Keith T. Wilcox

Assistant Professor

Marketing

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

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Keith Wilcox

Office
509 Uris

Phone
1-212-854-0357

E-mail
ktw2113@columbia.edu

Fax
1-212-854-7647

Teaching and research interest

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.

Chapters

Self-Control and Spending In The Routledge Companion to Identity and Consumption (2013)
Author(s): Lauren Block, Keith Wilcox

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Journal articles

Shall I Tell You Now or Later? Assimilation and Contrast in the Evaluation of Experiential Products In Journal of Consumer Research (2011)
Author(s): Keith Wilcox, Anne Roggeveen, Dhruv Grewal

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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)
Author(s): Keith Wilcox, Lauren Block, Eric Eisenstein

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Choice, Rejection, and Elaboration on Preference-Inconsistent Alternatives In Journal of Consumer Research (2011)
Author(s): Juliano Laran, Keith Wilcox

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Discrepant Fluency in Self-Customization In Journal of Marketing Research (2011)
Author(s): Keith Wilcox, Sangyoung Song

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Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice In Journal of Consumer Research (2011)
Author(s): Keith Wilcox, Thomas Kramer, Sankar Sen

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Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision In Journal of Consumer Research (2009)
Author(s): Keith Wilcox, Beth Vallen, Lauren Block, Gavan Fitzsimons

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Why Do Consumers Buy Counterfeit Luxury Brands? In Journal of Marketing Research (2009)
Author(s): Keith Wilcox, Hyeong Kim, Sankar Sen

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Working Papers

Does Imitation Benefit the Imitated Brand? The Effects of Target Ambiguity and Processing Mindset on Judgment (2018)
Author(s): Keith Wilcox, Juliano Laran, Sankar Sen

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The Less Conspicuous Road to Virtue: The Influence of Luxury Consumption on Socially Valued Behavior (2014)
Author(s): Keith Wilcox, Henrik Hagtvedt, Bruno Kocher

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How Being Busy Overcomes Procrastination and Enhances Productivity (2013)
Author(s): Andrew Stephen, Keith Wilcox, Juliano Laran, Peter Zubcsek

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When Your Ads Can Hurt Your Brand: Sadness and Consumers' Negative Response to Highly Energetic Positive Stimuli (2013)
Author(s): Keith Wilcox, Nancy Upton, Dhruv Grewal

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Forthcoming Articles

Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control In Journal of Consumer Research (2013)
Author(s): Keith Wilcox, Andrew Stephen, Andrew T. Stephen

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