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Faculty/Staff Directory


Professor Andy Gershoff is both a longtime longhorn and a new member of the McCombs community. Andy earned an MBA and a Ph.D. from the University of Texas at Austin and went on to teach at Columbia University and the University of Michigan. Andy has won both MBA and Ph.D. level teaching awards and has taught courses on marketing research, consumer behavior, services marketing, and the core MBA marketing management course. He has recently returned and is thrilled to be a part of the marketing department at the McCombs School of Business. His research explores consumers’ evaluations and decisions as they relate to relying on and trusting others, brands, and products. Within this context he focuses on three major areas: 1. How do consumers evaluate others and where they stand relative others? 2. How do consumers react to betrayals or violations of trust after relying on individuals, service providers, and products? 3. How do consumers evaluate the fairness of marketing and manufacturing tactics? His research and writing has been published in Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Marketing Letters, and the Financial Times. Andy also works as a consultant and executive educator on issues related to marketing, marketing research, and marketing education. He has worked in the U.S., Spain, China, Kazakhstan, Croatia, Turkey, and Egypt for numerous clients including IBM, Pfizer, Bristol-Meyers Squibb, and USAID.


Grant Packard, Andrew Gershoff, and David B. Wooten. 2016. When Boastful Word of Mouth Helps versus Hurts Social Perceptions and Persuasion. Journal of Consumer Research 43(1), 26-43.
Katherine A. Burson and Andrew Gershoff. 2015. Marketing Actions That Influence Estimates of Others Also Shape Identity. Journal of Consumer Psychology 25(3), 495-503.
Andrew Gershoff and Judy K. Frels. 2015. What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products. Journal of Marketing 79(1), 97-110.
Robin L. Soster, Andrew Gershoff, and William O. Bearden. 2014. The Bottom Dollar Effect: The Influence of Spending to Zero on Pain of Payment and Satisfaction. Journal of Consumer Research 41(3), 656-677.
Andrew Gershoff, Ran Kivetz, and Anat Keinan. 2012. Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness. Journal of Consumer Research 39(2), 382-398.
Andrew Gershoff and Julie R. Irwin. 2012. Why Not Choose Green? Consumer Decision Making for Environmentally Friendly Products, in The Oxford Handbook of Business and the Environment , Pratima Bansal and Andrew Hoffman, eds. Oxford: Oxford University Press, 363-383.
Andrew Gershoff and Katherine Burson. 2011. Knowing Where They Stand: The Role of Inferred Distributions of Others in Misetimates of Relative Standing. Journal of Consumer Research 38(3), 407-419.
Andrew Gershoff and Jonathan J. Koehler. 2011. Safety First? The Role of Emotion in Safety Product Aversion. Journal of Consumer Research 38(1), 140-150.
Andrew Gershoff, Ashesh Mukherjee, and Anirban Mukhopadhyay. 2008. What's Not to Like? Preference Asymmetry in the False Consensus Effect. Journal of Consumer Research 35(1), 119-125.
Andrew Gershoff, Ashesh Mukherjee, and Anirban Mukhopadhyay. 2007. Few Ways to Love, But Many Ways to Hate: Attribute Ambiguity, and the Positivity Effect in Agent Evaluation. Journal of Consumer Research 33(4), 499-505.
Andrew Gershoff, Ashesh Mukherjee, and Anirban Mukhopadhyay. 2006. 'I Love it' or 'I Hate it?' The Positivity Effect of Stated Preferences for Agent Evaluation. Marketing Letters 17(2), 103-117.
Andrew Gershoff and Gita V. Johar. 2006. Do You Know Me? Consumer Calibration of Friends' Knowledge. Journal of Consumer Research 32(4), 496-503.
Jonathan J. Koehler and Andrew Gershoff. 2005. Betrayal Aversion and Moral Heuristics: Response to Sunstein (2005) 'Moral Heuristics'. Behavioral and Brain Sciences.
Jonathan Koehler and Andrew Gershoff. 2003. Betrayal Aversion: When Agents of Protection Become Agents of Harm. Organizational Behavior and Human Decision Processes.
Andrew Gershoff, Ashesh Mukherjee, and Anirban Mukhopadhyay. 2003. Consumer Acceptance of On-line Agent Advice: Extremity and Positivity Effects. Journal of Consumer Psychology.
Susan M. Broniarczyk and Andrew Gershoff. 2003. The Reciprocal Effects of Brand Equity and Trivial Attributes. Journal of Marketing Research 40, 161-175.
Andrew Gershoff, Susan M. Broniarczyk, and Patricia West. 2001. Recommendation or Evaluation? Task Sensitivity in Information Source Selection. Journal of Consumer Research 28, 418-438.
Andrew Gershoff and Patricia M. West. 1998. Using a Community of Knowledge to Build Intelligent Agents. Marketing Letters.

Professional Awards

American Marketing Association Sheth Doctoral Consortium Faculty Participant2007
Haring Symposium Faculty Participant2007
Marketing Science Institute Young Scholar2005
University of Texas Outstanding Doctoral Dissertation Award Nominee1999
American Marketing Association Sheth Doctoral Consortium Fellow1997
Haring Symposium Fellow1996
Southern Marketing Association Doctoral Consortium Fellow1995
University of Texas Graduate School of Business Sord Scholar Award1995

Teaching Awards

Steven M. Ross School of Business Ph.D. Teaching Excellence Award2009
Steven M. Ross School of Business Global MBA Teaching Excellence Award2008