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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. Erratum, Journal of Consumer Research, vol. 44 no. 5 (February, 2018), pp. 1174-1174 [doi].
  2. 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].
  3. 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].
  4. Brick, DJ; Fitzsimons, GM; Chartrand, TL; Fitzsimons, GJ, Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction, Journal of Consumer Research (June, 2017) [doi].
  5. 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].

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