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Andrew Gershoff

Department Chair, Marketing

Department:     Marketing

Additional Titles:     Professor

Research Areas:     Affect and Decision Making, Behavioral Decision Theory, Consumer Behavior, Customer Insight, Judgment and Decision Making

Andrew Gershoff

Andrew Gershoff is a Professor of Marketing and Marketing Department Chair at the McCombs School of Business at the University of Texas at Austin, where he also holds the Foley’s Professorship in Retailing.

Andrew received his Ph.D. in Marketing from the University of Texas in 1999, an MBA from University of Texas in 1995, a B.A. in Sociology from the University of Massachusetts in 1989, and an A.A. in Business Administration from Berkshire Community College in 1988. Prior to joining the McCombs School in 2009, Andrew served on the faculty at Columbia Business School and the Ross School of Business at the University of Michigan.

Andrew’s research explores consumers’ judgments and decisions as they relate to evaluating and trusting other people, brands, and products. His work is published in top academic journals including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Behavior and Brain Science, and Marketing Letters. Recent work has examined the effects of boastful online reviewers on persuasion, how marketing activities can influence consumers’ identities, how consumers judge a product to be “environmentally friendly,” and how consumers judge temporal and spatial distances. His work has been cited and quoted in The New York Times, The Wall Street Journal, Financial Times, and Time Magazine, and CNN.

Andrew is also an accomplished and recognized teacher. He has taught the core Marketing Management course in the full time and working professional MBA programs, as well as in the Master of Science in Marketing program. He has also taught courses in consumer behavior, marketing research, and marketing of services. During his career, Andrew has won numerous teaching awards that have recognized his work with students at the undergraduate, MBA, and Ph.D. levels. Most recently, Andrew received the 2017 McCombs School of Business Joe D. Beasley Award for MBA Teaching.

Andrew is also involved in service to the school and to the field of marketing. From 2014 to 2018, Andrew served as the Ph.D. Advisor for the marketing department. He has also served on Business School curriculum committees for both undergraduate and masters levels, and he was an active member of the faculty committee for the planning of Rowling Hall. Andrew is also on review boards for the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Retailing, and the International Journal of Research in Marketing. Recently he was elected to the position of At Large Director for the Association for Consumer Research. He is also serving as a co-chair of the 2018 Association for Consumer Research annual conference in Dallas. He is also serving as a guest editor for the Journal of the Association for Consumer Research.



American Marketing Association Sheth Doctoral Consortium Faculty Participant



Haring Symposium Faculty Participant



Marketing Science Institute Young Scholar



University of Texas Outstanding Doctoral Dissertation Award Nominee



American Marketing Association Sheth Doctoral Consortium Fellow



Haring Symposium Fellow



Andrew D. Gershoff, and Max Alberhasky. Oct 2023. Trickle Down Spending: The Role of Income Inequality on Gift Spending Decisions. Journal of the Association for Consumer Research 8(4): 441-451.


Robert V. Kozinets, Andrew Gershoff, and Tiffany Barnett White. 2020. Introduction to Special Issue: Trust in Doubt: Consuming in a Post-Truth World. Journal of the Association for Consumer Research 5(2), 130-136.


Eunjoo Han and Andrew Gershoff. 2019. Lots to Do or Lots of Ways to Do It? The Role of Mood and Mindset on Goal Motivation. Journal of Consumer Psychology 29(2), 187-206.


Jerry J. Han and Andrew Gershoff. 2018. When Good Things Feel Closer and Bad Things Feel Farther: The Role of Perceived Control on Psychological Distance Perception. Journal of Consumer Psychology 28(4), 629-643.


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 Research38(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 Research40, 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.