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

Laurin, K., et al. “Response to restrictive policies: Reconciling system justification and psychological reactance.” Organizational Behavior and Human Decision Processes, vol. 122, no. 2, Nov. 2013, pp. 152–62. Scopus, doi:10.1016/j.obhdp.2013.06.004. Full Text

Cutright, K. M., et al. “Putting brands in their place: How a lack of control keeps brands contained.” Journal of Marketing Research, vol. 50, no. 3, June 2013, pp. 365–77. Scopus, doi:10.1509/jmr.10.0202. Full Text

Spiller, S. A., et al. “Spotlights,floodlights,andthe magic number zero: Simple effects tests in moderated regression.” Journal of Marketing Research, vol. 50, no. 2, Apr. 2013, pp. 277–88. Scopus, doi:10.1509/jmr.12.0420. Full Text

Liu, P. J., et al. “Matching choices to avoid offending stigmatized group members.” Organizational Behavior and Human Decision Processes, 2013.

Yang, L. W., et al. “Stereotyping, affiliation, and self-stereotyping of underrepresented groups in the sales force.” Journal of Personal Selling and Sales Management, vol. 33, no. 1, Jan. 2013, pp. 105–16. Scopus, doi:10.2753/PSS0885-3134330109. Full Text

Morales, A. C., et al. “How disgust enhances the effectiveness of fear appeals.” Journal of Marketing Research, vol. 49, no. 3, June 2012, pp. 383–93. Scopus, doi:10.1509/jmr.07.0364. Full Text

Laurin, Kristin, et al. “Reactance versus rationalization: divergent responses to policies that constrain freedom.Psychological Science, vol. 23, no. 2, Feb. 2012, pp. 205–09. Epmc, doi:10.1177/0956797611429468. Full Text

Venkatraman, V., et al. “New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences.” Journal of Consumer Psychology, vol. 22, no. 1, Jan. 2012, pp. 143–53. Scopus, doi:10.1016/j.jcps.2011.11.008. Full Text

Moore, S. G., et al. “Wolves in sheep's clothing: How and when hypothetical questions influence behavior.” Organizational Behavior and Human Decision Processes, vol. 117, no. 1, Jan. 2012, pp. 168–78. Scopus, doi:10.1016/j.obhdp.2011.08.003. Full Text

Banfield, J. C., et al. “A person by situation account of motivated system defense.” Social Psychological and Personality Science, vol. 2, no. 2, Aug. 2011, pp. 212–19. Scopus, doi:10.1177/1948550610386809. Full Text