Gavan J. Fitzsimons

F.M. Kirby Research Fellow and Professor of Marketing and Psychology; Faculty Fellow, Center for Child and Family Policy

Chapters in Books

  1. Breazeale, M; Fournier, S; Avery, J; Aaker, D; Deighton, J; Fitzsimons, G; Kozinets, RV; MacInnis, D; McGill, AL; John, DR; Schroeder, J Contemplating the futures of branding in Strong Brands, Strong Relationships ( (June, 2015), pp. 395-414, Routledge, ISBN 9781138786820 [doi]
  2. Fitzsimons, GJ; Machin, JE Marketing by Mistake: The Unintended Consequences of Consumer Research in Applying Social Cognition to Consumer-Focused Strategy, edited by Kardes, FR; Herr, PM; Nantel, J ( (February, 2015), pp. 81-95, Lawrence Erlbaum Associates
  3. Cutright, KM; Samper, A; Fitzsimons, GJ We are what we buy? in The Routledge Companion to Identity and Consumption, edited by Belk, R; Ruvio, A ( (January, 2013), pp. 91-98, Routledge, ISBN 9780415783064
  4. Chartrand, TL; Fitzsimons, G; Ferraro, R The effects of incidental brand exposure on consumption in Handbook on Brand and Experience Management, edited by Schmitt, BH; Rogers, DL (2009), pp. 163-173, Edward Elgar Press

Journal Articles

  1. Gaustad, T; Samuelsen, BM; Warlop, L; Fitzsimons, GJ Too much of a good thing? Consumer response to strategic changes in brand image, International Journal of Research in Marketing, vol. 36 no. 2 ( (June, 2019), pp. 264-280 [doi]
  2. Liu, PJ; Lamberton, C; Bettman, JR; Fitzsimons, GJ Delicate Snowflakes and Broken Bonds: A Conceptualization of Consumption-Based Offense, Journal of Consumer Research, vol. 45 no. 6 ( (April, 2019), pp. 1164-1193 [doi]
  3. Sullivan, NJ; Fitzsimons, GJ; Platt, ML; Huettel, SA Indulgent Foods Can Paradoxically Promote Disciplined Dietary Choices., Psychol Sci, vol. 30 no. 2 ( (February, 2019), pp. 273-287 [doi]
  4. Liu, PJ; Haws, KL; Scherr, K; Redden, JP; Bettman, JR; Fitzsimons, GJ The primacy of “what” over “how much”: How type and quantity shape healthiness perceptions of food portions, Management Science, vol. 65 no. 7 ( (January, 2019), pp. 3353-3381 [doi]
  5. Gaustad, T; Samuelsen, BM; Warlop, L; Fitzsimons, GJ The perils of self-brand connections: Consumer response to changes in brand meaning, Psychology and Marketing, vol. 35 no. 11 ( (November, 2018), pp. 818-829, WILEY [doi]
  6. Brick, DJ; Fitzsimons, GM; Chartrand, TL; Fitzsimons, GJ Erratum: Coke vs. Pepsi: Brand compatibility, relationship power, and life satisfaction [Journal of Consumer Research, 44, 5, (2018) (991-1014)] DOI: 10.1093/jcr/ucx079, Journal of Consumer Research, vol. 44 no. 5 ( (February, 2018), pp. 1174, Oxford University Press (OUP) [doi]
  7. Brick, DJ; Fitzsimons, GM; Chartrand, TL; Fitzsimons, GJ Coke vs. Pepsi: Brand compatibility, relationship power, and life satisfaction, Journal of Consumer Research, vol. 44 no. 5 ( (February, 2018), pp. 991-1014, Oxford University Press (OUP) [doi]
  8. Gaustad, T; Utgård, J; Fitzsimons, GJ When accidents are good for a brand, Journal of Business Research ( (January, 2018), Elsevier BV [doi]
  9. Acikalin, MY; Watson, KK; Fitzsimons, GJ; Platt, ML Rhesus macaques form preferences for brand logos through sex and social status based advertising., Plos One, vol. 13 no. 2 (2018), pp. e0193055 [doi]
  10. Wu, F; Samper, A; Morales, AC; Fitzsimons, GJ It's too pretty to use! When and how enhanced product aesthetics discourage usage and lower consumption enjoyment, Journal of Consumer Research, vol. 44 no. 3 ( (October, 2017), pp. 651-672, Oxford University Press (OUP) [doi]
  11. Zemack-Rugar, Y; Moore, SG; Fitzsimons, GJ Just do it! Why committed consumers react negatively to assertive ads, Journal of Consumer Psychology, vol. 27 no. 3 ( (July, 2017), pp. 287-301, WILEY [doi]
  12. Brick, DJ; Fitzsimons, GJ Oppositional brand choice: Using brands to respond to relationship frustration, Journal of Consumer Psychology, vol. 27 no. 2 ( (April, 2017), pp. 257-263, WILEY [doi]
  13. Leander, NP; vanDellen, MR; Rachl-Willberger, J; Shah, JY; Fitzsimons, GJ; Chartrand, TL Is Freedom Contagious? A Self-Regulatory Model of Reactance and Sensitivity to Deviant Peers., Motivation Science, vol. 2 no. 4 ( (December, 2016), pp. 256-267 [doi]
  14. Zemack-Rugar, Y; Rabino, R; Cavanaugh, LA; Fitzsimons, GJ When donating is liberating: The role of product and consumer characteristics in the appeal of cause-related products, Journal of Consumer Psychology, vol. 26 no. 2 ( (April, 2016), pp. 213-230, WILEY, ISSN 1057-7408 [doi]
  15. Yang, LW; Chartrand, TL; Fitzsimons, GJ The influence of gender and self-monitoring on the products consumers choose for joint consumption, International Journal of Research in Marketing, vol. 32 no. 4 ( (December, 2015), pp. 398-407, Elsevier BV, ISSN 0167-8116 [doi]
  16. Cavanaugh, LA; Gino, F; Fitzsimons, GJ When doing good is bad in gift giving: Mis-predicting appreciation of socially responsible gifts, Organizational Behavior and Human Decision Processes, vol. 131 ( (November, 2015), pp. 178-189, Elsevier BV, ISSN 0749-5978 [doi]
  17. McClelland, GH; Lynch, JG; Irwin, JR; Spiller, SA; Fitzsimons, GJ Median splits, Type II errors, and false-positive consumer psychology: Don't fight the power, Journal of Consumer Psychology, vol. 25 no. 4 ( (January, 2015), pp. 679-689, WILEY, ISSN 1057-7408 [doi]
  18. Shepherd, S; Chartrand, TL; Fitzsimons, GJ When brands reflect our ideal world: The values and brand preferences of consumers who support versus reject society’s dominant ideology, Journal of Consumer Research, vol. 42 no. 1 ( (January, 2015), pp. 76-92, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  19. Liu, PJ; Haws, KL; Lamberton, C; Campbell, TH; Fitzsimons, GJ Vice-virtue bundles, Management Science, vol. 61 no. 1 ( (January, 2015), pp. 204-228, Institute for Operations Research and the Management Sciences (INFORMS), ISSN 0025-1909 [doi]
  20. Breazeale, M; Fournier, S; Avery, J; Aaker, D; Deighton, J; Fitzsimons, G; Kozinets, RV; MacInnis, D; McGill, AL; John, DR; Schroeder, J Contemplating the futures of branding, Strong Brands, Strong Relationships (2015), pp. 395-414 [doi]
  21. Cutright, KM; Erdem, T; Fitzsimons, GJ; Shachar, R Finding brands and losing your religion?, Journal of Experimental Psychology. General, vol. 143 no. 6 ( (December, 2014), pp. 2209-2222, ISSN 0096-3445 [doi]
  22. Yang, LW; Cutright, KM; Chartrand, TL; Fitzsimons, GJ Distinctively different: Exposure to multiple brands in low-elaboration settings, Journal of Consumer Research, vol. 40 no. 5 ( (February, 2014), pp. 973-992, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  23. Moore, SG; Fitzsimons, GJ Yes, we have no bananas: Consumer responses to restoration of freedom, Journal of Consumer Psychology, vol. 24 no. 4 ( (January, 2014), pp. 541-548, ISSN 1057-7408 [doi]
  24. Moore, SG; Fitzsimons, GJ Yes, we have no bananas: Consumer responses to restoration of freedom, Journal of Consumer Psychology, vol. 24 no. 4 (2014), pp. 541-548, WILEY, ISSN 1057-7408 [doi]
  25. Liu, PJ; Campbell, TH; Fitzsimons, GJ; Fitzsimons, GM Matching choices to avoid offending stigmatized group members, Organizational Behavior and Human Decision Processes, vol. 122 no. 2 ( (November, 2013), pp. 291-304, ISSN 0749-5978 [doi]
  26. Laurin, K; Kay, AC; Proudfoot, D; Fitzsimons, GJ Response to restrictive policies: Reconciling system justification and psychological reactance, Organizational Behavior and Human Decision Processes, vol. 122 no. 2 ( (November, 2013), pp. 152-162, Elsevier BV, ISSN 0749-5978 [doi]
  27. Cutright, KM; Bettman, JR; Fitzsimons, GJ; Thomas, RD Putting brands in their place: How a lack of control keeps brands contained, Journal of Marketing Research, vol. 50 no. 3 ( (June, 2013), pp. 365-377, SAGE Publications, ISSN 0022-2437 [doi]
  28. Spiller, SA; Fitzsimons, GJ; Lynch, JG; McClelland, GH Spotlights,floodlights,andthe magic number zero: Simple effects tests in moderated regression, Journal of Marketing Research, vol. 50 no. 2 ( (April, 2013), pp. 277-288, SAGE Publications, ISSN 0022-2437 [Gateway.cgi], [doi]
  29. Yang, LW; Hansen, JM; Chartrand, TL; Fitzsimons, GJ Stereotyping, affiliation, and self-stereotyping of underrepresented groups in the sales force, Journal of Personal Selling & Sales Management, vol. 33 no. 1 ( (January, 2013), pp. 105-116, Informa UK Limited [doi]
  30. Liu, PJ; Campbell, TH; Fitzsimons, GJ; Fitzsimons, GM Matching choices to avoid offending stigmatized group members, Organizational Behavior and Human Decision Processes, vol. 122 no. 2 (2013), pp. 291-304, Elsevier BV, ISSN 0749-5978 [doi]
  31. Morales, AC; Wu, EC; Fitzsimons, GJ How disgust enhances the effectiveness of fear appeals, Journal of Marketing Research, vol. 49 no. 3 ( (June, 2012), pp. 383-393, SAGE Publications, ISSN 0022-2437 [doi]
  32. Laurin, K; Kay, AC; Fitzsimons, GJ Reactance versus rationalization: divergent responses to policies that constrain freedom., Psychological Science, vol. 23 no. 2 ( (February, 2012), pp. 205-209 [22241813], [doi]
  33. Venkatraman, V; Clithero, JA; Fitzsimons, GJ; Huettel, SA New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences, Journal of Consumer Psychology, vol. 22 no. 1 ( (January, 2012), pp. 143-153, WILEY, ISSN 1057-7408 [doi]
  34. Moore, SG; Neal, DT; Fitzsimons, GJ; Shiv, B Wolves in sheep's clothing: How and when hypothetical questions influence behavior, Organizational Behavior and Human Decision Processes, vol. 117 no. 1 ( (January, 2012), pp. 168-178, Elsevier BV, ISSN 0749-5978 [doi]
  35. Banfield, JC; Kay, AC; Cutright, KM; Wu, EC; Fitzsimons, GJ A person by situation account of motivated system defense, Social Psychological and Personality Science, vol. 2 no. 2 ( (August, 2011), pp. 212-219, SAGE Publications, ISSN 1948-5506 [doi]
  36. Cutright, KM; Wu, EC; Banfield, JC; Kay, AC; Fitzsimons, GJ When your world must be defended: Choosing products to justify the system, Journal of Consumer Research, vol. 38 no. 1 ( (June, 2011), pp. 62-77, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  37. Wu, E; Cutright, KM; Fitzsimons, GJ How asking " who am i?" affects what consumers buy: The influence of self-discovery on consumption, Journal of Marketing Research, vol. 48 no. 2 ( (April, 2011), pp. 296-307, SAGE Publications, ISSN 0022-2437 [doi]
  38. Shachar, R; Erdem, T; Cutright, KM; Fitzsimons, GJ Brands: The opiate of the nonreligious masses?, Marketing Science, vol. 30 no. 1 ( (January, 2011), pp. 92-110, Institute for Operations Research and the Management Sciences (INFORMS), ISSN 0732-2399 [doi]
  39. Chartrand, TL; Fitzsimons, GJ Nonconscious Consumer Psychology, Journal of Consumer Psychology, vol. 21 no. 1 ( (January, 2011), pp. 1-3, WILEY, ISSN 1057-7408 [doi]
  40. McFerran, B; Dahl, DW; Fitzsimons, GJ; Morales, AC I'll have what she's having: Effects of social influence and body type on the food choices of others, Journal of Consumer Research, vol. 36 no. 6 ( (April, 2010), pp. 915-926, Oxford University Press (OUP), ISSN 0093-5301 [repository], [doi]
  41. McFerran, B; Dahl, DW; Fitzsimons, GJ; Morales, AC Might an overweight waitress make you eat more? How the body type of others is sufficient to alter our food consumption, Journal of Consumer Psychology, vol. 20 no. 2 ( (April, 2010), pp. 146-151, WILEY, ISSN 1057-7408 [doi]
  42. Sirianni, NJ; Castro-Nelson, I; Morales, AC; Fitzsimons, GJ The influence of service employee characteristics on customer choice and post-choice satisfaction, Advances in Consumer Research, vol. 36 ( (December, 2009), pp. 966-968, ISSN 0098-9258
  43. Wu, EC; Moore, SG; Fitzsimons, GJ Dinner out with independent self-construal consumers: Wow, this is bad wine, Advances in Consumer Research, vol. 36 ( (December, 2009), pp. 996-997, ISSN 0098-9258
  44. Wilcox, K; Vallen, B; Block, L; Fitzsimons, GJ Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision, Journal of Consumer Research, vol. 36 no. 3 ( (October, 2009), pp. 380-393, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  45. Shachar, R; Erdem, T; Fitzsimons, GJ; Cutright, KM Brands: The opiate of the non-religious masses?, Advances in Consumer Research, vol. 36 ( (January, 2009), pp. 990-991, ISSN 0098-9258
  46. Ferraro, R; Chartrand, TL; Fitzsimons, GJ The effects of incidental brand exposure on consumption ( (December, 2008), pp. 163-173
  47. Chartrand, TL; Fitzsimons, GM; Fitzsimons, GJ Automatic effects of anthropomorphized objects on behavior, Social Cognition, vol. 26 no. 2 ( (December, 2008), pp. 198-209, Guilford Publications, ISSN 0278-016X [doi]
  48. Fitzsimons, GJ Editorial death to dichotomizing, Journal of Consumer Research, vol. 35 no. 1 ( (June, 2008), ISSN 0093-5301
  49. Fitzsimons, GM; Chartrand, TL; Fitzsimons, GJ Automatic effects of brand exposure on motivated behavior: How Apple makes you "think different", Journal of Consumer Research, vol. 35 no. 1 ( (June, 2008), pp. 21-35, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  50. Moore, SG; Fitzsimons, GJ While parents might not want to, researchers really should ask questions about risky behaviors, Journal of Consumer Psychology, vol. 18 no. 2 ( (April, 2008), pp. 111-115, WILEY, ISSN 1057-7408 [doi]
  51. Fitzsimons, GJ; Moore, SG Should we ask our Children about Sex, Drugs and Rock & Roll?: Potentially Harmful Effects of Asking Questions About Risky Behaviors., Journal of Consumer Psychology, vol. 18 no. 2 ( (April, 2008), pp. 82-95, ISSN 1057-7408 [doi]
  52. Fitzsimons, GJ; Morwitz, VG Advance in Consumer Research: Preface, Advances in Consumer Research, vol. 34 ( (December, 2007), pp. iii, ISSN 0098-9258
  53. Fitzsimons, GJ; Block, LG; Williams, P Asking questions about vices really does increase vice behavior, Social Influence, vol. 2 no. 4 ( (December, 2007), pp. 237-243, Informa UK Limited, ISSN 1553-4510 [doi]
  54. Zemack-Rugar, Y; Bettman, JR; Fitzsimons, GJ The effects of nonconsciously priming emotion concepts on behavior., Journal of Personality and Social Psychology, vol. 93 no. 6 ( (December, 2007), pp. 927-939, ISSN 0022-3514 [18072846], [doi]
  55. Chartrand, TL; Dalton, AN; Fitzsimons, GJ Nonconscious relationship reactance: When significant others prime opposing goals, Journal of Experimental Social Psychology, vol. 43 no. 5 ( (September, 2007), pp. 719-726, Elsevier BV, ISSN 0022-1031 [doi]
  56. Fitzsimons, GJ; Nunes, JC; Williams, P License to Sin: The Liberating Role of Reporting Expectations., Journal of Consumer Research, vol. 34 no. 1 ( (June, 2007), pp. 22-31, ISSN 0093-5301 (conditionally accepted.) [doi]
  57. Morales, AC; Fitzsimons, GJ Product contagion: Changing consumer evaluations through physical contact with "disgusting" products, Journal of Marketing Research, vol. 44 no. 2 ( (May, 2007), pp. 272-283, SAGE Publications, ISSN 0022-2437 [doi]
  58. Andersen, ET; Fitzsimons, GJ; Simester, D Measuring and mitigating the costs of stockouts, Management Science, vol. 52 no. 11 ( (November, 2006), pp. 1751-1763, Institute for Operations Research and the Management Sciences (INFORMS), ISSN 0025-1909 [doi]
  59. Tavassoli, NT; Fitzsimons, GJ Spoken and typed expressions of repeated attitudes: matching response modes leads to attitude retrieval versus construction, Journal of Consumer Research, vol. 33 no. 2 ( (September, 2006), pp. 179-187, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  60. Levav, J; Fitzsimons, GJ When questions change behavior: the role of ease of representation., Psychological Science, vol. 17 no. 3 ( (March, 2006), pp. 207-213, ISSN 0956-7976 [16507060], [doi]
  61. Honea, H; Morales, AC; Fitzsimons, GJ 1=2: When a singular experience leads to dissociated evaluations, Journal of Consumer Psychology, vol. 16 no. 2 ( (January, 2006), pp. 124-134, WILEY, ISSN 1057-7408 (in press.) [doi]
  62. Irmak, C; Block, LG; Fitzsimons, GJ The placebo effect in marketing: Sometimes you just have to want it to work, Journal of Marketing Research, vol. 42 no. 4 ( (November, 2005), pp. 406-409, SAGE Publications, ISSN 0022-2437 (in press.) [doi]
  63. Posavac, SS; Kardes, FR; Sanbonmatsu, DM; Fitzsimons, GJ Blissful insularity: When brands are judged in isolation from competitors, Marketing Letters, vol. 16 no. 2 ( (April, 2005), pp. 87-97, Springer Nature, ISSN 0923-0645 (in press.) [doi]
  64. Williams, P; Block, LG; Fitzsimons, GJ When Asking Questions About Health Behaviors Helps versus Hurts, Social Influences (2005) (conditionally accepted.)
  65. Williams, P; Fitzsimons, GJ; Block, LG When consumers do not recognize "benign" intention questions as persuasion attempts, Journal of Consumer Research, vol. 31 no. 3 ( (December, 2004), pp. 540-550, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  66. Sengupta, J; Fitzsimons, GJ The effect of analyzing reasons on the stability of brand attitudes: A reconciliation of opposing predictions, Journal of Consumer Research, vol. 31 no. 3 ( (December, 2004), pp. 705-711, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  67. Fitzsimons, GJ; Lehmann, DR Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses, Marketing Science, vol. 23 no. 1 ( (December, 2004), pp. 82-94, Institute for Operations Research and the Management Sciences (INFORMS), ISSN 0732-2399 [doi]
  68. Williams, P; Fitzsimons, GJ; Block, L When Consumers Don't Recognize 'Benign' Intention Questions as Persuasion Attempts, Journal of Consumer Research, vol. 31 no. 3 ( (December, 2004), pp. 540-550
  69. Posavac, SS; Sanbonmatsu, DM; Kardes, FR; Fitzsimons, GJ The brand positivity effect: When evaluation confers preference, Journal of Consumer Research, vol. 31 no. 3 ( (December, 2004), pp. 643-651, Oxford University Press (OUP), ISSN 0093-5301 [doi]
  70. Morwitz, VG; Fitzsimons, GJ The Mere-Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?, Journal of Consumer Psychology, vol. 14 no. 1-2 ( (January, 2004), pp. 64-74, WILEY [doi]
  71. Morwitz, VG; Fitzsimons, GJ The Mere-Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?, Journal of Consumer Psychology, vol. 14 no. 1 & 2 (2004), pp. 64-74
  72. Posavac, SS; Sanbonmatsu, DM; Kardes, FR; Fitzsimons, GJ The Brand Positivity Effect: When Evaluation Confers Preference, Journal of Consumer Research, Inc., vol. 31 no. 3 (2004), pp. 643-651, ISSN 0093-5301 [doi]
  73. Sengupta, J; Fitzsimons, GJ The Effects Of Analysing Reasons on the Stability of Brand Attitudes: A Reconciliation of Opposing Predictions, Journal of Consumer Research, vol. 21 no. 3 (2004), pp. 705-711
  74. Fitzsimons, GJ; Hutchinson, JW; Alba, JW; Chartrand, TL; Huber, J; Kardes, FR; Menon, G; Raghubir, P; Russo, JE; Shiv, B; Tavassoli, NT; Williams, P Non-conscious influences on consumer choice, Marketing Letters, vol. 13 no. 3 (2002), pp. 267-277, ISSN 0923-0645 [doi]
  75. Fitzsimons, GJ; Hutchinson, JW; Williams, P; Alba, JW; Chartrand, TL; Huber, J; Kardes, FR; Menon, G; Raghubir, P; Russo, JE; Shiv, B; Tavassoli, NT Non-Conscious Influences on Consumer Choice, Marketing Letters, vol. 13 no. 3 (2002), pp. 269-279, ISSN 0923-0645 [doi]
  76. Fitzsimons, GJ; Shiv, B Nonconscious and contaminative effects of hypothetical questions on subsequent decision making, Journal of Consumer Research, vol. 28 no. 2 ( (September, 2001), pp. 224-238, Oxford University Press (OUP) [doi]
  77. Bradlow, ET; Fitzsimons, GJ Subscale distance and item clustering effects in self-administered surveys: A new metric, Journal of Marketing Research, vol. 38 no. 2 ( (May, 2001), pp. 254-261, SAGE Publications [doi]
  78. Bradlow, ET; Fitzsimons, GJ Subscale Distance and Item Clustering Effects in Surveys: A New Metric, Journal of Marketing Research, vol. 38 no. 2 (2001), pp. 254-261 [doi]
  79. Fitzsimons, GJ; Williams, P Asking questions can change choice behavior: does it do so automatically or effortfully?, Journal of Experimental Psychology. Applied, vol. 6 no. 3 ( (September, 2000), pp. 195-206, ISSN 1076-898X [11014052], [doi]
  80. Sengupta, J; Fitzsimons, GJ The effects of analyzing reasons for brand preferences: Disruption or reinforcement?, Journal of Marketing Research, vol. 37 no. 3 ( (January, 2000), pp. 318-330, SAGE Publications [doi]
  81. Fitzsimons, GJ Consumer response to stockouts, Journal of Consumer Research, vol. 27 no. 2 ( (January, 2000), pp. 249-266, Oxford University Press (OUP) [doi]
  82. Zhang, S; Fitzsimons, GJ Choice-Process Satisfaction: The Influence of Attribute Alignability and Option Limitation., Organizational Behavior and Human Decision Processes, vol. 77 no. 3 ( (March, 1999), pp. 192-214, ISSN 0749-5978 [10080913], [doi]
  83. Holbrook, MB; Block, LG; Fitzsimons, GJ Personal Appearance and Consumption in Popular Culture: A Framework for Descriptive and Prescriptive Analysis, Consumptio, Markets and Culture, vol. 2 no. 1 (1998), pp. 1-56
  84. Fitzsimons, GJ; Morwitz, VG The effect of measuring intent on brand-level purchase behavior, Journal of Consumer Research, vol. 23 no. 1 ( (June, 1996), pp. 1-11, Oxford University Press (OUP) [doi]
  85. Capon, N; Fitzsimons, GJ; Prince, RA An individual level analysis of the mutual fund investment decision, Journal of Financial Services Research, vol. 10 no. 1 ( (January, 1996), pp. 59-82, Springer Nature [doi]
  86. TAVASSOLI, NT; SHULTZ, CJ; FITZSIMONS, GJ PROGRAM INVOLVEMENT - ARE MODERATE LEVELS BEST FOR AD MEMORY AND ATTITUDE TOWARD THE AD, Journal of Advertising Research, vol. 35 no. 5 ( (September, 1995), pp. 61-72, ADVERTISING RES FOUNDATION, ISSN 0021-8499 [Gateway.cgi]
  87. Boulding, W; Moore, MC; Staelin, R; Corfman, KP; Dickson, PR; Fitzsimons, G; Gupta, S; Lehmann, DR; Mitchell, DJ; Urbany, JE; Weitz, BA Understanding managers' strategic decision-making process, Marketing Letters, vol. 5 no. 4 ( (October, 1994), pp. 413-426, Springer Nature, ISSN 0923-0645 [doi]
  88. Capon, N; Fitzsimons, GJ; Weingarten, R Affluent investors and mutual fund purchases, International Journal of Bank Marketing, vol. 12 no. 3 ( (May, 1994), pp. 17-25, Emerald [doi]

Papers Accepted

  1. Moore, SG; Fitzsimons, GJ Ptolemy vs. Copernicus: Self-Construal and Social Consumption, edited by McGill, AL; Shavitt, S, Advances in Consumer Research, vol. 36 ( (January, 2009), pp. 744-745, ASSOC CONSUMER RESEARCH, ISBN 978-0-915552-63-4
  2. Zemack-Rugar, Y; Fitzsimons, GJ; Lehmann, DR Reducing Reactance Induced Backlash Responses to Recommendations, edited by Fitzsimons, GJ, Advances in Consumer Research, vol. 34 ( (January, 2007), pp. 263-264, ASSOC CONSUMER RESEARCH
  3. Zemack-Rugar, Y; Bettman, JR; Fitzsimons, GJ "Effects of Specific, Nonconscious Emotion Primes on Behavior", edited by Fitzsimons, GJ, Advances in Consumer Research, vol. 34 ( (January, 2007), pp. 583-584, ASSOC CONSUMER RESEARCH
  4. Machin, JE; Fitzsimons, GJ Marketing by mistake: The unintended consequences of consumer research in Applying Social Cognition to Consumer-Focused Strategy, edited by F.R. Kardes, P.M. Herr & J. Nantel ( (July, 2005), pp. 81-95, PSYCHOLOGY PRESS, ISBN 9781410613271 (in press.) [Gateway.cgi], [doi]

Articles Submitted

  1. Tavassoli, N.T. & Fitzsimons, G.J. Stability of Spoken and Typed Attitudes (2005)
  2. Zemack-Rugar, Y., Bettman, J.R. & Fitzsimons, G.J. Effects of Nonconscious Emotion on Self-Control (2005)
  3. Zemack-Rugar, Y, Fitzsimons, G.J. & Lehmann, D.R. You're Not the Boss of Me: Reactance-Induced Backlash to Persuasion Attempts (2005)
  4. Anderson, E., Fitzsimons, G.J. & Simester, D. Mitigating the Costs of Stockouts (2005)
  5. Chartrand, T.L., Dalton, A.N. & Fitzsimons, G.J. Nonconscious Reactance (2005)
  6. Fitzsimons, G.M., Chartrand, T.L. & Fitzsimons, G.J. Behavioral Response to Subliminal Brand Exposure (2005)
  7. Levav, J. & Fitzsimons, G.J. Asking Questions and Changing Behavior: The Role of Ease of Representation (2005)
  8. Morales, A.C. & Fitzsimons, G.J. Product Contagion: Changing Consumer Evaluations Through Physical Contact with "Disgusting" Products (2005)