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

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.

Chartrand, T. L., et al. “Automatic effects of anthropomorphized objects on behavior.” Social Cognition, vol. 26, no. 2, Dec. 2008, pp. 198–209. Scopus, doi:10.1521/soco.2008.26.2.198. Full Text

Ferraro, R., et al. The effects of incidental brand exposure on consumption. Dec. 2008, pp. 163–73.

Fitzsimons, G. J. “Editorial death to dichotomizing.” Journal of Consumer Research, vol. 35, no. 1, June 2008.

Fitzsimons, G. M., et al. “Automatic effects of brand exposure on motivated behavior: How Apple makes you "think different".” Journal of Consumer Research, vol. 35, no. 1, June 2008, pp. 21–35. Scopus, doi:10.1086/527269. Full Text