Gavan J. Fitzsimons, F.M. Kirby Research Fellow and Professor of Marketing and Psychology

Contact Info:

Office Location:	Fuqua School of Business
Office Phone:	+1.919.660.7793
Email Address:
Web Pages:	http://faculty.fuqua.duke.edu/~gavan/bio/ http://faculty.fuqua.duke.edu/~gavan/bio/MaSC_lab/MaSC_Home.html

Teaching (Spring 2026):

• BA 962.01, SEM CONSUMER BEHAVIOR Synopsis

  Fuqua 4, W 01:30 PM-04:00 PM

  (also cross-listed as PSY 715.01)

Education:

Ph.D.	Columbia University	1995
M.B.A. Marketing and Finance	The Ivey School, The University of Western Ontario	2005
BS Chemistry	The University of Western Ontario	1988

Specialties:

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)

1. Lai, TK; Cutright, KM; Fitzsimons, GJ, From believer to buyer: How brands leverage religious values to connect with consumers, Journal of Consumer Psychology, vol. 35 no. 4 (October, 2025), pp. 711-720 [doi]  [abs]
2. Dias, RS; Sharma, E; Fitzsimons, GJ, Quality-Quantity Tradeoffs in Consumption, Journal of Consumer Research, vol. 52 no. 1 (June, 2025), pp. 93-114 [doi]  [abs]
3. Oba, D; Howe, HS; Fitzsimons, GJ, Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers, Journal of Consumer Research, vol. 52 no. 1 (June, 2025), pp. 70-92 [doi]  [abs]
4. Wu, F; Samper, A; Morales, AC; Fitzsimons, GJ, When do photos on products hurt or help consumption? How magical thinking shapes consumer reactions to photo-integrated products, Journal of Consumer Psychology, vol. 35 no. 2 (April, 2025), pp. 220-237 [doi]  [abs]
5. Jin, P; Fitzsimons, GJ; Kay, AC, Exploring the Link Between Trait Reactance and Antiegalitarian Beliefs, Motivation Science, vol. 11 no. 2 (January, 2025), pp. 201-212 [doi]  [abs]