Gavan J Fitzsimons


My research interests fall broadly in the domain of understanding the psychology of consumers.  I am particularly interested in how consumers may be influenced without their conscious knowledge or awareness by marketers and marketing researchers, often without any intent on the part of the marketing researcher. The traditional view of marketing and marketing research is that the former seeks to persuade the consumer to choose or behave in a certain way, and the latter seeks to assess consumer opinions and attitudes. In each case, little attention has focused on unintended effects of marketing or marketing research. Further, traditional views of consumer behavior have assumed that consumers are largely deliberative, conscious, thinking machines. My research combines examinations of unintended effects of marketing actions with an assertion that much consumer decision making occurs outside conscious awareness.


EDWARD S. & Rose K. Donnell Professor of Marketing and Psychology

Duke University

Duke University: The Fuqua School of Business
100 Fuqua Drive
Durham, NC 27708