Research Interests for Gavan J. Fitzsimons

Areas of Interest:

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

Recent 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]