Gavan J. Fitzsimons, Edward and Rose Donnell Professor of Fuqua School of Business and Professor of Psychology & Neuroscience and Professor of Business Administration and Affiiliate of Center for Child and Family Policy

Gavan J. Fitzsimons
Contact Info:
Office Location:  Fuqua
Office Phone:  (919) 660-7793
Email Address:   send me a message
Web Page:

Teaching (Spring 2018):


M.B.A. Marketing and FinanceThe Ivey School, The University of Western Ontario2005
Ph.D.Columbia University1995
M.Phil.Columbia University1994
M.B.A.University of Western Ontario (Canada)1991
B.S.University of Western Ontario (Canada)1988
BS ChemistryThe University of Western Ontario1988

Children and Marketing
Research Interests: Marketing Strategy, Entrepreneurial Marketing, Consumer Behavior

Areas of Interest:

Unintended and Nonconscious Consequences of Marketing Actions
Decision Making in Restricted Choice Environments

Curriculum Vitae
Current Ph.D. Students   (Former Students)

Recent Publications   (More Publications)   (search)

  1. Wu, F; Samper, A; Morales, AC; Fitzsimons, GJ (2017). It’s Too Pretty to Use! When and How Enhanced Product Aesthetics Discourage Usage and Lower Consumption Enjoyment. Journal of Consumer Research, 44(3), 651-672. [doi]
  2. Zemack-Rugar, Y; Moore, SG; Fitzsimons, GJ (2017). Just do it! Why committed consumers react negatively to assertive ads. Journal of Consumer Psychology, 27(3), 287-301. [doi]
  3. Brick, DJ; Fitzsimons, GJ (2017). Oppositional brand choice: Using brands to respond to relationship frustration. Journal of Consumer Psychology, 27(2), 257-263. [doi]
  4. Leander, NP; vanDellen, MR; Rachl-Willberger, J; Shah, JY; Fitzsimons, GJ; Chartrand, TL (2016). Is Freedom Contagious? A Self-Regulatory Model of Reactance and Sensitivity to Deviant Peers.. Motivation Science, 2(4), 256-267. [doi]  [abs]
  5. Zemack-Rugar, Y; Rabino, R; Cavanaugh, LA; Fitzsimons, GJ (2016). When donating is liberating: The role of product and consumer characteristics in the appeal of cause-related products. Journal of Consumer Psychology, 26(2), 213-230. [doi]