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 & 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
- Faculty Network Member of the Duke Institute for Brain Sciences, Duke Institute for Brain Sciences, University Institutes and Centers 2021
Contact Information
- Duke Box 90120, Durham, NC 27708-0120
- Fuqua School, Durham, NC 27708
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gavan@duke.edu
(919) 660-7793
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Fuqua Faculty Profile
- Background
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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
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Previous Appointments & Affiliations
- R. David Thomas Distinguished Professor of Business Administration, Fuqua School of Business, Duke University 2010 - 2017
- Associate Professor of Business Administration, Fuqua School of Business, Duke University 2003 - 2007
- Recognition
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In the News
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AUG 5, 2022 Fuqua School of Business -
MAR 8, 2022 Fuqua School of Business -
MAY 14, 2020 Fuqua School of Business -
NOV 4, 2016 the New York Times -
OCT 26, 2016 -
JUL 13, 2016 Fast Company -
MAR 15, 2016 -
JAN 12, 2015 -
JAN 12, 2015 Duke Today -
NOV 18, 2014 -
OCT 29, 2014 -
OCT 28, 2014 -
NOV 26, 2013 Newsday -
NOV 25, 2013 -
NOV 25, 2013 Calgary Sun -
OCT 9, 2013 The Globe and Mail
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- Research
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Selected Grants
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External Relationships
- Intraloop Inc.
- Publications & Artistic Works
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Selected Publications
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Academic Articles
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Howe, H. S., L. Zhou, R. S. Dias, and G. J. Fitzsimons. “Aha over Haha: Brands benefit more from being clever than from being funny.” Journal of Consumer Psychology 33, no. 1 (January 1, 2023): 107–14. https://doi.org/10.1002/jcpy.1307.Full Text
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Howe, H. S., P. A. Ubel, and G. J. Fitzsimons. “Open Science Online Grocery: A Tool for Studying Choice Context and Food Choice.” Journal of the Association for Consumer Research 7, no. 4 (October 1, 2022): 393–402. https://doi.org/10.1086/720449.Full Text
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Breen, Jolien A. van, Maja Kutlaca, Yasin Koç, Bertus F. Jeronimus, Anne Margit Reitsema, Veljko Jovanović, Maximilian Agostini, et al. “Lockdown Lives: A Longitudinal Study of Inter-Relationships Among Feelings of Loneliness, Social Contacts, and Solidarity During the COVID-19 Lockdown in Early 2020.” Personality & Social Psychology Bulletin 48, no. 9 (September 2022): 1315–30. https://doi.org/10.1177/01461672211036602.Full Text
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Brick, D. J., L. Zhou, T. L. Chartrand, and G. J. Fitzsimons. “Better to Decide Together: Shared Consumer Decision Making, Perceived Power, and Relationship Satisfaction.” Journal of Consumer Psychology 32, no. 3 (July 1, 2022): 387–405. https://doi.org/10.1002/jcpy.1260.Full Text
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Keng, Shian-Ling, Michael V. Stanton, LeeAnn B. Haskins, Carlos A. Almenara, Jeannette Ickovics, Antwan Jones, Diana Grigsby-Toussaint, et al. “COVID-19 stressors and health behaviors: A multilevel longitudinal study across 86 countries.” Preventive Medicine Reports 27 (June 2022): 101764. https://doi.org/10.1016/j.pmedr.2022.101764.Full Text
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Van Lissa, Caspar J., Wolfgang Stroebe, Michelle R. vanDellen, N Pontus Leander, Maximilian Agostini, Tim Draws, Andrii Grygoryshyn, et al. “Using machine learning to identify important predictors of COVID-19 infection prevention behaviors during the early phase of the pandemic.” Patterns (New York, N.Y.) 3, no. 4 (April 2022): 100482. https://doi.org/10.1016/j.patter.2022.100482.Full Text
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Resta, Elena, Silvana Mula, Conrad Baldner, Daniela Di Santo, Maximilian Agostini, Jocelyn J. Bélanger, Ben Gützkow, et al. “'We are all in the same boat': How societal discontent affects intention to help during the COVID-19 pandemic.” Journal of Community & Applied Social Psychology 32, no. 2 (March 2022): 332–47. https://doi.org/10.1002/casp.2572.Full Text
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Schumpe, Birga M., Caspar J. Van Lissa, Jocelyn J. Bélanger, Kai Ruggeri, Jochen Mierau, Claudia F. Nisa, Erica Molinario, et al. “Predictors of adherence to public health behaviors for fighting COVID-19 derived from longitudinal data.” Scientific Reports 12, no. 1 (March 2022): 3824. https://doi.org/10.1038/s41598-021-04703-9.Full Text
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Brick, D. J., K. G. Wight, and G. J. Fitzsimons. “Secret consumer behaviors in close relationships.” Journal of Consumer Psychology, January 1, 2022. https://doi.org/10.1002/jcpy.1315.Full Text
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Enea, Violeta, Nikolett Eisenbeck, David F. Carreno, Karen M. Douglas, Robbie M. Sutton, Maximilian Agostini, Jocelyn J. Bélanger, et al. “Intentions to be Vaccinated Against COVID-19: The Role of Prosociality and Conspiracy Beliefs across 20 Countries.” Health Communication, January 2022, 1–10. https://doi.org/10.1080/10410236.2021.2018179.Full Text
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Stroebe, Wolfgang, Michelle R. vanDellen, Georgios Abakoumkin, Edward P. Lemay, William M. Schiavone, Maximilian Agostini, Jocelyn J. Bélanger, et al. “Correction: Politicization of COVID-19 health-protective behaviors in the United States: Longitudinal and cross-national evidence.” Plos One 17, no. 1 (January 2022): e0263100. https://doi.org/10.1371/journal.pone.0263100.Full Text
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Romano, A., G. Spadaro, D. Balliet, J. Joireman, C. V. Lissa, S. Jin, M. Agostini, et al. “Cooperation and Trust Across Societies During the COVID-19 Pandemic.” Journal of Cross Cultural Psychology 52, no. 7 (August 1, 2021): 622–42. https://doi.org/10.1177/0022022120988913.Full Text
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Nisa, Claudia F., Jocelyn J. Bélanger, Daiane G. Faller, Nicholas R. Buttrick, Jochen O. Mierau, Maura M. K. Austin, Birga M. Schumpe, et al. “Lives versus Livelihoods? Perceived economic risk has a stronger association with support for COVID-19 preventive measures than perceived health risk.” Scientific Reports 11, no. 1 (May 2021): 9669. https://doi.org/10.1038/s41598-021-88314-4.Full Text
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Han, Qing, Bang Zheng, Maximilian Agostini, Jocelyn J. Bélanger, Ben Gützkow, Jannis Kreienkamp, Anne Margit Reitsema, Jolien A. van Breen, PsyCorona Collaboration, and N Pontus Leander. “Associations of risk perception of COVID-19 with emotion and mental health during the pandemic.” Journal of Affective Disorders 284 (April 2021): 247–55. https://doi.org/10.1016/j.jad.2021.01.049.Full Text
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Shepherd, S., T. L. Chartrand, and G. J. Fitzsimons. “Sincere, not sinful: Political ideology and the unique role of brand sincerity in shaping heterosexual and LGBTQ Consumers’ views of LGBTQ ads.” Journal of the Association for Consumer Research 6, no. 2 (April 1, 2021): 250–62. https://doi.org/10.1086/712608.Full Text
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Jin, S., D. Balliet, A. Romano, G. Spadaro, C. J. van Lissa, M. Agostini, J. J. Bélanger, et al. “Intergenerational conflicts of interest and prosocial behavior during the COVID-19 pandemic.” Personality and Individual Differences 171 (March 1, 2021). https://doi.org/10.1016/j.paid.2020.110535.Full Text
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Datta, Nandini, Tatyana Bidopia, Samir Datta, Gaurie Mittal, Franca Alphin, Beate M. Herbert, Elizabeth J. Marsh, Gavan J. Fitzsimons, Timothy J. Strauman, and Nancy L. Zucker. “Internal states and interoception along a spectrum of eating disorder symptomology.” Physiol Behav 230 (March 1, 2021): 113307. https://doi.org/10.1016/j.physbeh.2020.113307.Full Text Link to Item
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Stroebe, Wolfgang, Michelle R. vanDellen, Georgios Abakoumkin, Edward P. Lemay, William M. Schiavone, Maximilian Agostini, Jocelyn J. Bélanger, et al. “Politicization of COVID-19 health-protective behaviors in the United States: Longitudinal and cross-national evidence.” Plos One 16, no. 10 (January 2021): e0256740. https://doi.org/10.1371/journal.pone.0256740.Full Text
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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.Full Text Link to Item
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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.Full Text
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Moore, S. G., G. M. Fitzsimons, and G. J. Fitzsimons. “She’ll take two: Relationship interdependence and negative emotion in everyday choice for others.” Journal of the Association for Consumer Research 5, no. 3 (July 1, 2020): 335–44. https://doi.org/10.1086/709173.Full Text
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Shepherd, S., and G. J. Fitzsimons. “Special edition packaging and its negative effects on search and the shopping experience.” Journal of Marketing Theory and Practice 28, no. 2 (April 2, 2020): 156–72. https://doi.org/10.1080/10696679.2019.1704631.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text Link to Item
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text Link to Item
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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 (October 1, 2015): 679–89. https://doi.org/10.1016/j.jcps.2015.05.006.Full Text
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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 (June 1, 2015): 76–92. https://doi.org/10.1093/jcr/ucv005.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.
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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 24, no. 4 (January 1, 2014): 541–48. https://doi.org/10.1016/j.jcps.2014.04.001.Full Text
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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.Full Text
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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.Full Text
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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.
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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.Full Text
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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 (January 1, 2013): 365–77. https://doi.org/10.1509/jmr.10.0202.Full Text
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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 (January 1, 2013): 277–88. https://doi.org/10.1509/jmr.12.0420.Full Text
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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.Full Text
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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.Full Text
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Venkatraman, V., J. A. Clithero, G. 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 (2012): 143–53.
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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 (January 1, 2012): 383–93. https://doi.org/10.1509/jmr.07.0364.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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 (January 1, 2011): 296–307. https://doi.org/10.1509/jmkr.48.2.296.Full Text
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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.Full Text
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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.Full Text Open Access Copy
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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.
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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.
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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.Full Text
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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.
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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.Full Text
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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.
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Fitzsimons, G. J. “Editorial death to dichotomizing.” Journal of Consumer Research 35, no. 1 (June 1, 2008).
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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Fitzsimons, G. J., and V. G. Morwitz. “Advance in Consumer Research: Preface.” Advances in Consumer Research 34 (December 1, 2007).
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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.Full Text
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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.Full Text
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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 (January 1, 2007): 272–83. https://doi.org/10.1509/jmkr.44.2.272.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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Irmak Caglar Block, L. G., and G. J. Fitzsimons. “The Placebo Effect in Marketing: Sometimes You Just Have to Want It to Work (Accepted).” Journal of Marketing Research 42 (November 2005).
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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.
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Fitzsimons, G. J., J. Nunes, and P. Williams. “License to Sin: The Liberating Role of Reporting Expectations (Accepted).” Journal of Consumer Research, 2005.
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Honea, H., A. C. Morales, and G. J. Fitzsimons. “1=2: When A Singular Experience Leads to Dissociated Evaluations (Accepted).” Journal of Consumer Psychology, 2005.
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Posavak, S. S., F. R. Kardes, D. M. Sanbonmatsu, and G. J. Fitzsimons. “Blissful Insularity: When Brands are Judged in Isolation from Competitors (Accepted).” Marketing Letters, 2005.
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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.Full Text
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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.Full Text
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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.Full Text
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Fitzsimons, G. J., and D. R. Lehmann. “Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses.” Marketing Science 23, no. 1 (2004): 82–94.
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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.
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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 (January 1, 2004): 64–74. https://doi.org/10.1207/s15327663jcp1401&2_8.Full Text
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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.
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Posavak, S. S., D. M. Sanbonmatsu, F. R. Kardes, and G. J. Fitzsimons. “The Brand Positivity Effect: When Evaluation Confers Preference.” Journal of Consumer Research 21, no. 3 (2004).
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Williams, P., G. J. Fitzsimons, and L. G. Block. “When Consumers Don't Recognize "Benign" Intentions Questions as Persuasion Attempts.” Journal of Consumer Research 21, no. 3 (2004): 540–50.
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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.Full Text
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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.
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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.Full Text
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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.
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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 (January 1, 2001): 254–61. https://doi.org/10.1509/jmkr.38.2.254.18837.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.Full Text
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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.
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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.Full Text
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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.Full Text
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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.Link to Item
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Boulding, W., M. C. Moore, R. Staelin, K. P. Corfman, P. R. Dickson, G. J. Fitzsimons, S. Gupta, et al. “Understanding Managers' Strategic Decision Making Process.” Marketing Letters 5, no. 4 (1994): 413–26.
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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 (1994): 17–25.
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Book Sections
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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.
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Fitzsimons, G. J., K. M. Cutright, and A. Samper. “We Are What We Buy?” In Identity and Consumption, edited by R. Belk and A. Ruvio. London: Routledge, 2012.
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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.
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Bettman, J. R., and J. E. Escalas. “Brand Relationships and Self-Identity: Consumer Use of Celebrity Meaning to Repair a Compromised Identity (Accepted).” In Consumer Brand Relationships 2, edited by S. Fournier, M. Breazale, and J. Avery. New York: Routledge, n.d.
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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.
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Conference Papers
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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.Link to Item
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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
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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.Link to Item
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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.Full Text
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- Teaching & Mentoring
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Recent Courses
- MARKETNG 899: Independent Study 2023
- BA 967: Behavioral Research Methods 2022
- BA 998: Independent Study 2022
- MARKETNG 797: Consumer Behavior 2022
- MARKETNG 899: Independent Study 2022
- PSY 719: Behavioral Research Methods 2022
- MARKETNG 797: Consumer Behavior 2021
- MARKETNG 899: Independent Study 2021
- PSY 491: Independent Study 2021
- Scholarly, Clinical, & Service Activities
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Outreach & Engaged Scholarship
- Bass Connections Faculty Team Member. Nutrition and Cognition. August 2015 - May 2016 2015 - 2016
- Bass Connections Faculty Team Member. Aging and Heuristics: Do Older Adults Use Different Cues to Evaluate Information?. July 2015 - May 2016 2015 - 2016
- Bass Connections Faculty Team Member. Difficult Early Childhoods and Educational Paths toward Adulthood. August 2014 - May 2015 2014 - 2015
- Bass Connections Faculty Team Member. Goals and Collective Efficacy: Routes to Energy Saving. August 2013 - May 2014 2013 - 2014
- Bass Connections Faculty Team Member. Interventions to Increase Healthy Eating on College Campuses. August 2013 - May 2014 2013 - 2014
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