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Jeffrey R. Parker

Assistant Professor    
  • Ph.D., Columbia University
  • MPhil, Columbia University
  • B.S., University of Colorado
  • consumer behavior
  • decision-making processes
  • choice architecture and context
  • disadoption
  • choice comfort

While the specific topics vary, Jeff’s broad research interests lie in how consumers’ mental representations of choice contexts influence their decisions, and vice versa. Under this broad umbrella, he has investigated how consumers respond to food labels (e.g., low-calorie, organic, and the like), how gift cards change what consumers purchase, and how varying the order in which consumers choose attributes can change how they perceive their ultimately chosen options. In other work, he has examined how brands should expand via brand extensions, how consumers evaluate their decisions, and how responsibility is attributed.

His work has appeared in the Journal of Consumer Research, Journal of Marketing Research, Psychological Science, Journal of Retailing, and Journal of Marketing Theory and Practice.

Currently, Jeff teaches systematic creativity at the undergraduate level and consumer (buyer) behavior at the undergraduate, master’s and Ph.D. levels.

  • Parker, Jeffrey R., Donald R. Lehmann, and Yi Xie (2016), “Decision Comfort,” Journal of Consumer Research, 43 (1), 113-33.
  • Umashankar, Nita, Raji Srinivasan, and Jeffrey R. Parker (2016), “Cross-buying After Product Failure Recovery? Depends on How You Feel about It,” Journal of Marketing Theory and Practice, 24 (1), 1-22.
  • Reinholtz, Nicholas, Daniel M. Bartels, and Jeffrey R. Parker (2015), “On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase,” Journal of Consumer Research, 42 (4), 596-614.
  • Schrift, Rom Y. and Jeffrey R. Parker (2014), “Staying the Course: The Option of Doing Nothing and Its Impact on Postchoice Persistence,” Psychological Science, 25 (3), 772-80.
  • Parker, Jeffrey R. and Donald R. Lehmann (2014), “How and When Grouping Low-Calorie Options Reduces the Benefits of Providing Dish-Specific Calorie Information,” Journal of Consumer Research, 41 (1), 213-35.
  • Parker, Jeffrey R. and Donald R. Lehmann (2011), “When Shelf-Based Scarcity Impacts Consumer Preferences,” Journal of Retailing, 87 (2), 142-55.
  • Parker, Jeffrey R. and Rom Y. Schrift (2011), “Rejectable Choice Sets: How Seemingly Irrelevant No-Choice Options Affect Consumer Decision Processes,” Journal of Marketing Research, 48 (5), 840-54.