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

Teaching (Spring 2026):

• Ba 962.01, Sem consumer behavior Synopsis

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

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. Lai, TK; Cutright, KM; Fitzsimons, GJ (2025). From believer to buyer: How brands leverage religious values to connect with consumers. Journal of Consumer Psychology, 35(4), 711-720. [doi]  [abs]
2. Dias, RS; Sharma, E; Fitzsimons, GJ (2025). Quality-Quantity Tradeoffs in Consumption. Journal of Consumer Research, 52(1), 93-114. [doi]  [abs]
3. 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]
4. 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]
5. Jin, P; Fitzsimons, GJ; Kay, AC (2025). Exploring the Link Between Trait Reactance and Antiegalitarian Beliefs. Motivation Science, 11(2), 201-212. [doi]  [abs]