معرفی
Gavan J Fitzsimons is the EDWARD S. & Rose K. Donnell Professor of Marketing and Psychology at Duke University's Fuqua School of Business. His research focuses on understanding unconscious processes in consumer decision-making and how threatened freedoms influence consumer behavior. He holds a prominent academic position, contributing to both marketing and psychological studies.
His research interests span consumer psychology, particularly the role of unconscious processes in decisions related to consumption, social connections, brand relationships, and reactions to threats to personal freedoms. He explores how brands can build strong relationships through humor and teasing, and how health and consumption choices are influenced by context and psychological reactance.
Recent publications highlight his exploration of quality-quantity tradeoffs in consumption, the impact of photos on products, and the link between reactance and societal beliefs. His work also addresses pandemic-related consumer behaviors and the psychological underpinnings of prosociality and health decisions during crises.
Dr. Fitzsimons' research has implications for marketing strategy, public health, and social policy, emphasizing the importance of understanding the unconscious drivers behind consumer choices.
