. J. Fitzsimons. “It's too pretty to use! When and how enhanced product aesthetics discourage usage and lower consumption enjoyment.” Journal of Consumer Research 44, no. 3 (October 1, 2017): 651–72. https://doi.org/10.1093/jcr/ucx057.
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  - Zemack-Rugar, Y., S. G. Moore, and G. J. Fitzsimons. “Just do it! Why committed consumers react negatively to assertive ads.” Journal of Consumer Psychology 27, no. 3 (July 1, 2017): 287–301. https://doi.org/10.1016/j.jcps.2017.01.002.
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  - Brick, D. J., and G. J. Fitzsimons. “Oppositional brand choice: Using brands to respond to relationship frustration.” Journal of Consumer Psychology 27, no. 2 (April 1, 2017): 257–63. https://doi.org/10.1016/j.jcps.2016.10.002.
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  - Brick, D. J., T. L. Chartrand, and G. J. Fitzsimons. “The effects of resources on brand and interpersonal connection.” Journal of the Association for Consumer Research 2, no. 1 (January 1, 2017): 78–92. https://doi.org/10.1086/688755.
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  - Leander, N Pontus, Michelle R. vanDellen, Judith Rachl-Willberger, James Y. Shah, Gavan J. Fitzsimons, and Tanya L. Chartrand. “Is Freedom Contagious? A Self-Regulatory Model of Reactance and Sensitivity to Deviant Peers.” Motivation Science 2, no. 4 (December 2016): 256–67. https://doi.org/10.1037/mot0000042.
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  - Zemack-Rugar, Y., R. Rabino, L. A. Cavanaugh, and G. J. Fitzsimons. “When donating is liberating: The role of product and consumer characteristics in the appeal of cause-related products.” Journal of Consumer Psychology 26, no. 2 (April 1, 2016): 213–30. https://doi.org/10.1016/j.jcps.2015.06.001.
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  - Yang, L. W., T. L. Chartrand, and G. J. Fitzsimons. “The influence of gender and self-monitoring on the products consumers choose for joint consumption.” International Journal of Research in Marketing 32, no. 4 (December 1, 2015): 398–407. https://doi.org/10.1016/j.ijresmar.2015.05.008.
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  - Cavanaugh, L. A., F. Gino, and G. J. Fitzsimons. “When doing good is bad in gift giving: Mis-predicting appreciation of socially responsible gifts.” Organizational Behavior and Human Decision Processes 131 (November 1, 2015): 178–89. https://doi.org/10.1016/j.obhdp.2015.07.002.
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  - Breazeale, M., S. Fournier, J. Avery, D. Aaker, J. Deighton, G. Fitzsimons, R. V. Kozinets, et al. “Contemplating the futures of branding.” Strong Brands, Strong Relationships, 2015, 395–414. https://doi.org/10.4324/9781315767079.
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  - Liu, P. J., K. L. Haws, C. Lamberton, T. H. Campbell, and G. J. Fitzsimons. “Vice-virtue bundles.” Management Science 61, no. 1 (January 1, 2015): 204–28. https://doi.org/10.1287/mnsc.2014.2053.
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  - McClelland, G. H., J. G. Lynch, J. R. Irwin, S. A. Spiller, and G. J. Fitzsimons. “Median splits, Type II errors, and false-positive consumer psychology: Don't fight the power.” Journal of Consumer Psychology 25, no. 4 (January 1, 2015): 679–89. https://doi.org/10.1016/j.jcps.2015.05.006.
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  - Shepherd, S., T. L. Chartrand, and G. J. Fitzsimons. “When brands reflect our ideal world: The values and brand preferences of consumers who support versus reject society’s dominant ideology.” Journal of Consumer Research 42, no. 1 (January 1, 2015): 76–92. https://doi.org/10.1093/jcr/ucv005.
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  - Cutright, Keisha M., Tülin Erdem, Gavan J. Fitzsimons, and Ron Shachar. “Finding brands and losing your religion?” Journal of Experimental Psychology. General 143, no. 6 (December 2014): 2209–22. https://doi.org/10.1037/a0037876.
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  - Yang, L. W., K. M. Cutright, T. L. Chartrand, and G. J. Fitzsimons. “Distinctively different: Exposure to multiple brands in low-elaboration settings.” Journal of Consumer Research 40, no. 5 (February 1, 2014): 973–92. https://doi.org/10.1086/673522.
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  - Moore, S. G., and G. J. Fitzsimons. “Yes, we have no bananas: Consumer responses to restoration of freedom.” Journal of Consumer Psychology, 2014.
  - Moore, S. G., and G. J. Fitzsimons. “Yes, we have no bananas: Consumer responses to restoration of freedom.” Journal of Consumer Psychology 24, no. 4 (January 1, 2014): 541–48. https://doi.org/10.1016/j.jcps.2014.04.001.
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  - Laurin, K., A. C. Kay, D. Proudfoot, and G. J. Fitzsimons. “Response to restrictive policies: Reconciling system justification and psychological reactance.” Organizational Behavior and Human Decision Processes 122, no. 2 (November 1, 2013): 152–62. https://doi.org/10.1016/j.obhdp.2013.06.004.
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  - Liu, P. J., T. H. Campbell, G. J. Fitzsimons, and G. M. Fitzsimons. “Matching choices to avoid offending stigmatized group members.” Organizational Behavior and Human Decision Processes 122, no. 2 (November 1, 2013): 291–304. https://doi.org/10.1016/j.obhdp.2013.08.007.
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  - Cutright, K. M., J. R. Bettman, G. J. Fitzsimons, and R. D. Thomas. “Putting brands in their place: How a lack of control keeps brands contained.” Journal of Marketing Research 50, no. 3 (June 1, 2013): 365–77. https://doi.org/10.1509/jmr.10.0202.
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  - Spiller, S. A., G. J. Fitzsimons, J. G. Lynch, and G. H. McClelland. “Spotlights,floodlights,andthe magic number zero: Simple effects tests in moderated regression.” Journal of Marketing Research 50, no. 2 (April 1, 2013): 277–88. https://doi.org/10.1509/jmr.12.0420.
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  - Liu, P. J., T. H. Campbell, G. J. Fitzsimons, and G. M. Fitzsimons. “Matching choices to avoid offending stigmatized group members.” Organizational Behavior and Human Decision Processes, 2013.
  - Yang, L. W., J. M. Hansen, T. L. Chartrand, and G. J. Fitzsimons. “Stereotyping, affiliation, and self-stereotyping of underrepresented groups in the sales force.” Journal of Personal Selling and Sales Management 33, no. 1 (January 1, 2013): 105–16. https://doi.org/10.2753/PSS0885-3134330109.
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  - Morales, A. C., E. C. Wu, and G. J. Fitzsimons. “How disgust enhances the effectiveness of fear appeals.” Journal of Marketing Research 49, no. 3 (June 1, 2012): 383–93. https://doi.org/10.1509/jmr.07.0364.
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  - Laurin, Kristin, Aaron C. Kay, and Gavan J. Fitzsimons. “Reactance versus rationalization: divergent responses to policies that constrain freedom.” Psychological Science 23, no. 2 (February 2012): 205–9. https://doi.org/10.1177/0956797611429468.
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  - Moore, S. G., D. T. Neal, G. J. Fitzsimons, and B. Shiv. “Wolves in sheep's clothing: How and when hypothetical questions influence behavior.” Organizational Behavior and Human Decision Processes 117, no. 1 (January 1, 2012): 168–78. https://doi.org/10.1016/j.obhdp.2011.08.003.
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  - Venkatraman, V., J. A. Clithero, G. J. Fitzsimons, and S. A. Huettel. “New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences.” Journal of Consumer Psychology 22, no. 1 (January 1, 2012): 143–53. https://doi.org/10.1016/j.jcps.2011.11.008.
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  - Cutright, K. M., E. C. Wu, J. C. Banfield, A. C. Kay, and G. J. Fitzsimons. “When your world must be defended: Choosing products to justify the system.” Journal of Consumer Research 38, no. 1 (June 1, 2011): 62–77. https://doi.org/10.1086/658469.
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  - Wu, E., K. M. Cutright, and G. J. Fitzsimons. “How asking " who am i?" affects what consumers buy: The influence of self-discovery on consumption.” Journal of Marketing Research 48, no. 2 (April 1, 2011): 296–307. https://doi.org/10.1509/jmkr.48.2.296.
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  - Banfield, J. C., A. C. Kay, K. M. Cutright, E. C. Wu, and G. J. Fitzsimons. “A person by situation account of motivated system defense.” Social Psychological and Personality Science 2, no. 2 (March 1, 2011): 212–19. https://doi.org/10.1177/1948550610386809.
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  - Chartrand, T. L., and G. J. Fitzsimons. “Nonconscious Consumer Psychology.” Journal of Consumer Psychology 21, no. 1 (January 1, 2011): 1–3. https://doi.org/10.1016/j.jcps.2010.12.001.
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  - Shachar, R., T. Erdem, K. M. Cutright, and G. J. Fitzsimons. “Brands: The opiate of the nonreligious masses?” Marketing Science 30, no. 1 (January 1, 2011): 92–110. https://doi.org/10.1287/mksc.1100.0591.
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  - McFerran, B., D. W. Dahl, G. J. Fitzsimons, and A. C. Morales. “Might an overweight waitress make you eat more? How the body type of others is sufficient to alter our food consumption.” Journal of Consumer Psychology 20, no. 2 (April 1, 2010): 146–51. https://doi.org/10.1016/j.jcps.2010.03.006.
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  - McFerran, B., D. W. Dahl, G. J. Fitzsimons, and A. C. Morales. “I'll have what she's having: Effects of social influence and body type on the food choices of others.” Journal of Consumer Research 36, no. 6 (April 1, 2010): 915–26. https://doi.org/10.1086/644611.
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  - Sirianni, N. J., I. Castro-Nelson, A. C. Morales, and G. J. Fitzsimons. “The influence of service employee characteristics on customer choice and post-choice satisfaction.” Advances in Consumer Research 36 (December 1, 2009): 966–68.
  - Wu, E. C., S. G. Moore, and G. J. Fitzsimons. “Dinner out with independent self-construal consumers: Wow, this is bad wine.” Advances in Consumer Research 36 (December 1, 2009): 996–97.
  - Wilcox, K., B. Vallen, L. Block, and G. J. Fitzsimons. “Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision.” Journal of Consumer Research 36, no. 3 (October 1, 2009): 380–93. https://doi.org/10.1086/599219.
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  - Shachar, R., T. Erdem, G. J. Fitzsimons, and K. M. Cutright. “Brands: The opiate of the non-religious masses?” Advances in Consumer Research 36 (January 1, 2009): 990–91.
  - Chartrand, T. L., G. M. Fitzsimons, and G. J. Fitzsimons. “Automatic effects of anthropomorphized objects on behavior.” Social Cognition 26, no. 2 (December 1, 2008): 198–209. https://doi.org/10.1521/soco.2008.26.2.198.
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  - Ferraro, R., T. L. Chartrand, and G. J. Fitzsimons. “The effects of incidental brand exposure on consumption,” December 1, 2008, 163–73.
  - Fitzsimons, G. J. “Editorial death to dichotomizing.” Journal of Consumer Research 35, no. 1 (June 1, 2008).
  - Fitzsimons, G. M., T. L. Chartrand, and G. J. Fitzsimons. “Automatic effects of brand exposure on motivated behavior: How Apple makes you "think different".” Journal of Consumer Research 35, no. 1 (June 1, 2008): 21–35. https://doi.org/10.1086/527269.
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  - Fitzsimons, Gavan J., and Sarah G. Moore. “Should we ask our Children about Sex, Drugs and Rock & Roll?: Potentially Harmful Effects of Asking Questions About Risky Behaviors.” Journal of Consumer Psychology : The Official Journal of the Society for Consumer Psychology 18, no. 2 (April 2008): 82–95. https://doi.org/10.1016/j.jcps.2008.01.002.
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  - Moore, S. G., and G. J. Fitzsimons. “While parents might not want to, researchers really should ask questions about risky behaviors.” Journal of Consumer Psychology 18, no. 2 (April 1, 2008): 111–15. https://doi.org/10.1016/j.jcps.2008.01.005.
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  - Fitzsimons, G. J., L. G. Block, and P. Williams. “Asking questions about vices really does increase vice behavior.” Social Influence 2, no. 4 (December 1, 2007): 237–43. https://doi.org/10.1080/15534510701410277.
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  - Fitzsimons, G. J., and V. G. Morwitz. “Advance in Consumer Research: Preface.” Advances in Consumer Research 34 (December 1, 2007).
  - Zemack-Rugar, Yael, James R. Bettman, and Gavan J. Fitzsimons. “The effects of nonconsciously priming emotion concepts on behavior.” Journal of Personality and Social Psychology 93, no. 6 (December 2007): 927–39. https://doi.org/10.1037/0022-3514.93.6.927.
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  - Chartrand, T. L., A. N. Dalton, and G. J. Fitzsimons. “Nonconscious relationship reactance: When significant others prime opposing goals.” Journal of Experimental Social Psychology 43, no. 5 (September 1, 2007): 719–26. https://doi.org/10.1016/j.jesp.2006.08.003.
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  - Fitzsimons, Gavan J., Joseph C. Nunes, and Patti Williams. “License to Sin: The Liberating Role of Reporting Expectations.” The Journal of Consumer Research 34, no. 1 (June 2007): 22–31. https://doi.org/10.1086/513043.
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  - Morales, A. C., and G. J. Fitzsimons. “Product contagion: Changing consumer evaluations through physical contact with "disgusting" products.” Journal of Marketing Research 44, no. 2 (May 1, 2007): 272–83. https://doi.org/10.1509/jmkr.44.2.272.
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  - Andersen, E. T., G. J. Fitzsimons, and D. Simester. “Measuring and mitigating the costs of stockouts.” Management Science 52, no. 11 (November 1, 2006): 1751–63. https://doi.org/10.1287/mnsc.1060.0577.
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  - Tavassoli, N. T., and G. J. Fitzsimons. “Spoken and typed expressions of repeated attitudes: matching response modes leads to attitude retrieval versus construction.” Journal of Consumer Research 33, no. 2 (September 1, 2006): 179–87. https://doi.org/10.1086/506299.
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  - Levav, Jonathan, and Gavan J. Fitzsimons. “When questions change behavior: the role of ease of representation.” Psychological Science 17, no. 3 (March 2006): 207–13. https://doi.org/10.1111/j.1467-9280.2006.01687.x.
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  - Honea, H., A. C. Morales, and G. J. Fitzsimons. “1=2: When a singular experience leads to dissociated evaluations.” Journal of Consumer Psychology 16, no. 2 (January 1, 2006): 124–34. https://doi.org/10.1207/s15327663jcp1602_3.
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  - Irmak, C., L. G. Block, and G. J. Fitzsimons. “The placebo effect in marketing: Sometimes you just have to want it to work.” Journal of Marketing Research 42, no. 4 (November 1, 2005): 406–9. https://doi.org/10.1509/jmkr.2005.42.4.406.
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  - Posavac, S. S., F. R. Kardes, D. M. Sanbonmatsu, and G. J. Fitzsimons. “Blissful insularity: When brands are judged in isolation from competitors.” Marketing Letters 16, no. 2 (April 1, 2005): 87–97. https://doi.org/10.1007/s11002-005-1433-2.
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  - Williams, P., L. G. Block, and G. J. Fitzsimons. “When Asking Questions About Health Behaviors Helps versus Hurts (Accepted).” Social Influences, 2005.
  - Posavac, S. S., D. M. Sanbonmatsu, F. R. Kardes, and G. J. Fitzsimons. “The brand positivity effect: When evaluation confers preference.” Journal of Consumer Research 31, no. 3 (December 1, 2004): 643–51. https://doi.org/10.1086/425099.
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  - Sengupta, J., and G. J. Fitzsimons. “The effect of analyzing reasons on the stability of brand attitudes: A reconciliation of opposing predictions.” Journal of Consumer Research 31, no. 3 (December 1, 2004): 705–11. https://doi.org/10.1086/425105.
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  - Williams, P., G. J. Fitzsimons, and L. G. Block. “When consumers do not recognize "benign" intention questions as persuasion attempts.” Journal of Consumer Research 31, no. 3 (December 1, 2004): 540–50. https://doi.org/10.1086/425088.
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  - Williams, Patti, Gavan J. Fitzsimons, and Lauren Block. “When Consumers Don't Recognize 'Benign' Intention Questions as Persuasion Attempts.” Journal of Consumer Research 31 (December 1, 2004).
  - Fitzsimons, G. J., and D. R. Lehmann. “Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses.” Marketing Science 23, no. 1 (January 1, 2004). https://doi.org/10.1287/mksc.1030.0033.
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  - Morwitz, V. G., and G. J. Fitzsimons. “The Mere-Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?” Journal of Consumer Psychology 14, no. 1 & 2 (2004): 64–74.
  - Morwitz, V. G., and G. J. Fitzsimons. “The Mere-Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?” Journal of Consumer Psychology 14, no. 1–2 (January 1, 2004): 64–74. https://doi.org/10.1207/s15327663jcp1401&2_8.
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  - Posavac, Steven S., David M. Sanbonmatsu, Frank R. Kardes, and Gavan J. Fitzsimons. “The Brand Positivity Effect: When Evaluation Confers Preference.” Journal of Consumer Research, Inc. 31 (2004).
  - Sengupta, J., and G. J. Fitzsimons. “The Effects Of Analysing Reasons on the Stability of Brand Attitudes: A Reconciliation of Opposing Predictions.” Journal of Consumer Research 21, no. 3 (2004): 705–11.
  - Fitzsimons, G. J., J. W. Hutchinson, P. Williams, J. W. Alba, T. L. Chartrand, J. Huber, F. R. Kardes, et al. “Non-Conscious Influences on Consumer Choice.” Marketing Letters 13, no. 3 (December 1, 2002): 269–79. https://doi.org/10.1023/A:1020313710388.
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  - Fitzsimons, G. J., J. W. Hutchinson, J. W. Alba, T. L. Chartrand, J. Huber, F. R. Kardes, G. Menon, et al. “Non-conscious influences on consumer choice.” Marketing Letters 13, no. 3 (2002): 267–77.
  - Fitzsimons, G. J., and B. Shiv. “Nonconscious and contaminative effects of hypothetical questions on subsequent decision making.” Journal of Consumer Research 28, no. 2 (September 1, 2001): 224–38. https://doi.org/10.1086/322899.
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  - Bradlow, E. T., and G. J. Fitzsimons. “Subscale distance and item clustering effects in self-administered surveys: A new metric.” Journal of Marketing Research 38, no. 2 (May 1, 2001): 254–61. https://doi.org/10.1509/jmkr.38.2.254.18837.
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  - Bradlow, E. T., and G. J. Fitzsimons. “Subscale Distance and Item Clustering Effects in Surveys: A New Metric.” Journal of Marketing Research 38, no. 2 (2001): 254–61.
  - Fitzsimons, G. J., and P. Williams. “Asking questions can change choice behavior: does it do so automatically or effortfully?” Journal of Experimental Psychology. Applied 6, no. 3 (September 2000): 195–206. https://doi.org/10.1037//1076-898x.6.3.195.
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  - Fitzsimons, G. J. “Consumer response to stockouts.” Journal of Consumer Research 27, no. 2 (January 1, 2000): 249–66. https://doi.org/10.1086/314323.
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  - Sengupta, J., and G. J. Fitzsimons. “The effects of analyzing reasons for brand preferences: Disruption or reinforcement?” Journal of Marketing Research 37, no. 3 (January 1, 2000): 318–30. https://doi.org/10.1509/jmkr.37.3.318.18776.
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  - Zhang, S., and G. J. Fitzsimons. “Choice-Process Satisfaction: The Influence of Attribute Alignability and Option Limitation.” Organizational Behavior and Human Decision Processes 77, no. 3 (March 1999): 192–214. https://doi.org/10.1006/obhd.1999.2821.
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  - Holbrook, M. B., L. G. Block, and G. J. Fitzsimons. “Personal Appearance and Consumption in Popular Culture: A Framework for Descriptive and Prescriptive Analysis.” Consumptio, Markets and Culture 2, no. 1 (1998): 1–56.
  - Fitzsimons, G. J., and V. G. Morwitz. “The effect of measuring intent on brand-level purchase behavior.” Journal of Consumer Research 23, no. 1 (June 1, 1996): 1–11. https://doi.org/10.1086/209462.
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  - Capon, N., G. J. Fitzsimons, and R. A. Prince. “An individual level analysis of the mutual fund investment decision.” Journal of Financial Services Research 10, no. 1 (January 1, 1996): 59–82. https://doi.org/10.1007/BF00120146.
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  - TAVASSOLI, N. T., C. J. SHULTZ, and G. J. FITZSIMONS. “PROGRAM INVOLVEMENT - ARE MODERATE LEVELS BEST FOR AD MEMORY AND ATTITUDE TOWARD THE AD.” Journal of Advertising Research 35, no. 5 (September 1, 1995): 61–72.
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  - Boulding, W., M. C. Moore, R. Staelin, K. P. Corfman, P. R. Dickson, G. Fitzsimons, S. Gupta, et al. “Understanding managers' strategic decision-making process.” Marketing Letters 5, no. 4 (October 1, 1994): 413–26. https://doi.org/10.1007/BF00999214.
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  - Capon, N., G. J. Fitzsimons, and R. Weingarten. “Affluent investors and mutual fund purchases.” International Journal of Bank Marketing 12, no. 3 (May 1, 1994): 17–25. https://doi.org/10.1108/02652329410055178.
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- Book Sections
  - McFerran, B., D. W. Dahl, G. J. Fitzsimons, and A. C. Morales. “How the body type of others impacts our food consumption.” In Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, 151–67, 2015.
  - Breazeale, M., S. Fournier, J. Avery, D. Aaker, J. Deighton, G. Fitzsimons, R. V. Kozinets, et al. “Contemplating the futures of branding.” In Strong Brands, Strong Relationships, 395–414, 2015. https://doi.org/10.4324/9781315767079.
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  - Cutright, K. M., A. Samper, and G. J. Fitzsimons. “We are what we buy?” In The Routledge Companion to Identity and Consumption, 91–98, 2013.
  - Chartrand, T. L., G. Fitzsimons, and R. Ferraro. “The effects of incidental brand exposure on consumption.” In Handbook on Brand and Experience Management, edited by B. H. Schmitt and D. L. Rogers, 163–73. Cheltenham, UK: Edward Elgar Press, 2009.
  - Fitzsimons, G. J., and J. E. Machin. “Marketing by Mistake: The Unintended Consequences of Consumer Research.” In Applying Social Cognition to Consumer-Focused Strategy, edited by F. R. Kardes, P. M. Herr, and J. Nantel, 81–95. Mahwah, NJ: Lawrence Erlbaum Associates, n.d.
- Conference Papers
  - Moore, Sarah G., and Gavan J. Fitzsimons. “Ptolemy vs. Copernicus: Self-Construal and Social Consumption.” In Advances in Consumer Research, Vol Xxxvi, edited by A. L. McGill and S. Shavitt, 36:744–45. ASSOC CONSUMER RESEARCH, 2009.
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  - Zemack-Rugar, Yael, Gavan J. Fitzsimons, and Donald R. Lehmann. “Reducing Reactance Induced Backlash Responses to Recommendations.” In Advances in Consumer Research Vol Xxxiv, edited by G. J. Fitzsimons, 34:263–64. ASSOC CONSUMER RESEARCH, 2007.
    Link to Item
  - Zemack-Rugar, Yael, James R. Bettman, and Gavan J. Fitzsimons. “"Effects of Specific, Nonconscious Emotion Primes on Behavior".” In Advances in Consumer Research Vol Xxxiv, edited by G. J. Fitzsimons, 34:583–84. ASSOC CONSUMER RESEARCH, 2007.
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  - Machin, J. E., and G. J. Fitzsimons. “Marketing by mistake: The unintended consequences of consumer research,” 81–95, 2005. https://doi.org/10.4324/9781410613271.
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Teaching & Mentoring
Recent Courses
- MARKETNG 797: Consumer Behavior 2020
- MARKETNG 899: Independent Study 2020
- PSY 203: Practicum 2020
- BA 967: Behavioral Research Methods 2019
- MARKETNG 797: Consumer Behavior 2019
- MARKETNG 899: Independent Study 2019
- PSY 719: Behavioral Research Methods 2019
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