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
Phone: 
919.660.7793

Overview

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

Brick, D. J., et al. “Coke vs. Pepsi: Brand compatibility, relationship power, and life satisfaction.” Journal of Consumer Research, vol. 44, no. 5, Feb. 2018, pp. 991–1014. Scopus, doi:10.1093/jcr/ucx079. Full Text

Brick, D. J., et al. “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, vol. 44, no. 5, Feb. 2018, p. 1174. Scopus, doi:10.1093/jcr/ucx095. Full Text

Acikalin, M. Yavuz, et al. “Rhesus macaques form preferences for brand logos through sex and social status based advertising.Plos One, vol. 13, no. 2, 2018, p. e0193055. Pubmed, doi:10.1371/journal.pone.0193055. Full Text

Wu, F., et al. “It's too pretty to use! When and how enhanced product aesthetics discourage usage and lower consumption enjoyment.” Journal of Consumer Research, vol. 44, no. 3, Oct. 2017, pp. 651–72. Scopus, doi:10.1093/jcr/ucx057. Full Text

Zemack-Rugar, Y., et al. “Just do it! Why committed consumers react negatively to assertive ads.” Journal of Consumer Psychology, vol. 27, no. 3, July 2017, pp. 287–301. Scopus, doi:10.1016/j.jcps.2017.01.002. Full Text

Brick, D. J., and G. J. Fitzsimons. “Oppositional brand choice: Using brands to respond to relationship frustration.” Journal of Consumer Psychology, vol. 27, no. 2, Apr. 2017, pp. 257–63. Scopus, doi:10.1016/j.jcps.2016.10.002. Full Text

Brick, D. J., et al. “The effects of resources on brand and interpersonal connection.” Journal of the Association for Consumer Research, vol. 2, no. 1, Jan. 2017, pp. 78–92. Scopus, doi:10.1086/688755. Full Text

Leander, N. Pontus, et al. “Is Freedom Contagious? A Self-Regulatory Model of Reactance and Sensitivity to Deviant Peers.Motivation Science, vol. 2, no. 4, Dec. 2016, pp. 256–67. Epmc, doi:10.1037/mot0000042. Full Text

Zemack-Rugar, Y., et al. “When donating is liberating: The role of product and consumer characteristics in the appeal of cause-related products.” Journal of Consumer Psychology, vol. 26, no. 2, Apr. 2016, pp. 213–30. Scopus, doi:10.1016/j.jcps.2015.06.001. Full Text

Yang, L. W., et al. “The influence of gender and self-monitoring on the products consumers choose for joint consumption.” International Journal of Research in Marketing, vol. 32, no. 4, Dec. 2015, pp. 398–407. Scopus, doi:10.1016/j.ijresmar.2015.05.008. Full Text

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