Doing impactful research to improve marketing practice and consumers' lives globally and locally.


Our faculty take a multi-method approach to understand the marketing phenomenon that will shape tomorrow's business model. View a list of the faculty's areas of research.


Michelle Weinberger and Sidney Levy at CCT, 2012

Sidney J. Levy Award, 2011 

Michelle F. Weinberger 
Awarded in recognition of 
outstanding CCT dissertation 

Research Impact

Selected Faculty Research Accomplishments

André F. Maciel and Melanie Wallendorf (2017), “Taste Engineering: An Extended Consumer Model of Cultural Competence Constitution,” Journal of Consumer Research 43 (February), 726-746. The Sidney J. Levy award was given to André F. Maciel in 2017 for this dissertation-based article.

Connell, Paul, Merrie Brucks, and Jesper Nielsen (2014), “How Childhood Advertising Exposure Can Create Biased Product Evaluations that Persist into Adulthood,” Journal of Consumer Research, 41 (1), 119-134.  Honorable Mention for the 2015 Ferber Award and 2017 Finalist for best JCR paper of 2014.

Martin, Jolie, Martin Reimann, and Michael I. Norton (2016), “Experience theory, or how desserts are like losses,” Journal of Experimental Psychology: General, 145 (11), 1460-1472. Winner of the Best Paper of the Year Award, International Social Cognition Network, 2018.

Thomas, Tandy Chalmers, Linda L. Price and Hope Jensen Schau (2013), “When Differences Unite: Resource Dependence in Heterogeneous Consumption Communities,” Journal of Consumer Research 39(5): 1010-1033. Emerald Citations of Excellence Award, top 50 most impactful business articles 2016.

Warren, Caleb and Margaret C. Campbell (2014). What Makes Things Cool? How Autonomy Influences Perceptions of Coolness. Journal of Consumer Research. 41, 543-563. Winner of the Robert Ferber Award (for best dissertation) and finalist for best paper published in JCR in 2014.

Read full list of 'Marketing classics' by Eller College Marketing faculty (papers that received over 100 Social Science Citation Index total citations and/or won significant awards)

Current Research

2018 (in press or accepted): 

Etkin, J. and A. Pocheptsova Ghosh (2018), “When a Positive Mood Increases Choice Deferral,” Journal of Consumer Research45(1), 208-225

Levy, S. (2018) Markething Theory, “What is a Consumer? A Polyfocal Vision.” In review.

Lin, M., Y. Liu, and S. Viswanathan (2018), “Effectiveness of Reputation in Contracting for Customized Production: Evidence from Online Labor Markets,” Management Science. 64(1), 35-359

Newman, K. P. and M. Brucks (2018), “The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of High Self-Brand Overlap Consumers, Journal of Consumer Psychology, Special Issue on Marketplace Morality, (April), in press.

Nielsen, J H., J. Edson Escalas, and S. Hoeffler (2018) “Mental Simulation and Category Knowledge Affect Really New Product Evaluation through Transportation,” Journal of Experimental Psychology: Applied, in press.

Pekgun, P., B.P. Ghosh, and M.R. Galbreth. (2018). “How Unequal Perception of User Reviews Impact Price Competition”. Decision Sciences, in press

Reimann, M. (2018), “Decision muscles? How choosing more food (despite incentives to eat less) is associated with the brain’s cortical thickness,” Journal of Neuroscience, Psychology, and Economics, in press

Reimann, M., D. MacInnis, V. Folkes, G. Pol, and A. Uhalde (2018), “Insights into the experience of brand betrayal: From what people say and what the brain reveals,” Journal of the Association for Consumer Research, in press

Sande J.B. and M. Ghosh "Endogeneity in Survey Research,” International Journal of Research in Marketing, forthcoming

Warren, C. Pezzuti, T. & Koley S. 2018. Is Being Emotionally Inexpressive Cool? Journal of Consumer Psychology. forthcoming.

Viswanathan, M., X. Li, O. Narasimhan and G. John (2018). “Is Cash King? A Field Experiment on Mental Accounting in a Salesforce” Journal of Marketing Research, conditionally accepted

Wallendorf, M. (2018), “Max Weber,” in The Routledge Companion to Canonical Authors in Social Theory on Consumption, Søren Askegaard and Benoît Heilbrunn , eds., London: Routledge, in press

Wallendorf, M.(2018), “Talcott Parsons,” chapter for inclusion in The Routledge Companion to Canonical Authors in Social Theory on Consumption, Søren Askegaard and Benoît Heilbrunn, eds., London: Routledge, in press

Warren, C., A. Barsky, and A.P. McGraw (2018), “Beyond Advertising: Humor, Comedy, and Consumer Behavior,” Journal of Consumer Research, in press

Watson,  Pocheptsova Ghosh, and Trusov (2018), “Swayed by the Numbers: The Consequences of Displaying Product Review Information,” Journal of Marketing, in press



Bastos, W. and M. Brucks (2017), “How and Why Conversational Value Leads to Happiness with Experiential and Material Purchases,” Journal of Consumer Research, October, 598-612.

Galbreth, M. R. and B. Ghosh (2017). “Competition with Asymmetric Experience Uncertainty,” Decision Sciences, 48: 990–1012.

Labroo, A. A. and A. Pocheptsova Ghosh (2017), “What Makes Tomorrow’s Gain Worth Today’s Pain? Cognitive, Motivational, and Affective Influences in Consumers’ Self-control Dilemmas,” International Handbook of Consumer Psychology, Eds. C. Jansson-Boyd & M. Zawisza, Taylor & Francis, London, UK, 447-466

Levy, S. (2017), “A History of the Study of Consumer Behavior,” in Solomon and Lowrey, The Study of Consumer Behavior, Routledge.

Levy, S. (2017), “Consuming the Idea of the Brand,” in Sherry and Fischer, eds. Contemporary Consumer Culture Theory, New York: Routledge.

Maciel, A. F. and M. Wallendorf (2017), “Taste Engineering: An Extended Consumer Model of Cultural Competence Constitution,” Journal of Consumer Research 43 (February), 726-746.

Mars, M. and H. J. Schau (2017), “Institutional Entrepreneurship and the Negotiation and Blending of the Southern Arizona Local Food System,” Agriculture and Human Values, 2, 407-422

Matherly, T. and A. Pocheptsova Ghosh (2017), “Is What You Feel What They See? Prominent and Subtle Identity Signaling in Inter-Group Interactions,” Journal of Behavioral Decision Making, 30 (4), 828-842

Reimann, M. and K. Lane (2017), “Can a Toy Encourage Lower Calorie Meal Bundle Selection in Children? A Field Experiment on the Reinforcing Effects of Toys on Food Choice,” PLOS ONE, 12 (1), e0169638.

Reimann, M., O. Schilke, and K S. Cook (2017), “Trust is Heritable, Whereas Distrust is Not,” Proceedings of the National Academy of Sciences, 114 (27), 7007-7012.

Reimann, M., S. Nuñez, and R. Castaño (2017), “Brand-Aid,” Journal of Consumer Research, 44 (3), 673-691.

Schau, H. J., Y. Dang, and Y. Zhang (2017), “Learning to Navigate the American Retail Servicescape: Online Forums as Consumer Acculturation Platforms and Consumer Gift Systems,” the Journal of Business Research, 72, 178-188

Shang, G., B.P. Ghosh, and M.R. Galbreth (2017), “Optimal Retail Return Policies with Consumer Opportunism,” Production and Operations Management, 26(7).

Schultz, Ainslie E., Cait Lamberton, and Jesper H. Nielsen (2017), “Does pulling together lead to falling apart? The self-regulatory consequences of cooperative orientations for the self-reliant,” Journal of Business Research, 81 (December), 70-79.

Sorescu, A., N. Warren, and L. Ertekin (2017), “Event Study Methodology in the Marketing Literature: An Overview,” Journal of the Academy of Marketing Science, 45(2), 186-207.

Top 10 selected papers in the Journal of Academy of Science in 2017.

Vonach, A., K. D. Vohs, A. Pocheptsova Ghosh, and B. Roy F. (2017), “Ego Depletion Induces Mental Passivity: Behavioral Effects Beyond Impulse Control,” Motivation Science, 3(4), 321-336 (lead article)

Wallendorf, M. (2017), “Is The Price Right? Moral and Cultural Frames of Pricing Systems,” in Contemporary Consumer Culture Theory, John F. Sherry, Jr. and Eileen M. Fischer, eds., London: Routledge, 59-84.

Warren, N. and A. Sorescu (2017), “Interpreting the Stock Returns to New Product Announcements: How the Past Shapes Investors’ Expectations of Firms’ Innovative Output,” Journal of Marketing Research, 54(5), 799-815.

Warren, N. and A. Sorescu (2017), “When 1+1>2: How Investors React to New Product Releases Announced Concurrently with other Corporate News,” Journal of Marketing, 81(2), 64-82.


Labroo, A. A. and A. Pocheptsova Ghosh (2016), “Metacognition and Consumer Judgment: Fluency is Pleasant but Disfluency Ignites Interest,” Current Opinion in Psychology, 10 (August), 154-159

Levy, S.(2016), The Theory of the Brand, Evanston: DecaBooks; Kindle.

Liu, A., Y. Liu and T. Luo (2016), “What Drives a Firm’s Choice of Product Recall Remedy? The Impact of Remedy Cost, Product Hazard, and the CEO,” Journal of Marketing, 80 (3), pp. 79-95.

Liu, Y., R. F. Lusch, Y. Chen and J. Zhang (2016), “The Emergence of Innovation as a Social Process: Theoretical Exploration and Implications for Entrepreneurship and Innovation,” in S. Nambisan (ed.) Open Innovation, Ecosystems and Entrepreneurship: Issues and Perspectives, World Scientific Publishing.

Lo, D., Dessein W., Ghosh, M., and F. Lafontaine (2016), “Price Delegation and Performance Pay: Evidence from Industrial Sales Forces”, Journal of Law and Economics Organization, 32, 508-544

Newman, K. P. and M. Brucks (2016), “When are Natural and Urban Environments Restorative?  The Impact of Environmental Compatibility on Self-Control Restoration,” Journal of Consumer Psychology, 26 (4), 535-541.

Reimann, M. and C. C. Cao (2016), “Aesthetics: Antecedents, underlying processes, and behavioral consequences,” in Cathrine Jansson-Boyd and Magdalena Zawisza (eds.), Handbook of Consumer Psychology, Taylor & Francis.

Reimann, M., D. MacInnis, and A. Bechara (2016), "Can smaller meals make you happy? Behavioral, neurophysiological, and psychological insights into motivating smaller portion choice," Journal of the Association for Consumer Research, 1 (1), 71-91.

Schilke, O., M. Reimann, and Karen S. Cook (2016), "Power, whether situational or durable, decreases both relational and generalized trust," Proceedings of the National Academy of Sciences, 113 (11), E1418.

Warren, C. and McGraw, A.P. (2016), “Differentiating What Is Humorous from What Is Not,” Journal of Personality and Social Psychology, 110, 407-430.

Warren, C. and McGraw, A.P. (2016), “When Do Humorous Marketing Communications Hurt Brands?” Journal of Marketing Behavior, 2, 39-67.



Akaka, M. A., S. Vargo and H. J. Schau (2015), “The Context of Experience,” Journal of Services Marketing, 26(2): 206-223.

Campbell, M.C. and C. Warren (2015), “Goal Monitoring: When One Step Forward Seems Larger Than One Step Back,” Journal of Consumer Research, 41, 1316-31. 

Levy, S. “Sidney’s Life in Verse,” 2015, “The Consumption of Poetry,” in Sherry, John, Jr., John 

Levy, S.(2015), “Foreword,” in Heilburnn, Benoît, Market Mediations, New York: Palgrave Macmillan, x-xii.

Levy, S.(2015), “Roots and Development of Consumer Culture Theory,” in Thyroff, Murray, and Belk, eds., Consumer Culture Theory, Emerald.

Levy, S.(2015), “The Technology of Branding,” in Schroeder, ed., Brands, New York: Routledge.

Levy, S.(2015), A Marketing Educator’s Career, Evanston: DecaBooks; Kindle.

Liu, Y., E.S. Mai, and J. Yang (2015), “Network Externalities in Online Video Games: An Empirical Analysis Utilizing Online Product Ratings,” Marketing Letters, 26 (4), 679-690.

McGraw, A.P., C. Warren, and C, Kan (2015), “Humorous Complaining,” Journal of Consumer Research, 41, 1153-71.

Pocheptsova Ghosh, A., F. Petersen, and J. Etkin (2015), “Two Birds, One Stone? Positive Mood Makes Products Seem Less Useful for Multiple-goal Pursuit,” Journal of Consumer Psychology, 25(2), 296-303

Reimann, M., D. MacInnis, and A. Bechara, (2015), "Leveraging the Happy Meal effect: Substituting food with modest non-food incentives decreases portion size choice, " Journal of Experimental Psychology: Applied, 21 (3), 276-286.

Savary, J., K. Goldsmith, and R. Dhar (2015). “Giving Against the Odds: When Tempting Alternatives Increase Willingness to Donate,” Journal of Marketing Research, 52(1), 27-38.

Savary, J., T. Kleiman, R.R. Hassin, and R. Dhar (2015). “Positive Consequences of Conflict on Decision Making: When a Conflict Mindset Facilitates Choice,” Journal of Experimental Psychology: General, 144(1), 1. Lead Article

Schaefer, M., F. Rumpel, A. Sadrieh, M. Reimann, and C. Denke (2015), “Personal Involvement is Related to Increased Search Motivation and Associated with Activity in Left BA44,” Frontiers in Human Neuroscience, 9 (142), 1-8.

Schilke, O., M. Reimann, and K. S. Cook (2015), "Power Decreases Trust in Social Exchange," Proceedings of the National Academy of Sciences, 112 (42), 12950-12955.

Schouten, Hilary Downey , (eds.) (2015), Chickasaw Craft Threnody, South Bend: Aire Lyre Media, 14-15.

Warren, C. and A.P. McGraw (2015). “Opinion: What Makes Things Humorous,” Proceedings of the National Academy of Sciences, 112, 7105-6.

Zhang, J., Y. Liu, and Y. Chen (2015), “Social Learning in Networks of Friends versus Strangers,” Marketing Science, 34 (4, July-August): 573-589



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