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
Phone: 
919.660.7793

Overview

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

Posavac, Steven S., et al. “The Brand Positivity Effect: When Evaluation Confers Preference.” Journal of Consumer Research, Inc., vol. 31, 2004.

Morwitz, V. G., and G. J. Fitzsimons. “The Mere-Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?Journal of Consumer Psychology, vol. 14, no. 1 & 2, 2004, pp. 64–74.

Fitzsimons, G. J., and D. R. Lehmann. “Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses.” Marketing Science, vol. 23, no. 1, Jan. 2004. Scopus, doi:10.1287/mksc.1030.0033. Full Text

Morwitz, V. G., and G. J. Fitzsimons. “The Mere-Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?Journal of Consumer Psychology, vol. 14, no. 1–2, Jan. 2004, pp. 64–74. Scopus, doi:10.1207/s15327663jcp1401&2_8. Full Text

Fitzsimons, G. J., et al. “Non-conscious influences on consumer choice.” Marketing Letters, vol. 13, no. 3, 2002, pp. 267–77.

Fitzsimons, GJ, Hutchinson, JW, Williams, P, Alba, JW, Chartrand, TL, Huber, J, Kardes, FR, Menon, G, Raghubir, P, Russo, JE, Shiv, B, and Tavassoli, NT. "Non-Conscious Influences on Consumer Choice." Marketing Letters 13.3 (2002): 269-279. Full Text

Fitzsimons, G. J., and B. Shiv. “Nonconscious and contaminative effects of hypothetical questions on subsequent decision making.” Journal of Consumer Research, vol. 28, no. 2, Sept. 2001, pp. 224–38. Scopus, doi:10.1086/322899. Full Text

Bradlow, E. T., and G. J. Fitzsimons. “Subscale distance and item clustering effects in self-administered surveys: A new metric.” Journal of Marketing Research, vol. 38, no. 2, May 2001, pp. 254–61. Scopus, doi:10.1509/jmkr.38.2.254.18837. Full Text

Bradlow, E. T., and G. J. Fitzsimons. “Subscale Distance and Item Clustering Effects in Surveys: A New Metric.” Journal of Marketing Research, vol. 38, no. 2, 2001, pp. 254–61.

Fitzsimons, G. J., and P. Williams. “Asking questions can change choice behavior: does it do so automatically or effortfully?Journal of Experimental Psychology. Applied, vol. 6, no. 3, Sept. 2000, pp. 195–206. Epmc, doi:10.1037//1076-898x.6.3.195. Full Text

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