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  1. Directory
  2. Faculty
  3. Vicki Morwitz

Vicki Morwitz

Bruce Greenwald Professor of Business
Marketing Division
Vicki Morwitz
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, and served as the Editor-in-Chief of the Journal of the Association for Consumer Research, and 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
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Hong, Jennifer, Chiara Longoni, and Vicki Morwitz
. “Proximity Bias: Motivated Effects of Spatial Distance on Probability Judgments.”
Journal of Consumer Psychology
(Forthcoming).
Explore Further about Proximity Bias: Motivated Effects of Spatial Distance on Probability Judgments
Journal Article
Duani, N., A. Barasch, and Vicki Morwitz
. “Demographic pricing in the digital age: Assessing fairness perceptions in algorithmic versus human-based price discrimination.”
Journal of the Association for Consumer Research
vol.
9
, no.
3
(October 01, 2024):
257
-
268
. doi:
https://doi.org/10.1086/729440
Explore Further about Demographic pricing in the digital age: Assessing fairness perceptions in algorithmic versus human-based price discrimination
Journal Article
Johnson, Eric, Eli Sugerman , Vicki Morwitz , Gita Johar , and Michael Morris
. “Widespread misestimates of greenhouse gas emissions suggest low carbon competence.”
Nature: Climate Change
vol.
14
, (June 21, 2024):
707
-
714
. doi:
https://doi.org/10.1038/s41558-024-02032-z
Explore Further about Widespread misestimates of greenhouse gas emissions suggest low carbon competence
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
.
Explore Further about Advance Care Plans: Planning for Critical Healthcare Decisions
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
.
Explore Further about Embarrassed by Calories: Joint Effect of Calorie Posting and Social Context
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
.
Explore Further 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
Journal Article
Morwitz, Vicki and Kurt P. Munz
. “Intentions.”
Consumer Psychology Review
vol.
4
, no.
1
(January 01, 2021):
26
-
41
.
Explore Further about Intentions
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
.
Explore Further about Choice Bracketing and Experience-Based Choice
Download PDF on Choice Bracketing and Experience-Based Choice
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
.
Explore Further about The Role of Gender in Pay-What-You-Want Contexts
Download PDF on The Role of Gender in Pay-What-You-Want Contexts
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
.
Explore Further about The Role of Numbers in the Customer Journey
Download PDF on The Role of Numbers in the Customer Journey
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
.
Explore Further about Creating Boundary-Breaking Marketing-Relevant Consumer Research
Download PDF on Creating Boundary-Breaking Marketing-Relevant Consumer Research
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
.
Explore Further about Consumers’ Reactions to Drip Pricing
Journal Article
Santana, Shelle, Steven Dallas, and Vicki Morwitz
. “Consumer Reactions to Drip Pricing.”
Marketing Science
vol.
39
, (January 01, 2020):
188
-
210
.
Explore Further about Consumer Reactions to Drip Pricing
Download PDF on Consumer Reactions to Drip Pricing
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
.
Explore Further 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
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
.
Explore Further about "There Ain't No Such Thing as a Free Lunch": Consumers' Reactions to Pseudo-Free Offers
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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
.
Explore Further about Making Sense from (Apparent) Senselessness: The JCR Lens
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
.
Explore Further 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
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
.
Explore Further about The Price Does Not Include Additional Taxes, Fees, and Surcharges: A Review of Research on Partitioned Pricing
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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
.
Explore Further about Tutorials in Consumer Research
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
.
Explore Further about Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications
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
.
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Journal Article
Morwitz, Vicki
. “Consumers’ Purchase Intentions and Their Behavior.”
Foundations and Trends in Marketing
vol.
7
, no.
4
(November 13, 2014):
181
-
230
.
Explore Further about Consumers’ Purchase Intentions and Their Behavior
Journal Article
Morwitz, Vicki
. “Insights from the Animal Kingdom.”
Journal of Consumer Psychology
vol.
24
, (October 01, 2014):
572
-
585
.
Explore Further about Insights from the Animal Kingdom
Download PDF on Insights from the Animal Kingdom
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
.
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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
.
Explore Further about Retailer Pricing Strategy and Consumer Choice under Price Uncertainty
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
.
Explore Further about Mere Belief Effects: The Effects of Perceived Calorie Restriction and Health Labels on Satiety
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
.
Explore Further about Managerial Decision Making in Customer Management: Adaptive, Fast and Frugal?
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
.
Explore Further about The Interplay of Health Claims and Taste Importance on Food Consumption and Self-Reported Satiety
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
.
Explore Further about Does Time Fly When You're Counting Down? The Effect of Counting Direction on Subjective Time Judgments
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
.
Explore Further about Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensitivity
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
.
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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
.
Explore Further about Influence via Comparison-Driven Self Evaluation and Restoration: The Case of the Low-Status Influencer
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
.
Explore Further about How to Help People Change Their Habits: Asking about Their Plans
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
.
Explore Further about Mere Belief Effects: The Effect of Health Labels on Food Consumption and Self-Reported Satiety
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
.
Explore Further about Europoly Money: The Impact of Currency Framing on Tourists’ Spending Decisions
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
.
Explore Further about When Does the Past Repeat Itself? The Interplay of Behavior Prediction and Personal Norms
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
.
Explore Further about Spatial Categorization and Time Perception: Does it Take Less Time to Get Home?
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
.
Explore Further about Stated Intentions and Purchase Behavior: A Unified Model
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
.
Explore Further about Categories Create Mindsets: The Effect of Exposure to Broad versus Narrow Categorizations on Subsequent, Unrelated Decisions
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
.
Explore Further about The Ease of Computation Effect: The Interplay of Metacognitive Experience and Naive Theories in Judgments of Numerical Difference
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
.
Explore Further about Will I Spend More in 12 Months or a Year? The Effect of Ease of Estimation and Confidence on Budget Estimates
Journal Article
Morwitz, Vicki
. “Marketing Extends beyond Humans.”
Journal of Business Research
vol.
61
, no.
5
(January 01, 2008):
544
-
545
.
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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
.
Explore Further about When do Purchase Intentions Predict Sales?
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
.
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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
.
Explore Further about The Price of ‘Free’-dom: Consumer Sensitivity to Promotions with Negative Contextual Influences
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
.
Explore Further about Microbicide Preference Among Female College Students in California
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
.
Explore Further about Effect of Participative Pricing on Consumers’ Cognitions and Actions:  A Goal Theoretic Perspective
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
.
Explore Further about Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research
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
.
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Journal Article
Thomas, Manoj and Vicki Morwitz
. “Penny Wise and Pound Foolish: The Left Digit Effect in Price Cognition.” (January 01, 2005).
Explore Further about Penny Wise and Pound Foolish: The Left Digit Effect in Price Cognition
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
.
Explore Further about The Short- and Long-Term Effects of Measuring Intent to Repurchase
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
.
Explore Further about The Mere Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?
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
.
Explore Further about The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field-Study of Customer Satisfaction Measurement
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
.
Explore Further about Assessing the Impact of Anti-Drug Advertising on Adolescent Drug Consumption: Results from a Behavioral Economic Model
Journal Article
Dholakia, Utpal M. and Vicki Morwitz
. “How Surveys Influence Customers.”
Harvard Business Review
vol.
80
, no.
5
(June 01, 2002):
18
-
19
.
Explore Further about How Surveys Influence Customers
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
.
Explore Further about The Role of Stated Intentions in New Product Purchase Forecasting
Journal Article
Morwitz, Vicki
. “Methods for Forecasting from Intentions Data.”
AIDS
vol.
15
, no.
February
(June 01, 2001):
S23
.
Explore Further about Methods for Forecasting from Intentions Data
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
.
Explore Further about Withholding Consumption: A Social Dilemma Perspective on Consumer Boycotts
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
.
Explore Further about Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy?
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
.
Explore Further about Shopping Lists as an External Memory Aid for Grocery Shopping: Influences on List Writing and List Fulfillment
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
.
Explore Further about Divide and Prosper: Consumers’ Reactions to Partitioned Prices
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
.
Explore Further about Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models
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
.
Explore Further about The Stochastic Modeling of Purchase Intentions and Behavior
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
.
Explore Further about It Seems Like Only Yesterday: The Nature and Consequences of Telescoping Errors in Marketing Research
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
.
Explore Further about Choice in Computer-Mediated Environments
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
.
Explore Further about Why Consumers Don't Always Accurately Predict Their Own Future Behavior
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
.
Explore Further about Do Polls Reflect Opinion or do Opinions Reflect the Polls? The Impact of Political Polling on Voters' Expectations, Preferences, and Behavior
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
.
Explore Further about The Effect of Measuring Intent on Brand Level Purchase Behavior
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
.
Explore Further about Consumer Reactions to a Provider's Position on Social Issues: The Effect of Varying Frames of Reference
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
.
Explore Further 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
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
.
Explore Further about Does Measuring Intent Change Behavior?
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
.
Explore Further about Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which 'Intenders' Actually Buy?
Journal Article
Morwitz, Vicki and Alisa Wu
. “Digital Therapy for Negative Consumption Experiences: The Impact of Emotional and Rational Reviews on Review Writers .” (July 14, 2025).
Explore Further about Digital Therapy for Negative Consumption Experiences: The Impact of Emotional and Rational Reviews on Review Writers
Working Paper
Spann, Martin, Marco Bertini, Oded Koenigsberg, Robert Zeithammer, Diego Aparicio, Yuxin Chen, Fabrizio Fantini, Ginger Zhe Jin, Vicki Morwitz , Peter Popkowski Leszczyc, Maria Ana Vitorino, Gizem Yalcin Williams, and Hyesung Yoo
. Algorithmic Pricing: Implications for Consumers, Managers, and Regulators. January 15, 2025.
Explore Further about Algorithmic Pricing: Implications for Consumers, Managers, and Regulators
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. July 14, 2025.
Explore Further 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.
Working Paper
Wu, Alisa, Vicki Morwitz , and David Eatwell
. Forecasting Physicians' Prescription Behavior from Their Stated Intentions. July 14, 2025.
Explore Further about Forecasting Physicians' Prescription Behavior from Their Stated Intentions.
Working Paper
Munz, Kurt P. and Vicki Morwitz
. A Not-so Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce. July 14, 2025.
Explore Further about A Not-so Easy Listening: Roots and Repercussions of Auditory Choice Difficulty in Voice Commerce.
Working Paper
Duani, Nofar, Alix Barasch, and Vicki Morwitz
. Consumers’ Reaction to Price Discrimination in the Digital Age. July 14, 2025.
Explore Further about Consumers’ Reaction to Price Discrimination in the Digital Age.
Working Paper
Wu, Alisa and Vicki Morwitz
. Recounting Experiences Before and During the Covid-19 Crisis. July 14, 2025.
Explore Further about Recounting Experiences Before and During the Covid-19 Crisis.
Working Paper
Duani, Nofar, Sonia Kim, Steven Dallas, and Vicki Morwitz
. Pre-Commitment by Price: Consumers’ Reactions to Unlimited Offers for Vice Products. July 14, 2025.
Explore Further about Pre-Commitment by Price: Consumers’ Reactions to Unlimited Offers for Vice Products.
Working Paper
Munz, Kurt P., Adam Greenberg, and Vicki Morwitz
. Spreading of Alternatives Without a Perception of Choice. July 14, 2025.
Explore Further about Spreading of Alternatives Without a Perception of Choice.
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.
Explore Further about Helping Me See the Whole Picture: How Using a Paper versus Mobile Calendar Influences Consumer Planning and Plan Fulfillment
Newspaper/Magazine Article
Wu, Alisa and Vicki Morwitz
. “The Impact of Review Linguistic Features on Review Writers and Readers.”
Journal of Consumer Research
. Forthcoming.
Explore Further about The Impact of Review Linguistic Features on Review Writers and Readers
Newspaper/Magazine Article
Thomas, Manoj and Vicki Morwitz
. “A Penny Saved.”
Stern Business
. January 01, 2005.
Explore Further about A Penny Saved
Newspaper/Magazine Article
Greenleaf, Eric A., Vicki Morwitz , and Russell S. Winer
. “Helping Hands.”
Stern Business
. January 01, 2004.
Explore Further about Helping Hands
Newspaper/Magazine Article
Morwitz, Vicki
. “An Incomplete Picture.”
Marketing Research
. January 01, 2003.
Explore Further about An Incomplete Picture
Newspaper/Magazine Article
Block, Lauren G., Vicki Morwitz , William P. Putsis, Jr., and Subrata K. Sen
. “Just Saying No.”
Stern Business
. January 01, 2003.
Explore Further about Just Saying No
Newspaper/Magazine Article
Morwitz, Vicki and Carol Pluzinski
. “Do Polls Reflect Opinions or Do Opinions Reflect the Polls?”
Stern Business
. January 01, 1996.
Explore Further about Do Polls Reflect Opinions or Do Opinions Reflect the Polls?
Newspaper/Magazine Article
Morwitz, Vicki
. “Not All 'Definitely Will Buy's Will Buy: How to Determine Which Ones Will.”
Marketing Review
. January 01, 1993.
Explore Further about Not All 'Definitely Will Buy's Will Buy: How to Determine Which Ones Will
Book
Fitzsimons, Gavan and Vicki Morwitz
. Advances in Consumer Research. 
Duluth, MN
:
Association for Consumer Research
, 2007.
Explore Further about Advances in Consumer Research
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.
Explore Further about A Different View on Pricing
Chapter
Morwitz, Vicki
. “Purchase Intentions and Purchasing.” In
Consumer Insights: Findings from Behavioral Research
, edited by
Joseph Alba
,
89
-
90
.
Marketing Science Institute
, 2011.
Explore Further about Purchase Intentions and Purchasing
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.
Explore Further about Biases in the Processing of Price Information
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.
Explore Further about Consumer Financial Protection Regulation
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.
Explore Further about How Low Can I Go? The Comparative Effect of Low Status Users on Buying Intentions
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.
Explore Further about Europoly Money: The Impact of Currency Framing on Tourists’ Spending Decisions
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.
Explore Further about Influencing Feature Price Tradeoff Decisions in CBC Experiments
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.
Explore Further about Consumer Finance Protection Agency: Is There a Need?
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.
Explore Further about Does Time Fly When You’re Counting Down? The Effect of Counting Direction on Subjective Time Judgment
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.
Explore Further about Heuristics in Numerical Cognition: Implications for Pricing
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.
Explore Further about Breaking Behavior Repetition: New Insights on the Role of Habits and Intentions
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.
Explore Further about The Surprising Influencers: How the Inferred Attributes of Observed Consumers Shape Observer Consumers’ Buying Intentions
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.
Explore Further about The Price of ‘Free’-Dom: Consumer Sensitivity to Promotions with Negative Contexual Influences
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.
Explore Further about Self-Generated Validity Effects in Consumer Research
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.
Explore Further about How Do Consumers and Managers Process Numeric Information? The Role of Numerical Cognition
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.
Explore Further about Effects of Framing on Magnitude Perceptions of Prices
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.
Explore Further about Methods for Forecasting from Intentions Data
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.
Explore Further about What are the Chances? Biases in the Assessment of Probability and Risk
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.
Explore Further about Biases in Social Comparison: If You are One in a Million, There are 4,000 People Just Like You
  • Courses
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Course
B8619: Behavioral Economics & Decision Making
View Course on Behavioral Economics & Decision Making
Course
B7619: Behavioral Economics & Decision Making
View Course on Behavioral Economics & Decision Making
Course
B9606: (PhD) Marketing Research Seminar
View Course on (PhD) Marketing Research Seminar
  • Awards & Honors
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In the Media

How Negative Reviews Can Actually Improve Customer Satisfaction

CX Dive
In the Media

Pork or Cheese? SUVs or Trucks? Test to See if You Know What's Better for the Environment

NBC News
In the Media

Consumers Are More Tolerant When Algorithms Drive Price Discrimination

CU Boulder Today
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Loaded up with Junk

The American Prospect
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How Airline "Drip Pricing" Can Disguise the True Cost of Flying

CBS News
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Why Fast-Food Fans Flipped out over Wendy's Pricing

Axios
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Do Paper Calendars Help Us Plan Better Than Digital Calendars?

PhysOrg
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Top Biden Advisor: Regulating Junk Fees Is Popular and 'Also Smart Economics'

Yahoo! Finance
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Junk Fees Cost Consumers Tens of Billions Annually, According to the White House

CNBC
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The Worst Hidden Travel Fees and How to Avoid Them

NerdWallet
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The She-Cession and She-Flation Are Colliding

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Millennial Money: Conquer Black Friday from Your Couch

The Associated Press
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Coronavirus and 4th of July: 78% of Americans Will Spend Less Money This Year

WalletHub
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Shoppers Share Black Friday Strategies That Actually Work

NerdWallet
Article

A One-Star Experience: The Therapeutic Effect of Leaving Negative Reviews

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Article

The Carbon Knowledge Gap: Why Most Consumers Struggle to Make Effective Eco Choices

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Article

Why Writing a Negative Review Can Help Consumers Feel Better — and Businesses Recover

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Article

Carbon Competence: People Overwhelming Make Incorrect Sustainability Choices

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Article

Algorithm Pricing – Is it Fairer Than Human-Set Standards?

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Article

Ticketmaster, Airlines, and Junk Fees: White House Welcomes Columbia Business School Expert on Fees and Surcharges

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Article

Defying the Digital Age: Using a Paper Calendar Could Make You More Productive

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Article

Calorie Counting at Restaurants: Social Dining Leads to Healthier Food Choices

Read More about Calorie Counting at Restaurants: Social Dining Leads to Healthier Food Choices
Article

Consumers Have a Stronger Debt Appetite for Interest-Free Experiential Goods Than Material Ones

Read More about Consumers Have a Stronger Debt Appetite for Interest-Free Experiential Goods Than Material Ones
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