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Vicki Morwitz

Vicki G. Morwitz
Bruce Greenwald Professor of Business
Marketing Division
Areas of Expertise
Consumer Behavior Marketing
Contact
Office: 795 Kravis
E-mail: [email protected]
Links
Curriculum Vitae

Vicki Morwitz is the Bruce Greenwald Professor of Business and Professor of Marketing at Columbia University's Graduate School of Business. Professor Morwitz earned a B.S in applied mathematics and computer science from Rutgers University, an M.S. in operations research from Polytechnic Institute of New York (now NYU’s Tandon School), and an M.A. in statistics and a Ph.D. in marketing from the Wharton School at the University of Pennsylvania. Prior to joining Columbia, she served on the faculty of the Stern School at NYU for 28 years. She is a past President and a Fellow of the Society of Consumer Psychology, the Editor-in-Chief of the Journal of the Association for Consumer Research, and served as co-editor of the Journal of Consumer Research.

Professor Morwitz’s research focuses on the impact of consumers’ self-predictions on their subsequent purchase behavior, the psychology of how consumers process price information, and the effectiveness of health-related messages. Her research has appeared in many leading academic journals including American Journal of Public Health, Harvard Business Review, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research, Management Science, and Marketing Science. Professor Morwitz teaches Behavioral Economics and Decision Making to MBA and executive MBA students.

Education
B.S. Rutgers University, 1983; M.S. Polytechnic Institute of New York (now Tandon School, NYU), 1986; M.A. Wharton School, University of Pennsylvania, 1989; PhD., 1991
Joined CBS
2019

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Type
Journal Article
Hong, Jennifer, Chiara Longoni, and Vicki Morwitz
. “Proximity Bias: Motivated Effects of Spatial Distance on Probability Judgments.”
Journal of Consumer Psychology
(Forthcoming).
Read More about Proximity Bias: Motivated Effects of Spatial Distance on Probability Judgments
Type
Journal Article
Botti, Simona, Nazli Gurdamar, and Vicki Morwitz
. “Advance Care Plans: Planning for Critical Healthcare Decisions.”
Journal of the Association for Consumer Research
vol.
7
, no.
2
(January 01, 2022):
210
-
221
.
Read More about Advance Care Plans: Planning for Critical Healthcare Decisions
Type
Journal Article
Ceylon, Melis, Nilufer Aydinoglu, and Vicki Morwitz
. “Embarrassed by Calories: Joint Effect of Calorie Posting and Social Context.”
Journal of the Association for Consumer Research
vol.
7
, no.
4
(January 01, 2022):
482
-
491
.
Read More about Embarrassed by Calories: Joint Effect of Calorie Posting and Social Context
Type
Journal Article
Bauer, Johannes, Vicki Morwitz, and Liane Nagengast
. “Interest-Free Financing Promotions Increase Consumers' Demand for Credit for Experiential Goods.”
Journal of the Association for Consumer Research
vol.
6
, (January 01, 2021):
54
-
66
.
Read More about Interest-Free Financing Promotions Increase Consumers' Demand for Credit for Experiential Goods
Download PDF on Interest-Free Financing Promotions Increase Consumers' Demand for Credit for Experiential Goods
Type
Journal Article
Morwitz, Vicki and Kurt P. Munz
. “Intentions.”
Consumer Psychology Review
vol.
4
, no.
1
(January 01, 2021):
26
-
41
.
Read More about Intentions
Type
Journal Article
Hadar, Liat, Shai Danziger, and Vicki Morwitz
. “Choice Bracketing and Experience-Based Choice.”
Journal of Behavioral Decision Making
vol.
34
, (January 01, 2021):
405
-
418
.
Read More about Choice Bracketing and Experience-Based Choice
Download PDF on Choice Bracketing and Experience-Based Choice
Type
Journal Article
Santana, Shelle and Vicki Morwitz
. “The Role of Gender in Pay-What-You-Want Contexts.”
Journal of Marketing Research
vol.
58
, (January 01, 2021):
265
-
281
.
Read More about The Role of Gender in Pay-What-You-Want Contexts
Download PDF on The Role of Gender in Pay-What-You-Want Contexts
Type
Journal Article
Santana, Shelle, Manoj Thomas, and Vicki Morwitz
. “The Role of Numbers in the Customer Journey.”
Journal of Retailing
vol.
96
, (January 01, 2020):
138
-
154
.
Read More about The Role of Numbers in the Customer Journey
Download PDF on The Role of Numbers in the Customer Journey
Type
Journal Article
MacInnis, Deborah, Vicki Morwitz, Simona Botti, Donna Hoffman, Robert Kozinets, Donald Lehmann, John Lynch, and Connie Pechmann
. “Creating Boundary-Breaking Marketing-Relevant Consumer Research.”
Journal of Marketing
vol.
84
, (January 01, 2020):
1
-
23
.
Read More about Creating Boundary-Breaking Marketing-Relevant Consumer Research
Download PDF on Creating Boundary-Breaking Marketing-Relevant Consumer Research
Type
Journal Article
Santana, Shelle, Steven Dallas, and Vicki Morwitz
. “Consumers’ Reactions to Drip Pricing.”
Marketing Science
vol.
39
, no.
1
(January 01, 2020):
188
-
210
.
Read More about Consumers’ Reactions to Drip Pricing
Type
Journal Article
Santana, Shelle, Steven Dallas, and Vicki Morwitz
. “Consumer Reactions to Drip Pricing.”
Marketing Science
vol.
39
, (January 01, 2020):
188
-
210
.
Read More about Consumer Reactions to Drip Pricing
Download PDF on Consumer Reactions to Drip Pricing
Type
Journal Article
Vadiveloo, Maya, Ludovica Principato, Christina Roberto, Vicki Morwitz, and Josiemer Mattei
. “Sensory Variety in Shape and Color Influences Fruit and Vegetable Intake, Liking, and Purchase Intentions in Some Subsets of Adults: A Randomized Pilot Experiment.”
Food Quality and Preference
vol.
71
, (January 01, 2019):
301
-
310
.
Read More about Sensory Variety in Shape and Color Influences Fruit and Vegetable Intake, Liking, and Purchase Intentions in Some Subsets of Adults: A Randomized Pilot Experiment
Type
Journal Article
Dallas, Steven and Vicki Morwitz
. “"There Ain't No Such Thing as a Free Lunch": Consumers' Reactions to Pseudo-Free Offers.”
Journal of Marketing Research
vol.
55
, (January 01, 2018):
900
-
915
.
Read More about "There Ain't No Such Thing as a Free Lunch": Consumers' Reactions to Pseudo-Free Offers
Download PDF on "There Ain't No Such Thing as a Free Lunch": Consumers' Reactions to Pseudo-Free Offers
Type
Journal Article
Dahl, Darren, Eileen Fischer, Gita Johar, and Vicki Morwitz
. “Making Sense from (Apparent) Senselessness: The JCR Lens.”
Journal of Consumer Research
vol.
44
, no.
4
(January 01, 2017):
719
-
723
.
Read More about Making Sense from (Apparent) Senselessness: The JCR Lens
Type
Journal Article
Sharma, Eesha and Vicki Morwitz
. “Saving the Masses: The Impact of Perceived Efficacy on Charitable Giving to Single vs. Multiple Beneficiaries.”
Organizational Behavior and Human Decision Processes
vol.
135
, (July 01, 2016):
45
-
54
.
Read More about Saving the Masses: The Impact of Perceived Efficacy on Charitable Giving to Single vs. Multiple Beneficiaries
Download PDF on Saving the Masses: The Impact of Perceived Efficacy on Charitable Giving to Single vs. Multiple Beneficiaries
Type
Journal Article
Greenleaf, Eric, Eric Johnson, Vicki Morwitz, and Edith Shalev
. “The Price Does Not Include Additional Taxes, Fees, and Surcharges: A Review of Research on Partitioned Pricing.”
Journal of Consumer Psychology
vol.
26
, (January 01, 2016):
105
-
124
.
Read More about The Price Does Not Include Additional Taxes, Fees, and Surcharges: A Review of Research on Partitioned Pricing
Download PDF on The Price Does Not Include Additional Taxes, Fees, and Surcharges: A Review of Research on Partitioned Pricing
Type
Journal Article
Dahl, Darren, Eileen Fischer, Gita Johar, and Vicki Morwitz
. “Tutorials in Consumer Research.”
Journal of Consumer Research
vol.
43
, no.
2
(January 01, 2016):
199
.
Read More about Tutorials in Consumer Research
Type
Journal Article
Cerf, Moran, Eric Greenleaf, Tom Meyvis, and Vicki Morwitz
. “Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications.”
Journal of Marketing Research
vol.
52
, (January 01, 2015):
530
-
545
.
Read More about Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications
Type
Journal Article
Dahl, Darren, Eileen Fischer, Gita Johar, and Vicki Morwitz
. “The Evolution of JCR: A View through the Eyes of Its Editors.”
Journal of Consumer Research
vol.
42
, no.
1
(January 01, 2015):
1
-
4
.
Read More about The Evolution of JCR: A View through the Eyes of Its Editors
Type
Journal Article
Morwitz, Vicki
. “Consumers’ Purchase Intentions and Their Behavior.”
Foundations and Trends in Marketing
vol.
7
, no.
4
(November 13, 2014):
181
-
230
.
Read More about Consumers’ Purchase Intentions and Their Behavior
Type
Journal Article
Morwitz, Vicki
. “Insights from the Animal Kingdom.”
Journal of Consumer Psychology
vol.
24
, (October 01, 2014):
572
-
585
.
Read More about Insights from the Animal Kingdom
Download PDF on Insights from the Animal Kingdom
Type
Journal Article
Dahl, Darren, Eileen Fischer, Gita Johar, and Vicki Morwitz
. “From the Editors-Elect: Meaningful Consumer Research.”
Journal of Consumer Research
vol.
41
, no.
1
(January 01, 2014):
iii
-
v
.
Read More about From the Editors-Elect: Meaningful Consumer Research
Type
Journal Article
Danziger, Shai, Liat Hadar, and Vicki Morwitz
. “Retailer Pricing Strategy and Consumer Choice under Price Uncertainty.”
Journal of Consumer Research
vol.
41
, (January 01, 2014):
761
-
774
.
Read More about Retailer Pricing Strategy and Consumer Choice under Price Uncertainty
Type
Journal Article
Vadiveloo, Maya, Vicki Morwitz, and Pierre Chandon
. “Mere Belief Effects: The Effects of Perceived Calorie Restriction and Health Labels on Satiety.”
Appetite
vol.
71
, no.
1
(January 01, 2013):
349
-
356
.
Read More about Mere Belief Effects: The Effects of Perceived Calorie Restriction and Health Labels on Satiety
Type
Journal Article
Bauer, Johannes, Philipp Schmitt, Vicki Morwitz, and Russell Winer
. “Managerial Decision Making in Customer Management: Adaptive, Fast and Frugal?”
Journal of the Academy of Marketing Science
vol.
41
, (January 01, 2013):
436
-
455
.
Read More about Managerial Decision Making in Customer Management: Adaptive, Fast and Frugal?
Type
Journal Article
Vadiveloo, Maya, Vicki Morwitz, and Pierre Chandon
. “The Interplay of Health Claims and Taste Importance on Food Consumption and Self-Reported Satiety.”
Appetite
vol.
71
, (January 01, 2013):
349
-
356
.
Read More about The Interplay of Health Claims and Taste Importance on Food Consumption and Self-Reported Satiety
Type
Journal Article
Shalev, Edith and Vicki Morwitz
. “Does Time Fly When You're Counting Down? The Effect of Counting Direction on Subjective Time Judgments.”
Journal of Consumer Psychology
vol.
23
, (January 01, 2013):
220
-
227
.
Read More about Does Time Fly When You're Counting Down? The Effect of Counting Direction on Subjective Time Judgments
Type
Journal Article
Chakravarti, Amitav, Andrew Grenville, Vicki Morwitz, Jane Tang, and Gulden Ulkumen
. “Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensitivity.”
Journal of Consumer Psychology
vol.
23
, (January 01, 2013):
515
-
535
.
Read More about Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensitivity
Type
Journal Article
Lynch, John, Joseph Alba, Aradhna Krishna, Vicki Morwitz, and Zeynep Gurhan
. “Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria.”
Journal of Consumer Psychology
vol.
22
, (October 01, 2012):
473
-
485
.
Read More about Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria
Download PDF on Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria
Type
Journal Article
Shalev, Edith and Vicki Morwitz
. “Influence via Comparison-Driven Self Evaluation and Restoration: The Case of the Low-Status Influencer.”
Journal of Consumer Research
vol.
38
, no.
5
(January 01, 2012):
964
-
980
.
Read More about Influence via Comparison-Driven Self Evaluation and Restoration: The Case of the Low-Status Influencer
Type
Journal Article
Smith, Ronn, Pierre Chandon, Vicki Morwitz, Eric Spangenberg, and David Sprott
. “How to Help People Change Their Habits: Asking about Their Plans.”
Yale Economic Review
vol.
8
, (January 01, 2012):
15
-
17
.
Read More about How to Help People Change Their Habits: Asking about Their Plans
Type
Journal Article
Vadiveloo, Maya, Vicki Morwitz, and Pierre Chandon
. “Mere Belief Effects: The Effect of Health Labels on Food Consumption and Self-Reported Satiety.”
Journal of the Academy of Nutrition and Dietetics
vol.
112
, no.
9
(January 01, 2012):
A86
.
Read More about Mere Belief Effects: The Effect of Health Labels on Food Consumption and Self-Reported Satiety
Type
Journal Article
Raghubir, Priya, Vicki Morwitz, and Shelle Santana
. “Europoly Money: The Impact of Currency Framing on Tourists’ Spending Decisions.”
Journal of Retailing
vol.
86
, no.
1
(January 01, 2012):
7
-
19
.
Read More about Europoly Money: The Impact of Currency Framing on Tourists’ Spending Decisions
Type
Journal Article
Chandon, Pierre, Ronn J. Smith Ronn J. Smith, Vicki Morwitz, Eric R. Spangenberg, and David E. Sprott
. “When Does the Past Repeat Itself? The Interplay of Behavior Prediction and Personal Norms.”
Journal of Consumer Research
vol.
38
, no.
3
(January 01, 2011):
420
-
430
.
Read More about When Does the Past Repeat Itself? The Interplay of Behavior Prediction and Personal Norms
Type
Journal Article
Raghubir, Priya, Vicki Morwitz, and Amitav Chakravarti
. “Spatial Categorization and Time Perception: Does it Take Less Time to Get Home?”
Journal of Consumer Psychology
vol.
21
, no.
2
(January 01, 2011):
192
-
198
.
Read More about Spatial Categorization and Time Perception: Does it Take Less Time to Get Home?
Type
Journal Article
Sun, Baohong and Vicki Morwitz
. “Stated Intentions and Purchase Behavior: A Unified Model.”
International Journal of Research in Marketing
vol.
27
, no.
4
(January 01, 2010):
356
-
366
.
Read More about Stated Intentions and Purchase Behavior: A Unified Model
Type
Journal Article
Ülkümen, Gülden, Amitav Chakravarti, and Vicki Morwitz
. “Categories Create Mindsets: The Effect of Exposure to Broad versus Narrow Categorizations on Subsequent, Unrelated Decisions.”
Journal of Marketing Research
vol.
47
, no.
4
(January 01, 2010):
659
-
671
.
Read More about Categories Create Mindsets: The Effect of Exposure to Broad versus Narrow Categorizations on Subsequent, Unrelated Decisions
Type
Journal Article
Thomas, Manoj and Vicki Morwitz
. “The Ease of Computation Effect: The Interplay of Metacognitive Experience and Naive Theories in Judgments of Numerical Difference.”
Journal of Marketing Research
vol.
46
, no.
1
(January 01, 2009):
81
-
91
.
Read More about The Ease of Computation Effect: The Interplay of Metacognitive Experience and Naive Theories in Judgments of Numerical Difference
Type
Journal Article
Ülkümen, Gülden, Manoj Thomas, and Vicki Morwitz
. “Will I Spend More in 12 Months or a Year? The Effect of Ease of Estimation and Confidence on Budget Estimates.”
Journal of Consumer Research
vol.
35
, no.
2
(January 01, 2008):
245
-
256
.
Read More about Will I Spend More in 12 Months or a Year? The Effect of Ease of Estimation and Confidence on Budget Estimates
Type
Journal Article
Morwitz, Vicki
. “Marketing Extends beyond Humans.”
Journal of Business Research
vol.
61
, no.
5
(January 01, 2008):
544
-
545
.
Read More about Marketing Extends beyond Humans
Type
Journal Article
Morwitz, Vicki, Joel Steckel, and Alok Gupta
. “When do Purchase Intentions Predict Sales?”
International Journal of Forecasting
vol.
23
, no.
3
(January 01, 2007):
347
-
364
.
Read More about When do Purchase Intentions Predict Sales?
Type
Journal Article
Sprott, David E., Eric R. Spangenberg, Lauren G. Block, Gavan Fitzsimons, Vicki Morwitz, and Patti Williams
. “The Question-Behavior Effect: What We Know and Where We Go From Here.”
Social Influence
vol.
1
, no.
June
(June 01, 2006):
128
-
137
.
Read More about The Question-Behavior Effect: What We Know and Where We Go From Here
Type
Journal Article
Chandran, Sucharita and Vicki Morwitz
. “The Price of ‘Free’-dom: Consumer Sensitivity to Promotions with Negative Contextual Influences.”
Journal of Consumer Research
vol.
33
, no.
3
(January 01, 2006):
384
-
392
.
Read More about The Price of ‘Free’-dom: Consumer Sensitivity to Promotions with Negative Contextual Influences
Type
Journal Article
Young Holt, Bethany, Vicki Morwitz, Long Ngo, Polly Harrison, Kevin Whaley, and Anh-Hoa Nguyen
. “Microbicide Preference Among Female College Students in California.”
Journal of Women’s Health
vol.
15
, no.
3
(January 01, 2006):
281
-
294
.
Read More about Microbicide Preference Among Female College Students in California
Type
Journal Article
Chandran, Sucharita and Vicki Morwitz
. “Effect of Participative Pricing on Consumers’ Cognitions and Actions:  A Goal Theoretic Perspective.”
Journal of Consumer Research
vol.
32
, no.
2
(January 01, 2005):
249
-
259
.
Read More about Effect of Participative Pricing on Consumers’ Cognitions and Actions:  A Goal Theoretic Perspective
Type
Journal Article
Chandon, Pierre, Vicki Morwitz, and Werner J. Reinartz
. “Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research.”
Journal of Marketing
vol.
69
, no.
2
(January 01, 2005):
1
-
14
.
Read More about Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research
Type
Journal Article
Morwitz, Vicki
. “The Effect of Survey Measurement on Respondent Behavior.”
Applied Stochastic Models in Business and Industry
vol.
21
, (January 01, 2005):
451
-
455
.
Read More about The Effect of Survey Measurement on Respondent Behavior
Type
Journal Article
Thomas, Manoj and Vicki Morwitz
. “Penny Wise and Pound Foolish: The Left Digit Effect in Price Cognition.” (January 01, 2005).
Read More about Penny Wise and Pound Foolish: The Left Digit Effect in Price Cognition
Type
Journal Article
Chandon, Pierre, Vicki Morwitz, and Werner J. Reinartz
. “The Short- and Long-Term Effects of Measuring Intent to Repurchase.”
Journal of Consumer Research
vol.
31
, no.
3
(June 01, 2004):
566
-
572
.
Read More about The Short- and Long-Term Effects of Measuring Intent to Repurchase
Type
Journal Article
Morwitz, Vicki and Gavan J. Fitzsimons
. “The Mere Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?”
Journal of Consumer Psychology
vol.
14
, no.
1&2
(January 01, 2004):
64
-
74
.
Read More about The Mere Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?
Type
Journal Article
Dholakia, Utpal M. and Vicki Morwitz
. “The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field-Study of Customer Satisfaction Measurement.”
Journal of Consumer Research
vol.
29
, no.
2
(October 01, 2002):
159
-
167
.
Read More about The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field-Study of Customer Satisfaction Measurement
Type
Journal Article
Block, Lauren, Vicki Morwitz, William P. Putsis Jr., and Subrata Sen
. “Assessing the Impact of Anti-Drug Advertising on Adolescent Drug Consumption: Results from a Behavioral Economic Model.”
American Journal of Public Health
vol.
92
, no.
8
(June 01, 2002):
1346
-
1351
.
Read More about Assessing the Impact of Anti-Drug Advertising on Adolescent Drug Consumption: Results from a Behavioral Economic Model
Type
Journal Article
Dholakia, Utpal M. and Vicki Morwitz
. “How Surveys Influence Customers.”
Harvard Business Review
vol.
80
, no.
5
(June 01, 2002):
18
-
19
.
Read More about How Surveys Influence Customers
Type
Journal Article
Hsiao, Cheng, Baohong Sun, and Vicki Morwitz
. “The Role of Stated Intentions in New Product Purchase Forecasting.”
Advances in Econometrics
vol.
16
, (January 01, 2002):
11
-
28
.
Read More about The Role of Stated Intentions in New Product Purchase Forecasting
Type
Journal Article
Morwitz, Vicki
. “Methods for Forecasting from Intentions Data.”
AIDS
vol.
15
, no.
February
(June 01, 2001):
S23
.
Read More about Methods for Forecasting from Intentions Data
Type
Journal Article
Sen, Sankar, Zeynep Gurhan-Canli, and Vicki Morwitz
. “Withholding Consumption: A Social Dilemma Perspective on Consumer Boycotts.”
Journal of Consumer Research
vol.
28
, no.
3
(January 01, 2001):
399
-
417
.
Read More about Withholding Consumption: A Social Dilemma Perspective on Consumer Boycotts
Type
Journal Article
Armstrong, J. Scott, Vicki Morwitz, and V. Kumar
. “Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy?”
International Journal of Forecasting
vol.
16
, no.
3
(January 01, 2000):
383
-
397
.
Read More about Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy?
Type
Journal Article
Block, Lauren and Vicki Morwitz
. “Shopping Lists as an External Memory Aid for Grocery Shopping: Influences on List Writing and List Fulfillment.”
Journal of Consumer Psychology
vol.
8
, no.
4
(January 01, 1999):
343
-
376
.
Read More about Shopping Lists as an External Memory Aid for Grocery Shopping: Influences on List Writing and List Fulfillment
Type
Journal Article
Morwitz, Vicki, Eric Greenleaf, and Eric Johnson
. “Divide and Prosper: Consumers’ Reactions to Partitioned Prices.”
Journal of Marketing Research
vol.
35
, no.
4
(September 01, 1998):
453
-
463
.
Read More about Divide and Prosper: Consumers’ Reactions to Partitioned Prices
Type
Journal Article
Morwitz, Vicki and David C. Schmittlein
. “Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models.”
Management Science
vol.
44
, no.
5
(May 01, 1998):
610
-
628
.
Read More about Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models
Type
Journal Article
Young, Martin R., Wayne S. DeSarbo, and Vicki Morwitz
. “The Stochastic Modeling of Purchase Intentions and Behavior.”
Management Science
vol.
44
, no.
2
(January 01, 1998):
188
-
202
.
Read More about The Stochastic Modeling of Purchase Intentions and Behavior
Type
Journal Article
Morwitz, Vicki
. “It Seems Like Only Yesterday: The Nature and Consequences of Telescoping Errors in Marketing Research.”
Journal of Consumer Psychology
vol.
6
, no.
1
(September 01, 1997):
1
-
30
.
Read More about It Seems Like Only Yesterday: The Nature and Consequences of Telescoping Errors in Marketing Research
Type
Journal Article
Winer, Russell S., John Deighton, Sunil Gupta, Eric J. Johnson, Barbara Mellers, Vicki Morwitz, Thomas O'Guinn, Arvind Rangaswamy, and Alan G. Sawyer
. “Choice in Computer-Mediated Environments.”
Marketing Letters
vol.
8
, no.
3
(May 01, 1997):
287
-
296
.
Read More about Choice in Computer-Mediated Environments
Type
Journal Article
Morwitz, Vicki
. “Why Consumers Don't Always Accurately Predict Their Own Future Behavior.”
Marketing Letters, Special Issue on the Time Course of Preferences
vol.
8
, no.
1
(January 01, 1997):
57
-
70
.
Read More about Why Consumers Don't Always Accurately Predict Their Own Future Behavior
Type
Journal Article
Morwitz, Vicki and Carol Pluzinski
. “Do Polls Reflect Opinion or do Opinions Reflect the Polls? The Impact of Political Polling on Voters' Expectations, Preferences, and Behavior.”
Journal of Consumer Research
vol.
23
, no.
1
(October 01, 1996):
67
-
53
.
Read More about Do Polls Reflect Opinion or do Opinions Reflect the Polls? The Impact of Political Polling on Voters' Expectations, Preferences, and Behavior
Type
Journal Article
Fitzsimons, Gavan and Vicki Morwitz
. “The Effect of Measuring Intent on Brand Level Purchase Behavior.”
Journal of Consumer Research
vol.
23
, no.
1
(July 01, 1996):
1
-
11
.
Read More about The Effect of Measuring Intent on Brand Level Purchase Behavior
Type
Journal Article
Sen, Sankar and Vicki Morwitz
. “Consumer Reactions to a Provider's Position on Social Issues: The Effect of Varying Frames of Reference.”
Journal of Consumer Psychology
vol.
5
, no.
1
(April 01, 1996):
27
-
48
.
Read More about Consumer Reactions to a Provider's Position on Social Issues: The Effect of Varying Frames of Reference
Type
Journal Article
Sen, Sankar and Vicki Morwitz
. “Is it Better to Have Loved and Lost than Never to Have Loved at All?: The Effect of Changing Product Attributes over Time on Product Evaluation.”
Marketing Letters
vol.
7
, no.
3
(January 01, 1996):
225
-
236
.
Read More about Is it Better to Have Loved and Lost than Never to Have Loved at All?: The Effect of Changing Product Attributes over Time on Product Evaluation
Type
Journal Article
Morwitz, Vicki, Eric Johnson, and David C. Schmittlein
. “Does Measuring Intent Change Behavior?”
Journal of Consumer Research
vol.
20
, no.
1
(January 01, 1993):
46
-
61
.
Read More about Does Measuring Intent Change Behavior?
Type
Journal Article
Morwitz, Vicki and David C. Schmittlein
. “Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which 'Intenders' Actually Buy?”
Journal of Marketing Research
vol.
29
, no.
4
(January 01, 1992):
391
-
405
.
Read More about Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which 'Intenders' Actually Buy?
Type
Working Paper
Bambauer-Sachse, Silke and Vicki Morwitz
. Who Is to Blame for this Surcharge? The Impact of Consumers’ Perceptions of Who Is Responsible for a Surcharge on Reactions to Partitioned Pricing. September 23, 2023.
Read More about Who Is to Blame for this Surcharge? The Impact of Consumers’ Perceptions of Who Is Responsible for a Surcharge on Reactions to Partitioned Pricing.
Type
Working Paper
Wu, Alisa, Vicki Morwitz, and David Eatwell
. Forecasting Physicians' Prescription Behavior from Their Stated Intentions. September 23, 2023.
Read More about Forecasting Physicians' Prescription Behavior from Their Stated Intentions.
Type
Working Paper
Munz, Kurt P. and Vicki Morwitz
. A Not-so Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce. September 23, 2023.
Read More about A Not-so Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce.
Type
Working Paper
Duani, Nofar, Alix Barasch, and Vicki Morwitz
. Consumers’ Reaction to Price Discrimination in the Digital Age. September 23, 2023.
Read More about Consumers’ Reaction to Price Discrimination in the Digital Age.
Type
Working Paper
Wu, Alisa and Vicki Morwitz
. Recounting Experiences Before and During the Covid-19 Crisis. September 23, 2023.
Read More about Recounting Experiences Before and During the Covid-19 Crisis.
Type
Working Paper
Duani, Nofar, Sonia Kim, Steven Dallas, and Vicki Morwitz
. Pre-Commitment by Price: Consumers’ Reactions to Unlimited Offers for Vice Products. September 23, 2023.
Read More about Pre-Commitment by Price: Consumers’ Reactions to Unlimited Offers for Vice Products.
Type
Working Paper
Munz, Kurt P., Adam Greenberg, and Vicki Morwitz
. Spreading of Alternatives Without a Perception of Choice. September 23, 2023.
Read More about Spreading of Alternatives Without a Perception of Choice.
Type
Newspaper/Magazine Article
Huang, Yanliu, Zhen Yang, and Vicki Morwitz
. “Helping Me See the Whole Picture: How Using a Paper versus Mobile Calendar Influences Consumer Planning and Plan Fulfillment.”
Journal of Consumer Psychology
. Forthcoming.
Read More about Helping Me See the Whole Picture: How Using a Paper versus Mobile Calendar Influences Consumer Planning and Plan Fulfillment
Type
Newspaper/Magazine Article
Wu, Alisa and Vicki Morwitz
. “The Impact of Review Linguistic Features on Review Writers and Readers.”
Journal of Consumer Research
. Forthcoming.
Read More about The Impact of Review Linguistic Features on Review Writers and Readers
Type
Newspaper/Magazine Article
Perez, Dikla and Vicki Morwitz
. “How Measurement Effects Vary with Culture.”
Journal of Consumer Research
. Forthcoming.
Read More about How Measurement Effects Vary with Culture
Type
Newspaper/Magazine Article
Thomas, Manoj and Vicki Morwitz
. “A Penny Saved.”
Stern Business
. January 01, 2005.
Read More about A Penny Saved
Type
Newspaper/Magazine Article
Greenleaf, Eric A., Vicki Morwitz, and Russell S. Winer
. “Helping Hands.”
Stern Business
. January 01, 2004.
Read More about Helping Hands
Type
Newspaper/Magazine Article
Morwitz, Vicki
. “An Incomplete Picture.”
Marketing Research
. January 01, 2003.
Read More about An Incomplete Picture
Type
Newspaper/Magazine Article
Block, Lauren G., Vicki Morwitz, William P. Putsis, Jr., and Subrata K. Sen
. “Just Saying No.”
Stern Business
. January 01, 2003.
Read More about Just Saying No
Type
Newspaper/Magazine Article
Morwitz, Vicki and Carol Pluzinski
. “Do Polls Reflect Opinions or Do Opinions Reflect the Polls?”
Stern Business
. January 01, 1996.
Read More about Do Polls Reflect Opinions or Do Opinions Reflect the Polls?
Type
Newspaper/Magazine Article
Morwitz, Vicki
. “Not All 'Definitely Will Buy's Will Buy: How to Determine Which Ones Will.”
Marketing Review
. January 01, 1993.
Read More about Not All 'Definitely Will Buy's Will Buy: How to Determine Which Ones Will
Type
Book
Fitzsimons, Gavan and Vicki Morwitz
. Advances in Consumer Research. 
Duluth, MN
:
Association for Consumer Research
, 2007.
Read More about Advances in Consumer Research
Type
Chapter
Morwitz, Vicki and Eesha Sharma
. “A Different View on Pricing.” In
Legends in Marketing
, edited by
Jagdish N. Sheth
,
SAGE Publications Pvt. Ltd.
, 2011.
Read More about A Different View on Pricing
Type
Chapter
Morwitz, Vicki
. “Purchase Intentions and Purchasing.” In
Consumer Insights: Findings from Behavioral Research
, edited by
Joseph Alba
,
89
-
90
.
Marketing Science Institute
, 2011.
Read More about Purchase Intentions and Purchasing
Type
Chapter
Morwitz, Vicki
. “Biases in the Processing of Price Information.” In
Consumer Insights: Findings from Behavioral Research
, edited by
Joseph Alba
,
27
-
28
.
Marketing Science Institute
, 2011.
Read More about Biases in the Processing of Price Information
Type
Chapter
Cooley, Thomas, Xavier Gabaix, Samuel Lee, Thomas Mertens, Vicki Morwitz, Shellene Santana, Anjolein Schmeits, Stijn Van Nieuwerburgh, and Robert Whitelaw
. “Consumer Financial Protection Regulation.” In
Regulating Wall Street: The Dodd-Frank Act and the New Architecture of Global Finance
, edited by
Viral V. Acharya, Thomas F. Cooley, Matthew P. Richardson, and Ingo Walter
,
73
-
84
.
Wiley
, 2010.
Read More about Consumer Financial Protection Regulation
Type
Chapter
Shalev, Edith and Vicki Morwitz
. “How Low Can I Go? The Comparative Effect of Low Status Users on Buying Intentions.” In
Advances in Consumer Research
, edited by
Darren Dahl, Gita Johar, and Stijn van Osselaer
,
Duluth, MN
:
Association for Consumer Research
, 2010.
Read More about How Low Can I Go? The Comparative Effect of Low Status Users on Buying Intentions
Type
Chapter
Raghubir, Priya, Vicki Morwitz, and Shelle Santana
. “Europoly Money: The Impact of Currency Framing on Tourists’ Spending Decisions.” In
Advances in Consumer Research
, edited by
Darren Dahl, Gita Johar, and Stijn van Osselaer
,
Duluth, MN
:
Association for Consumer Research
, 2010.
Read More about Europoly Money: The Impact of Currency Framing on Tourists’ Spending Decisions
Type
Chapter
Tang, Jane, Andrew Grenville, Vicki Morwitz, Amitav Chakravarti, and Gülden Ülkümen
. “Influencing Feature Price Tradeoff Decisions in CBC Experiments.” In
Sawtooth Software Conference Proceedings
,
247
-
262
. 2009.
Read More about Influencing Feature Price Tradeoff Decisions in CBC Experiments
Type
Chapter
Cooley, Thomas, Xavier Gabaix, Vicki Morwitz, Anjolein Schmeits, and Stijn Van Nieuwerburgh
. “Consumer Finance Protection Agency: Is There a Need?” In
Real Time Solutions for Financial Reform
,
85
-
88
. 2009.
Read More about Consumer Finance Protection Agency: Is There a Need?
Type
Chapter
Shalev, Edith and Vicki Morwitz
. “Does Time Fly When You’re Counting Down? The Effect of Counting Direction on Subjective Time Judgment.” In
Advances in Consumer Research
, edited by
Ann L. McGill and Sharon Shavitt
,
1051
-
1052
. 2009.
Read More about Does Time Fly When You’re Counting Down? The Effect of Counting Direction on Subjective Time Judgment
Type
Chapter
Manoj, Thomas and Vicki Morwitz
. “Heuristics in Numerical Cognition: Implications for Pricing.” In
Handbook of Research in Pricing
, edited by
Vithala Rao
,
132
-
149
.
Edward Elgar Publishing
, 2009.
Read More about Heuristics in Numerical Cognition: Implications for Pricing
Type
Chapter
Chandon, Pierre and Vicki Morwitz
. “Breaking Behavior Repetition: New Insights on the Role of Habits and Intentions.” In
Advances in Consumer Research
, edited by
Angela Y. Lee and Dilip Soman
,
125
-
128
. 2008.
Read More about Breaking Behavior Repetition: New Insights on the Role of Habits and Intentions
Type
Chapter
Shalev, Edith and Vicki Morwitz
. “The Surprising Influencers: How the Inferred Attributes of Observed Consumers Shape Observer Consumers’ Buying Intentions.” In
Advances in Consumer Research
, edited by
Angela Y. Lee and Dilip Soman
,
996
2008.
Read More about The Surprising Influencers: How the Inferred Attributes of Observed Consumers Shape Observer Consumers’ Buying Intentions
Type
Chapter
Chandran, Sucharita and Vicki Morwitz
. “The Price of ‘Free’-Dom: Consumer Sensitivity to Promotions with Negative Contexual Influences.” In
Advances in Consumer Research
, edited by
Connie Pechmann and Linda Price
,
250
2006.
Read More about The Price of ‘Free’-Dom: Consumer Sensitivity to Promotions with Negative Contexual Influences
Type
Chapter
Chandon, Pierre and Vicki Morwitz
. “Self-Generated Validity Effects in Consumer Research.” In
Advances in Consumer Research
, edited by
Geeta Menon and Akshay Rao
,
270
-
273
. 2005.
Read More about Self-Generated Validity Effects in Consumer Research
Type
Chapter
Thomas, Manoj and Vicki Morwitz
. “How Do Consumers and Managers Process Numeric Information? The Role of Numerical Cognition.” In
Advances in Consumer Research
, edited by
Geeta Menon and Akshay Rao
,
445
-
448
. 2005.
Read More about How Do Consumers and Managers Process Numeric Information? The Role of Numerical Cognition
Type
Chapter
Thomas, Manoj and Vicki Morwitz
. “Effects of Framing on Magnitude Perceptions of Prices.” In
Advances in Consumer Research
, edited by
Barbara E. Kahn and Mary Frances Luce
,
454
-
456
. 2004.
Read More about Effects of Framing on Magnitude Perceptions of Prices
Type
Chapter
Kiesler, Tina and Vicki Morwitz
. “What are the Chances? Biases in the Assessment of Probability and Risk.” In
European Advances in Consumer Research
, edited by
Andrea Gröppel-Klein and Franz-Rudolph Esch
,
195
2001.
Read More about What are the Chances? Biases in the Assessment of Probability and Risk
Type
Chapter
Morwitz, Vicki
. “Methods for Forecasting from Intentions Data.” In
Principles of Forecasting: A Handbook for Researchers and Practitioners
, edited by
Scott Armstrong
,
33
-
56
.
Kluwer Academic Publishers
, 2001.
Read More about Methods for Forecasting from Intentions Data
Type
Chapter
Kiesler, Tina and Vicki Morwitz
. “What are the Chances? Biases in the Assessment of Probability and Risk.” In
European Advances in Consumer Research
, edited by
Andrea Gröppel-Klein and Franz-Rudolph Esch
,
195
2001.
Read More about What are the Chances? Biases in the Assessment of Probability and Risk
Type
Chapter
Menon, Geeta and Vicki Morwitz
. “Biases in Social Comparison: If You are One in a Million, There are 4,000 People Just Like You.” In
Advances in Consumer Research
, edited by
Chris T. Allen and Deborah Roedder John
,
379
1994.
Read More about Biases in Social Comparison: If You are One in a Million, There are 4,000 People Just Like You
Type
Chapter
Menon, Geeta and Vicki Morwitz
. “Biases in Social Comparison: If You are One in a Million, There are 4,000 People Just Like You.” In
Advances in Consumer Research
, edited by
Chris T. Allen and Deborah Roedder John
,
379
1994.
Read More about Biases in Social Comparison: If You are One in a Million, There are 4,000 People Just Like You
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