Gavan J. Fitzsimons, Edward and Rose Donnell Distinguished Professor

Contact Info:

Office Location:	Fuqua School, Durham, NC 27708
Email Address:
Web Page:	http://www.fuqua.duke.edu/faculty/gavan-fitzsimons

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)   (search)

1. Dias, RS; Sharma, E; Fitzsimons, GJ (2025). Quality-Quantity Tradeoffs in Consumption. Journal of Consumer Research, 52(1), 93-114. [doi]  [abs]
2. Oba, D; Howe, HS; Fitzsimons, GJ (2025). Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers. Journal of Consumer Research, 52(1), 70-92. [doi]  [abs]
3. Wu, F; Samper, A; Morales, AC; Fitzsimons, GJ (2025). When do photos on products hurt or help consumption? How magical thinking shapes consumer reactions to photo-integrated products. Journal of Consumer Psychology, 35(2), 220-237. [doi]  [abs]
4. Jin, P; Fitzsimons, GJ; Kay, AC (2025). Exploring the Link Between Trait Reactance and Antiegalitarian Beliefs. Motivation Science, 11(2), 201-212. [doi]  [abs]
5. Shepherd, S; Crabbe, R; Chartrand, TL; Fitzsimons, GJ; Kay, AC (2024). When and Why Antiegalitarianism Affects Resistance to Supporting Black-Owned Businesses.. Psychological science, 35(8), 827-839. [doi]  [abs]