Assistant Professor
Marketing
Expertise and Research Interests
- Consumer Judgments and Choice
- Impression Management
- Incentives
- Prosocial Behavior
- Word of Mouth
- Social Consumption
- Corporate Social Responsibility
- Park, Alexander, Cynthia Cryder, and Rachel Gershon, “Fighting Fiscal Awkwardness: How Relationship Strength Changes Individuals’ Communication Approach When Resolving Interpersonal Debt.” (2024) Journal of Experimental Psychology: General.
- Gershon, Rachel* and Zhenling Jiang* (2024), “Referral Contagion: Downstream Benefits of Customer Referrals.” Journal of Marketing Research.
- Gershon, Rachel, Cynthia Cryder and Katherine L. Milkman (2024), “Friends with Health Benefits: A Field Experiment.” Management Science.
- 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.
- Gershon, Rachel, Alicea Lieberman, and Sydney Scott, “Consumers Believe Legal Products are Less Effective Than Illegal Products.”
- Weingarten, Evan, Rachel Gershon, and Amit Bhattacharjee, “The Social Consequences of Community Exclusivity.”
- Gershon, Rachel, Cynthia Cryder, and Merriah Croston, “Risky Business: The Risk-Reward Tradeoff is Different for Morally Relevant Companies.”
- 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.”
- Park, Alexander, Rachel Gershon, Marissa A. Sharif, “The Struggle is Real: Motivating Goal Pursuit by Normalizing Process Difficulty.”
- Gershon, Rachel*, Kristen Duke*, and Ivuoma Onyeador, “The Promise of Ranked Choice Voting: Overcoming Electability Concerns to Increase Votes for Underrepresented Candidates.”
- Hillegass, Kathryn†, Jackie Silverman, Rachel Gershon, Frederik Riedel, and David Grüning, “The Good, The Bad, and the Streaky: A Field Experiment on How Highlighting Patterns of App Use and Abstinence Affect Behavior.”
- Gershon, Rachel, Anish Mitra, and Michael Ostacher, “Precision Marketing on Social Media Addresses Demographic Disparities in Mental Health Care Access.”
- Kim, Michelle†, Rachel Gershon, Robyn LeBoeuf, “The Paradox of Unlimited: Unlimited-Use Offers Lower Consumption.”
At Haas since 2023
- 2023 – present, Assistant Professor, Haas School of Business
- 2019 – 2023, Assistant Professor, UC San Diego, Rady School of Management
- 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)
- Hellman Family Fund Faculty Grant, 2024
- Marketing Science Institute, Young Scholar, 2023
- Center for Equity, Gender, and Leadership, UC Berkeley, Grant for “The Promise of Ranked Choice Voting: Can It Improve Diverse Representation?, 2023
- 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