Assistant Professor
Marketing
Expertise and Research Interests
- Consumer Judgments and Choice
- Impression Management
- Incentives
- Prosocial Behavior
- Word of Mouth
- Social Consumption
- Corporate Social Responsibility
(† PhD student at time of publication, * equal contribution)
- Fridman, Ariel*† and Rachel Gershon* (2023), “Reply to Kasper et al.:Identity threat is lower when supporting an opposing group member than an opposing group.” Proceedings of the National Academy of Sciences.
- Gershon, Rachel* and Ariel Fridman*† (2022) “Individuals Prefer to Harm their Own Group rather than Help an Opposing Group.” Proceedings of the National Academy of Sciences.
- Fridman, Ariel†, Rachel Gershon, and Ayelet Gneezy (2022) “Increased Generosity under COVID-19 Threat.” Scientific Reports.
- Fridman, Ariel†, Rachel Gershon, and Ayelet Gneezy (2021) “COVID-19 and VaccineHesitancy: A Longitudinal Study.” Plos One, 16 (4).
- Gershon, Rachel, Cynthia Cryder, and Leslie K. John (2020) “Why Prosocial Referral Incentives Work: Reputational Benefits versus Action Costs.” Journal of Marketing Research, 57 (1), 156-172.
- Gershon, Rachel* and Rosanna K. Smith* (2020) “Twice-Told Tales: Self-Repetition Decreases Observer Assessments of Performer Authenticity.” Journal of Personality and Social Psychology, 118 (2).
- Gershon, Rachel and Cynthia Cryder (2018) “Goods Donations Increase Charitable Credit for Low-Warmth Donors,” Journal of Consumer Research, 45 (2), 451–469.
- Gershon, Rachel, Cynthia Cryder and Katherine L. Milkman, “Friends with Health Benefits: A Field Experiment.” Minor Revision at Management Science.
- Gershon, Rachel, Cynthia Cryder, and Merriah Croston† “Risky Business: The Risk-Reward Tradeoff is Different for Nonprofits.” Revising for 3rd Round Review at Journal of Marketing Research.
- Gershon, Rachel, Alicea Lieberman, and Sydney Scott, “Consumers Believe Legal Products are Less Effective Than Illegal Products.” Revising for 3rd Round Review at Journal of Marketing Research.
- Gershon, Rachel* and Zhenling Jiang*, “Referral Contagion: Downstream Benefits of Customer Referrals.” Revising for 3rd Round Review at Journal of Marketing Research.
- Kim, Michelle†, Tianqi Chen†, Rachel Gershon, Sydney Scott, Daniella Kupor, and Remi Trudel, “Less is More (Natural): The Effect of the Number of Ingredients on Consumer Perceptions and Preferences.” Revising for 2nd Round Review at Journal of Marketing Research.
- Park, Alexander†, Rachel Gershon, Marissa A. Sharif, “The Struggle is Real: Motivating Goal Pursuit by Normalizing Process Difficulty.” Under Review.
- Weingarten, Evan, Rachel Gershon, and Amit Bhattacharjee, “Gatekeeping of Identity and Group Membership.” Under Review.
- Gershon, Rachel*, Kristen Duke*, and Ivuoma Onyeador, “The Promise of Ranked Choice Voting: Overcoming Electability Concerns to Increase Votes for Underrepresented Candidates.”
- Park, Alexander†, Cynthia Cryder, and Rachel Gershon, “Fighting Fiscal Awkwardness: The (Dis)Advantages of Digital Payment Methods on Peer-Debt Dynamics.”
- Gershon, Rachel, Anish Mitra, and Michael Ostacher, “Precision Marketing on Social Media Addresses Demographic Disparities in Mental Health Care Access.”
- Ariella Kristal and Rachel Gershon, “Commitment Devices and Lay Beliefs about Competence.”
At Haas since 2023
- Ad Hoc Journal Reviewer: Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Management Science, Journal of Experimental Psychology: General, Journal of Public Health, Journal of the Association for Consumer Research, Marketing Letters, Journal of Consumer Psychology, MIS Quarterly, Organizational Behavior and Human Decision Processes, Journal of Business Research, PLOS One, Scientific Reports, Trends in Cognitive Sciences
- Conference Reviewer: AMA Winter Academic Conference, Association for Consumer Research Conference, Society for Consumer Psychology, Society for Judgment and Decision-
Making Conference - Affiliations: Society for Judgment and Decision Making (SJDM), Association for Consumer Research (ACR), Society for Personality and Social Psychology (SPSP), Society for Consumer Psychology (SCP), Center for the Science of Moral Understanding (Research Affiliate)
- UCSD Global Health Institute Grant “Attitudes towards vaccinations during Coronavirus crisis – Longitudinal Study” $6,650 (Co PIs Ayelet Gneezy and Ariel Fridman), 2020
- MSI Grant # 4000981 “Friends with (Health) Benefits: Bundling Incentives and Social Engagement to increase Gym Usage” $5,000 (Co PIs Cynthia Cryder and Katherine Milkman), 2020
- Stanford Innovator Grant: Pilot Studies, “Searching for Help: Using Google Ads for Suicide Prevention,” $25,000 (Co PIs Michael Ostacher and Anish Mitra), 2019
- Society for Marketing Advances (SMA) Winner of the Doctoral Dissertation Competition, 2018
- Winner, Moog Scholar Award, Olin Business School, 2015
- Increased Generosity under COVID-19 Threat
- COVID-19 and Vaccine Hesitancy: A Longitudinal Study
- Twice-Told Tales: Self-Repetition Decreases Observer Assessments of Performer Authenticity