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

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

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

Cavanaugh, L. A., et al. “When doing good is bad in gift giving: Mis-predicting appreciation of socially responsible gifts.” Organizational Behavior and Human Decision Processes, vol. 131, Nov. 2015, pp. 178–89. Scopus, doi:10.1016/j.obhdp.2015.07.002. Full Text

Liu, P. J., et al. “Vice-virtue bundles.” Management Science, vol. 61, no. 1, Jan. 2015, pp. 204–28. Scopus, doi:10.1287/mnsc.2014.2053. Full Text

Shepherd, S., et al. “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, vol. 42, no. 1, Jan. 2015, pp. 76–92. Scopus, doi:10.1093/jcr/ucv005. Full Text

McClelland, G. H., et al. “Median splits, Type II errors, and false-positive consumer psychology: Don't fight the power.” Journal of Consumer Psychology, vol. 25, no. 4, Jan. 2015, pp. 679–89. Scopus, doi:10.1016/j.jcps.2015.05.006. Full Text