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.
Cutright, K. M., et al. “When your world must be defended: Choosing products to justify the system.” Journal of Consumer Research, vol. 38, no. 1, June 2011, pp. 62–77. Scopus, doi:10.1086/658469. Full Text
Wu, E., et al. “How asking " who am i?" affects what consumers buy: The influence of self-discovery on consumption.” Journal of Marketing Research, vol. 48, no. 2, Apr. 2011, pp. 296–307. Scopus, doi:10.1509/jmkr.48.2.296. Full Text
McFerran, B., et al. “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, vol. 20, no. 2, Apr. 2010, pp. 146–51. Scopus, doi:10.1016/j.jcps.2010.03.006. Full Text
McFerran, B., et al. “I'll have what she's having: Effects of social influence and body type on the food choices of others.” Journal of Consumer Research, vol. 36, no. 6, Apr. 2010, pp. 915–26. Scopus, doi:10.1086/644611. Full Text Open Access Copy
Wu, E. C., et al. “Dinner out with independent self-construal consumers: Wow, this is bad wine.” Advances in Consumer Research, vol. 36, Dec. 2009, pp. 996–97.
Sirianni, N. J., et al. “The influence of service employee characteristics on customer choice and post-choice satisfaction.” Advances in Consumer Research, vol. 36, Dec. 2009, pp. 966–68.
Wilcox, K., et al. “Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision.” Journal of Consumer Research, vol. 36, no. 3, Oct. 2009, pp. 380–93. Scopus, doi:10.1086/599219. Full Text
Shachar, R., et al. “Brands: The opiate of the non-religious masses?” Advances in Consumer Research, vol. 36, Jan. 2009, pp. 990–91.