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John, Leslie K. - Reczek, Rebecca Walker

Leslie K. John: Leslie John is a professor of business administration at Harvard Business School. John is a behavioral scientist who studies how people make decisions. She studies privacy decision-making, identifying what drives people to share or withhold personal information, as well as their reactions to how employers or other organizations use their personal data.

A sampling of available sources:

Jiang, L., John, L. K., Boghrati, R., & Kouchaki, M. (2022). Fostering perceptions of authenticity via sensitive self-disclosure. Journal of Experimental Psychology. Applied28(4), 898–915.

John, L. K., Emrich, O., Gupta, S., & Norton, M. I. (2017). Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes. In Journal of Marketing Research (Vol. 54, Issue 1, pp. 144–156).

Kim, T., Barasz, K., Norton, M. I., & John, L. K. (2023). Calculators for Women: When Identity-Based Appeals Alienate Consumers. In Journal of the Association for Consumer Research (Vol. 8, Issue 1, pp. 72–83).


Jaehee Jung: Jaehee Jung is a professor of fashion and apparel studies at the University of Delaware. Her areas of study include the psychology of fashion and consumer behavior, body image and beauty standards in consumer culture, and cultural influences on worldwide luxury brand and marketing strategies.

A sampling of available sources:

Jung, J., Barron, D., Lee, Y.-A., & Swami, V. (2022). Social media usage and body image: Examining the mediating roles of internalization of appearance ideals and social comparisons in young women. Computers in Human Behavior135, 107357-.

When the original is beyond reach: consumer perception and demand for counterfeit luxury goods in Germany and South Korea. (n.d.). Luxury Research Journal.

Yu, U., & Jung, J. (2018). Effects of SelfDiscrepancy and SelfSchema on Young Women’s Body Image and SelfEsteem after Media Image Exposure. Family and Consumer Sciences Research Journal47(2), 142–160.


John Maynard Keynes: John Maynard Keynes is one of the most influential economists of modern times. The Keynesian theory of consumer behavior suggests that wealthy persons tend to consume more than the poor. In addition, Keynes suggests that consumption expenditure does not have a proportional relationship with income. According to Keynes, as income increases, consumption increases, but not in the same proportion.

A sampling of available sources:

The General Theory of Employment, Interest, and Money. (n.d.). In Springer eBooks. Springer Nature.

Keynes, J. M. (1978). The Collected Writings of John Maynard Keynes.

Keynes, J. M. (1938). Mr. Keynes’s Consumption Function. The Quarterly Journal of Economics53(1), 160–160.


Soo Kim: Soo Kim is an assistant professor of marketing at Nanyang Business School, Nanyang Technological University, in Singapore. Professor Kim’s areas of research include the influence of self-views and emotions on consumer behavior.

A sampling of available sources:  

Kim, S., & Gal, D. (2014). From Compensatory Consumption to Adaptive Consumption: The Role of Self-Acceptance in Resolving Self-Deficits. The Journal of Consumer Research41(2), 526–542.

Kim, S., & Rucker, D. D. (2012). Bracing for the Psychological Storm: Proactive versus Reactive Compensatory Consumption. The Journal of Consumer Research39(4), 815–830.

Min, K. E., Liu, P. J., & Kim, S. (2018). Sharing Extraordinary Experiences Fosters Feelings of Closeness. Personality & Social Psychology Bulletin44(1), 107–121.


David T. Kollat: David T. Kollat is founder and president of 22 Inc., a company specializing in research and consulting for retailers and consumer goods manufacturers. He earned his Doctor of Business Administration degree from Indiana University. In 1965, Kollat joined the faculty in the College of Administrative Sciences at The Ohio State University, where he was a professor of marketing until 1972.

A sampling of available sources:

Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1978). Consumer behavior (3d ed.). Dryden Press.

Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1969). Personality measures and market segmentation. Business Horizons12(3), 61–70.

Kollat, D. T., & Willett, R. P. (1967). Customer Impulse Purchasing Behavior. Journal of Marketing Research4(1), 21-.


Philip Kotler: Philip Kotler is known as “the father of modern marketing”. According to Kotler and Gary Armstrong, the basic model of consumer decision making involves a five step process: need recognition; information search; evaluation of alternatives; purchase decision; post purchase behavior.

A sampling of available sources:

Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science40(1), 35–52.

Kotler, P. (2017). Customer Value Management. Journal of Creating Value3(2), 170–172.

Kotler, Philip., & Armstrong, Gary. (1987). Marketing: an introduction. Prentice-Hall.


Lindsay Levine: Lindsay Levins is a professor of marketing at the Parker College of Business within Georgia Southern University, where she is co-director of the Parker College Center for Sales Excellence. As a social psychologist, Levine has research interests focused on the nonconscious, automatic processes that act upon consumer emotion, judgement, and decision-making. This interest has led to research projects on consumer mood state and the influence of activated mindsets, among other topics.

A sampling of available sources:

John A. Bargh, Pareezad Zarolia, Lindsay R. L. Larson, & Ezequiel Morsella. (2011). Stimulus Control: The sought or Unsought influence of the Objects we tend to. Psicológica (Valencia)32(2), 145–169.

Larson, L. R. L., & Shin, H. (2018). Fear During Natural Disaster: Its Impact on Perceptions of Shopping Convenience and Shopping Behavior. Services Marketing Quarterly39(4), 293–309.

Shin, H., Bunosso, I., & Levine, L. R. (2023). The influence of chatbot humour on consumer evaluations of services. International Journal of Consumer Studies47(2), 545–562.


Jura Liaukonyte: Jura Liaukonyte is the Dake Family Associate Professor at the SC Johnson College of Business, within Cornell University. Professor Liaukonyte’s current research interests lie in uncovering actionable marketing insights from Big Data, quantifying the impact of advertising, information, or social media movements on consumer choice, understanding the implications of food labels, and integrating behavioral economics into choice models.

A sampling of available sources:

Chintala, S. C., Liaukonytė, J., & Yang, N. (2023). Browsing the Aisles or Browsing the App? How Online Grocery Shopping is Changing What We Buy. Marketing Science (Providence, R.I.).

Liaukonyte, J., Teixeira, T., & Wilbur, K. C. (2015). Television Advertising and Online Shopping. In Marketing Science (Vol. 34, Issue 3, pp. 311–331).

Wang, R., Liaukonyte, J., & Kaiser, H. M. (2018). Does Advertising Content Matter? Impacts of Healthy Eating and Anti-obesity Advertising on Willingness to Pay by Consumer Body Mass Index. In Agricultural and Resource Economics Review (Vol. 47, Issue 1, pp. 1–32).


Joy Lu: Tong (Joy) Lu is assistant professor of marketing at the Tepper School of Business, within Carnegie Mellon University. Her research utilizes mathematical models to examine consumer behavior and psychology. Professor Lu explores such topics as media consumption, bounded rationality, information processing, product search and explainable artificial intelligence.

A sampling of available sources:

Colas, J. T., & Lu, J. (2017). Learning where to look for high value improves decision making asymmetrically. Frontiers in Psychology8, 2000–2000.

Lu, J., Karmarkar, U. R., & Venkatraman, V. (2023). Planning-to-binge: Time allocation for future media consumption. Journal of Experimental Psychology. Applied.

Sevilla, J., Lu, J., Kahn, B. E., & John, D. R. (2019). Variety Seeking, Satiation, and Maximizing Enjoyment Over Time. Journal of Consumer Psychology29(1), 89–103.


Alfred Marshall: Marshall was one of the most influential economists of the late 19th and early 20th centuries. In his Principle of Economics, Marshall made public his supply and demand graph that demonstrated that the market price of a good, and the output of a good, are dependent on both supply and demand. Value was therefore determined by supply and demand.

A sampling of available sources:

             Marshall, A. (1997). Principles of economics. Prometheus Books.

Marshall, A. (1969). Three Lectures on Progress and Poverty by Alfred Marshall. The Journal of Law & Economics12(1), 184–226.

             Marshall, A. (1965). Money, credit & commerce. A. M. Kelley, bookseller.


Francesco Nicosia: Francesco Nicosia was Professor of Business Administration, Emeritus, at the Walter A. Haas School of Business at the University of California at Berkeley. Nicosia authored in 1966 a model of Consumer Decision Process that contained four components: A company’s attributes; A consumer’s search for alternatives; A consumer’s motivation to purchase; and a consumer’s use of the produce. Nicosia proposed that movement between the variables is circular and provides input upon the next variable.

A sampling of available sources:

Nicosia, F. M. (1968). Advertising Management, Consumer Behavior, and Simulation. Journal of Advertising Research8(1), 29–38.

Nicosia, F. M. (1966). Consumer decision processes; marketing and advertising implications. Prentice-Hall.

Nicosia, F. M., & Mayer, R. N. (1976). Toward a Sociology of Consumption. Journal of Consumer Research3(2), 65–76.


Connie Pechmann: Cornelia Pechmann is a professor of marketing at the University of California at Irvine Paul Merage School of Business. She studies the impact of advertising, social media, product labeling, brand names, and retail store locations on consumers. Pechmann has published more than 100 articles, reports, and papers.

A sampling of available sources:

Gomez, P., Borges, A., & Pechmann, C. (Connie). (2013). Avoiding poor health or approaching good health: Does it matter? The conceptualization, measurement, and consequences of health regulatory focus. In Journal of Consumer Psychology (Vol. 23, Issue 4, pp. 451–464).

Pan, L. (Sunny), Pezzuti, T., Lu, W., & Pechmann, C. (Connie). (2019). Hyperopia and frugality: Different motivational drivers and yet similar effects on consumer spending. In Journal of Business Research (Vol. 95, pp. 347–357).

Mick, D. Glen., Pettigrew, Simone., Pechmann, C. (Connie)., Ozanne, J. L., & Mick, D. Glen. (2012). Transformative consumer research for personal and collective well-being. Routledge.


Vanessa Patrick-Ralhan: Vanessa Patrick-Ralhan is Baur Professor of Marketing within the University of Houston’s C.T. Bauer College of Business. Her research deals primarily with the psychology that underlies the two sides of the pleasure coin. On one hand, she studies the pursuit of pleasure in her work dealing with art and aesthetics, hedonics and luxury branding. One the other hand, she investigates strategies by which individuals can successfully manage the pull of pleasure in her work on self-control and the interplay of affect and control.

A sampling of available sources:

Koo, M., Oh, H., & Patrick, V. M. (2019). From Oldie to Goldie: Humanizing Old Produce Enhances Its Appeal. Journal of the Association for Consumer Research4(4), 337–351.

To, R. N., & Patrick, V. M. (2021). How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness. Journal of Consumer Research48(1), 123–147.

Zhang, Z., & Patrick, V. M. (2021). Mickey D’s has more street cred than McDonald’s: Consumer brand nickname use signals information authenticity. In Journal of Marketing (Vol. 85, Issue 5, pp. 58–74).


Rebecca Walker Reczek: Rebecca Walker Reczek is the Berry Chair of New Technologies in Marketing and professor of marketing at the Fisher College of Business at the Ohio State University. Her research focuses on the area of consumer behavior, specifically consumer lay theories and inference making, self-perceptions, and ethical decision making.

A sampling of available sources:

Hogreve, J., Matta, S., Hettich, A. S., & Reczek, R. W. (2021). How do social norms influence parents’ food choices for their children? The role of social comparison and implicit self-theories. In Journal of Retailing (Vol. 97, Issue 2, pp. 173–191).

Morgan, C., Lamberton, C., Reczek, R. W., & Townsend, C. (2023). Friends Interrupted: How Reunions after Social Separation Motivate Physically Transformative Consumer Behavior. In Journal of the Association for Consumer Research (Vol. 8, Issue 2, pp. 142–153).

Philipp-Muller, A., Costello, J. P., & Reczek, R. W. (2023). Get Your Science Out of Here: When Does Invoking Science in the Marketing of Consumer Products Backfire? In Journal of Consumer Research (Vol. 49, Issue 5, pp. 721–741).