F.M. Kirby Research Fellow and Professor of Marketing and Psychology; Faculty Fellow, Center for Child and Family Policy
Gavan Fitzsimon's research interests fall broadly in the domain of understanding the psychology of consumers. He is particularly interested in how consumers may be influenced by marketers and marketing researchers without their conscious knowledge or awareness, often without any intent on the part of the marketing researcher.
The traditional view of marketing and marketing research is that the former seeks to persuade the consumer to choose or behave in a certain way, and the latter seeks to assess consumer opinions and attitudes. In each case, little attention has focused on unintended effects of marketing or marketing research. Further, traditional views of consumer behavior have assumed that consumers are largely deliberative, conscious, thinking machines. Fitzsimon's research combines examinations of unintended effects of marketing actions with an assertion that much consumer decision-making occurs outside conscious awareness.
Children and Marketing
- PhD Marketing Columbia University - 1995
- M.B.A. Marketing and Finance The Ivey School, The University of Western Ontario - 2005
- M.Phil Marketing Columbia University - 1994
- BS Chemistry The University of Western Ontario - 1988
Teaching Spring 2014:
- MARKETNG 797.301, CONSUMER BEHAVIOR
Fuqua SAUER, TuF 08:00 AM-10:15 AM
- MARKETNG 797.302, CONSUMER BEHAVIOR
Fuqua SAUER, TuF 10:30 AM-12:45 PM
- MARKETNG 797.303, CONSUMER BEHAVIOR
Fuqua SAUER, TuF 01:45 PM-04:00 PM
Recent Publications (More Publications)
- Irmak, Caglar, Block, L.G. & Fitzsimons, G.J. (Accepted, November, 2005). The Placebo Effect in Marketing: Sometimes You Just Have to Want It to Work. Journal of Marketing Research, 42. (in press).
- Tavassoli, N.T. & Fitzsimons, G.J. (Submitted, 2005). Stability of Spoken and Typed Attitudes.
- Zemack-Rugar, Y., Bettman, J.R. & Fitzsimons, G.J. (Submitted, 2005). Effects of Nonconscious Emotion on Self-Control.
- Zemack-Rugar, Y, Fitzsimons, G.J. & Lehmann, D.R. (Submitted, 2005). You're Not the Boss of Me: Reactance-Induced Backlash to Persuasion Attempts.
- Fitzsimons, G.J., Nunes, J. & Williams, P. (Accepted, 2005). License to Sin: The Liberating Role of Reporting Expectations. Journal of Consumer Research. (conditionally accepted).
Office: Fuqua School of Business
Phone: (919) 660-7793
Fax: (919) 681-6245
Duke Box 90120, Durham, NC 27708-0120