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Research Interests for Gavan J. Fitzsimons

Research Interests: Marketing Strategy, Entrepreneurial Marketing, Consumer Behavior

Adult, Affect, Behavior Control, Humans, Intention, Models, Psychological, Policy, Questionnaires, Rationalization, Social Behavior, Students, Unconscious (Psychology)
Recent Publications   (search)
  1. Wu, F; Samper, A; Morales, AC; Fitzsimons, GJ, It’s Too Pretty to Use! When and How Enhanced Product Aesthetics Discourage Usage and Lower Consumption Enjoyment, Journal of Consumer Research, vol. 44 no. 3 (October, 2017), pp. 651-672 [doi].
  2. Zemack-Rugar, Y; Moore, SG; Fitzsimons, GJ, Just do it! Why committed consumers react negatively to assertive ads, Journal of Consumer Psychology, vol. 27 no. 3 (July, 2017), pp. 287-301 [doi].
  3. Brick, DJ; Fitzsimons, GJ, Oppositional brand choice: Using brands to respond to relationship frustration, Journal of Consumer Psychology, vol. 27 no. 2 (April, 2017), pp. 257-263 [doi].
  4. Leander, NP; vanDellen, MR; Rachl-Willberger, J; Shah, JY; Fitzsimons, GJ; Chartrand, TL, Is Freedom Contagious? A Self-Regulatory Model of Reactance and Sensitivity to Deviant Peers., Motivation Science, vol. 2 no. 4 (December, 2016), pp. 256-267 [doi[abs].
  5. Zemack-Rugar, Y; Rabino, R; Cavanaugh, LA; Fitzsimons, GJ, When donating is liberating: The role of product and consumer characteristics in the appeal of cause-related products, Journal of Consumer Psychology, vol. 26 no. 2 (April, 2016), pp. 213-230 [doi].

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