Detail

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.

• Summer 2013
  Marketing Strategy (EMBA)
  
• Summer 2012
  Marketing Strategy (EMBA)
  

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

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

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

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

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

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

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

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

The Cost of Mood Improvement: Aversion to Positive Stimuli When in a Negative Mood (2013)
Author(s): Keith Wilcox, Nancy Upton, Dhruv Grewal

The Effect of Goal-Achievement vs. Task-Completion Orientation on Motivation (2013)
Author(s): Keith Wilcox, Juliano Laran

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