Gavan J. Fitzsimons

Gavan J. Fitzsimons

Edward and Rose Donnell Distinguished Professor

External Address: 
Fuqua School, Durham, NC 27708
Internal Office Address: 
Duke Box 90120, Durham, NC 27708-0120


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.

Education & Training

  • 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

Selected Grants

Understanding Information Processing During Consumer Choice awarded by Red Ventures (Co-Mentor). 2014

McFerran, B., et al. “How the body type of others impacts our food consumption.” Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, 2015, pp. 151–67.

Fitzsimons, G. J., et al. “We Are What We Buy?Identity and Consumption, edited by R. Belk and A. Ruvio, Routledge, 2012.

Chartrand, T. L., et al. “The effects of incidental brand exposure on consumption.” Handbook on Brand and Experience Management, edited by B. H. Schmitt and D. L. Rogers, Edward Elgar Press, 2009, pp. 163–73.

Fitzsimons, G. J., and J. E. Machin. “Marketing by Mistake: The Unintended Consequences of Consumer Research.” Applying Social Cognition to Consumer-Focused Strategy, edited by F. R. Kardes et al., Lawrence Erlbaum Associates, pp. 81–95.

Bettman, J. R., and J. E. Escalas. “Brand Relationships and Self-Identity: Consumer Use of Celebrity Meaning to Repair a Compromised Identity (Accepted).” Consumer Brand Relationships 2, edited by S. Fournier et al., Routledge.

Keng, Shian-Ling, et al. “COVID-19 stressors and health behaviors: A multilevel longitudinal study across 86 countries. (Accepted)Preventive Medicine Reports, vol. 27, June 2022, p. 101764. Epmc, doi:10.1016/j.pmedr.2022.101764. Full Text

Van Lissa, Caspar J., 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.), vol. 3, no. 4, Apr. 2022, p. 100482. Epmc, doi:10.1016/j.patter.2022.100482. Full Text

Schumpe, Birga M., et al. “Predictors of adherence to public health behaviors for fighting COVID-19 derived from longitudinal data.Scientific Reports, vol. 12, no. 1, Mar. 2022, p. 3824. Epmc, doi:10.1038/s41598-021-04703-9. Full Text

Enea, Violeta, et al. “Intentions to be Vaccinated Against COVID-19: The Role of Prosociality and Conspiracy Beliefs across 20 Countries.Health Communication, Jan. 2022, pp. 1–10. Epmc, doi:10.1080/10410236.2021.2018179. Full Text

Stroebe, Wolfgang, et al. “Correction: Politicization of COVID-19 health-protective behaviors in the United States: Longitudinal and cross-national evidence.Plos One, vol. 17, no. 1, Jan. 2022, p. e0263100. Epmc, doi:10.1371/journal.pone.0263100. Full Text

Resta, Elena, 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, Oct. 2021. Epmc, doi:10.1002/casp.2572. Full Text

van Breen, Jolien A., 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, Aug. 2021, p. 1461672211036602. Epmc, doi:10.1177/01461672211036602. Full Text

Romano, A., et al. “Cooperation and Trust Across Societies During the COVID-19 Pandemic.” Journal of Cross Cultural Psychology, vol. 52, no. 7, Aug. 2021, pp. 622–42. Scopus, doi:10.1177/0022022120988913. Full Text

Nisa, Claudia F., 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, vol. 11, no. 1, May 2021, p. 9669. Epmc, doi:10.1038/s41598-021-88314-4. Full Text

Han, Qing, et al. “Associations of risk perception of COVID-19 with emotion and mental health during the pandemic.Journal of Affective Disorders, vol. 284, Apr. 2021, pp. 247–55. Epmc, doi:10.1016/j.jad.2021.01.049. Full Text


Moore, Sarah G., and Gavan J. Fitzsimons. “Ptolemy vs. Copernicus: Self-Construal and Social Consumption.” Advances in Consumer Research, Vol Xxxvi, edited by A. L. McGill and S. Shavitt, vol. 36, ASSOC CONSUMER RESEARCH, 2009, pp. 744–45.

Zemack-Rugar, Yael, et al. “Reducing Reactance Induced Backlash Responses to Recommendations.” Advances in Consumer Research Vol Xxxiv, edited by G. J. Fitzsimons, vol. 34, ASSOC CONSUMER RESEARCH, 2007, pp. 263–64.

Zemack-Rugar, Yael, et al. “"Effects of Specific, Nonconscious Emotion Primes on Behavior".” Advances in Consumer Research Vol Xxxiv, edited by G. J. Fitzsimons, vol. 34, ASSOC CONSUMER RESEARCH, 2007, pp. 583–84.

Machin, J. E., and G. J. Fitzsimons. Marketing by mistake: The unintended consequences of consumer research. 2005, pp. 81–95. Scopus, doi:10.4324/9781410613271. Full Text