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

Moore, S. G., and G. J. Fitzsimons. “While parents might not want to, researchers really should ask questions about risky behaviors.” Journal of Consumer Psychology, vol. 18, no. 2, Apr. 2008, pp. 111–15. Scopus, doi:10.1016/j.jcps.2008.01.005. Full Text

Fitzsimons, Gavan J., and Sarah G. Moore. “Should we ask our Children about Sex, Drugs and Rock & Roll?: Potentially Harmful Effects of Asking Questions About Risky Behaviors.Journal of Consumer Psychology : The Official Journal of the Society for Consumer Psychology, vol. 18, no. 2, Apr. 2008, pp. 82–95. Epmc, doi:10.1016/j.jcps.2008.01.002. Full Text

Fitzsimons, G. J., et al. “Asking questions about vices really does increase vice behavior.” Social Influence, vol. 2, no. 4, Dec. 2007, pp. 237–43. Scopus, doi:10.1080/15534510701410277. Full Text

Fitzsimons, G. J., and V. G. Morwitz. “Advance in Consumer Research: Preface.” Advances in Consumer Research, vol. 34, Dec. 2007.

Zemack-Rugar, Yael, et al. “The effects of nonconsciously priming emotion concepts on behavior.Journal of Personality and Social Psychology, vol. 93, no. 6, Dec. 2007, pp. 927–39. Epmc, doi:10.1037/0022-3514.93.6.927. Full Text

Chartrand, T. L., et al. “Nonconscious relationship reactance: When significant others prime opposing goals.” Journal of Experimental Social Psychology, vol. 43, no. 5, Sept. 2007, pp. 719–26. Scopus, doi:10.1016/j.jesp.2006.08.003. Full Text

Fitzsimons, Gavan J., et al. “License to Sin: The Liberating Role of Reporting Expectations.The Journal of Consumer Research, vol. 34, no. 1, June 2007, pp. 22–31. Epmc, doi:10.1086/513043. Full Text

Morales, A. C., and G. J. Fitzsimons. “Product contagion: Changing consumer evaluations through physical contact with "disgusting" products.” Journal of Marketing Research, vol. 44, no. 2, May 2007, pp. 272–83. Scopus, doi:10.1509/jmkr.44.2.272. Full Text

Andersen, E. T., et al. “Measuring and mitigating the costs of stockouts.” Management Science, vol. 52, no. 11, Nov. 2006, pp. 1751–63. Scopus, doi:10.1287/mnsc.1060.0577. Full Text

Tavassoli, N. T., and G. J. Fitzsimons. “Spoken and typed expressions of repeated attitudes: matching response modes leads to attitude retrieval versus construction.” Journal of Consumer Research, vol. 33, no. 2, Sept. 2006, pp. 179–87. Scopus, doi:10.1086/506299. Full Text