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Gavan J. Fitzsimons, Edward and Rose Donnell Professor of Fuqua School of Business and Professor of Psychology & Neuroscience and Professor of Business Administration and Affiiliate of Center for Child and Family Policy

Gavan J. Fitzsimons
Contact Info:
Office Location:  Fuqua School, Durham, NC 27708
Office Phone:  (919) 660-7793
Email Address:   send me a message
Web Page:

Teaching (Fall 2019):

  • Marketng 797.101, Consumer behavior Synopsis
    Fuqua rand, MTh 09:00 AM-11:15 AM
  • Marketng 797.102, Consumer behavior Synopsis
    Fuqua rand, MTh 12:30 PM-02:45 PM
  • Marketng 797.103, Consumer behavior Synopsis
    Fuqua rand, MTh 03:00 PM-05:15 PM
  • Ba 967.01, Behavioral research methods Synopsis
    Fuqua des, F 09:00 AM-11:30 AM

Ph.D.Columbia University1995
M.B.A. Marketing and FinanceThe Ivey School, The University of Western Ontario2005
M.Phil.Columbia University1994
M.B.A.University of Western Ontario (Canada)1991
B.S.University of Western Ontario (Canada)1988
BS ChemistryThe University of Western Ontario1988

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. Gaustad, T; Samuelsen, BM; Warlop, L; Fitzsimons, GJ (2019). Too much of a good thing? Consumer response to strategic changes in brand image. International Journal of Research in Marketing, 36(2), 264-280. [doi]  [abs]
    2. Liu, PJ; Lamberton, C; Bettman, JR; Fitzsimons, GJ (2019). Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense. Journal of Consumer Research, 45(6), 1164-1193. [doi]  [abs]
    3. Sullivan, NJ; Fitzsimons, GJ; Platt, ML; Huettel, SA (2019). Indulgent Foods Can Paradoxically Promote Disciplined Dietary Choices.. Psychol Sci, 30(2), 273-287. [doi]  [abs]
    4. Liu, PJ; Haws, KL; Scherr, K; Redden, JP; Bettman, JR; Fitzsimons, GJ (2019). The primacy of “what” over “how much”: How type and quantity shape healthiness perceptions of food portions. Management Science, 65(7), 3353-3381. [doi]  [abs]
    5. Gaustad, T; Samuelsen, BM; Warlop, L; Fitzsimons, GJ (2018). The perils of self-brand connections: Consumer response to changes in brand meaning. Psychology and Marketing, 35(11), 818-829. [doi]  [abs]

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