Professor Wilcox’s research examines consumer judgment and decision-making, with a specific focus on the role of feelings in decision-making and self-control. He is also interested in understanding the factors that motivate consumers to purchase counterfeit and genuine luxury brands. He has published articles in the Journal of Marketing Research and the Journal of Consumer Research. Additionally, his research has been featured in the New York Times, Time Magazine and Psychology Today. Professor Wilcox teaches a core marketing course to undergraduates and executive MBAs.
Keith T. Wilcox
Ph.D. (Marketing), Baruch College, 2009; M.B.A, The University of California Berkeley Haas School of Business, 2001; B.A. (Finance), Baruch College, 1997.
Joined CBS in 2012
Teaching and research interest
Shall I Tell You Now or Later? Assimilation and Contrast in the Evaluation of Experiential Products In Journal of Consumer Research (2011)
Leave Home Without It? The Effects of Credit Card Debt and Available Credit on Spending In Journal of Marketing Research, Special Issue on Consumer Financial Decision Making (2011)
Choice, Rejection, and Elaboration on Preference-Inconsistent Alternatives In Journal of Consumer Research (2011)
Discrepant Fluency in Self-Customization In Journal of Marketing Research (2011)
Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice In Journal of Consumer Research (2011)
Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision In Journal of Consumer Research (2009)
Why Do Consumers Buy Counterfeit Luxury Brands? In Journal of Marketing Research (2009)
Does Imitation Benefit the Imitated Brand? The Effects of Target Ambiguity and Processing Mindset on Judgment (2018)
The Cost of Mood Improvement: Aversion to Positive Stimuli When in a Negative Mood (2013)
The Effect of Goal-Achievement vs. Task-Completion Orientation on Motivation (2013)