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

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. 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

Fitzsimons, G. J. “Consumer response to stockouts.” Journal of Consumer Research, vol. 27, no. 2, Jan. 2000, pp. 249–66. Scopus, doi:10.1086/314323. Full Text

Sengupta, J., and G. J. Fitzsimons. “The effects of analyzing reasons for brand preferences: Disruption or reinforcement?Journal of Marketing Research, vol. 37, no. 3, Jan. 2000, pp. 318–30. Scopus, doi:10.1509/jmkr.37.3.318.18776. Full Text

Zhang, S., and G. J. Fitzsimons. “Choice-Process Satisfaction: The Influence of Attribute Alignability and Option Limitation.Organizational Behavior and Human Decision Processes, vol. 77, no. 3, Mar. 1999, pp. 192–214. Epmc, doi:10.1006/obhd.1999.2821. Full Text

Holbrook, M. B., et al. “Personal Appearance and Consumption in Popular Culture: A Framework for Descriptive and Prescriptive Analysis.” Consumptio, Markets and Culture, vol. 2, no. 1, 1998, pp. 1–56.

Fitzsimons, G. J., and V. G. Morwitz. “The effect of measuring intent on brand-level purchase behavior.” Journal of Consumer Research, vol. 23, no. 1, June 1996, pp. 1–11. Scopus, doi:10.1086/209462. Full Text

Capon, N., et al. “An individual level analysis of the mutual fund investment decision.” Journal of Financial Services Research, vol. 10, no. 1, Jan. 1996, pp. 59–82. Scopus, doi:10.1007/BF00120146. Full Text