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Julie Irwin


Department:     Business, Government & Society, Marketing

Additional Titles:     Marlene and Morton Meyerson Centennial Professor of Business

Industry Areas:     Business Statistics, Consumer Behavior, Dot-com Industry, Environmental Studies, Public Policy

Research Areas:     Judgment and Decision Making, Marketing Communication, Public Policy, Research Methodology, Statistical Analysis

Julie Irwin headshot

Marlene and Morton Meyerson Centennial Professor of Business, Department of Business, Government and Society and Department of Marketing (courtesy appointment).

Julie Irwin joined the faculty in 1999. Her previous faculty appointments were at the Stern School of Business at New York University and the Wharton School of the University of Pennsylvania (visiting appointment). She received her Ph.D. in cognitive psychology from the University of Colorado and post-doctoral training in the Quantitative Psychology division of the Psychology Department at the University of Illinois.

Prof. Irwin serves on the Editorial Boards of Journal of Consumer Research, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, Journal of Behavioral Decision Making, and Journal of Economic Psychology. She served as a Guest Editor at Journal of Consumer Psychology in 1999 and recently served as an Associate (action) Editor at Organizational Behavior and Human Decision Processes.

Prof. Irwin has published over thirty refereed journal articles and book chapters and has served as a Principle Investigator on two National Science Foundation grants. Her primary research interest is in consumer decision making, especially about issues invoking emotion, ethics, and/or risk. She also has an ongoing research interest in methodology and scaling.

Representative Publications:

Winterich, Karen, Rebecca W. Reczek and Julie R. Irwin (2017). “How Photos Serve as Memory Preservation Aids to Increase Donation of Used Goods to Non-Profit Organization,” Journal of Marketing, 81, 104-120.

Zane, Daniel M., Julie R. Irwin and Rebecca Walker Reczek (2016). “Do less ethical consumers denigrate more ethical consumers? The effect of willful ignorance on judgments of others,” Journal of Consumer Psychology, 26(4): 337-349.

Chugani, Sunaina K., Julie R. Irwin and Joseph P. Redden (2015), “Happily Ever After: The Effect of Identity-Consistency on Product Satiation,” Journal of Consumer Research, 42 (4): 564-577.

McClelland, Gary H., John G. Lynch, Jr., Julie R. Irwin, Stephen A. Spiller, and Gavan Fitzsimons (2015), “Median Splits, Type II Errors, and False Positive Consumer Psychology: Don’t Fight the Power,” Journal of Consumer Psychology, 25(4), 679-689.

Irwin, Julie R. and Gary H. McClelland (2001), "Heuristics for Moderated Regression Models, Journal of Marketing Research.

Baron, Jonathan and Julie R. Irwin, Values and Decisions, Wharton on Decision Making, Howard Kunrether and Steven Hoch, Eds.

Irwin, Julie R., Treating individual difference predictors as continuous or categorical, and Mediators and Moderators, Journal of Consumer Psychology, Special Issue on Methodological Concerns for the Experimental Behavior Researcher, Dawn Iacobucci, Special Editor, Fall, 1999.

Irwin, Julie R., Introduction to the Special Issue on Ethical Tradeoffs in Consumer Decision Making, Journal of Consumer Psychology, 8, 211-213.

Coupey, Eloise, Julie R. Irwin, and John W. Payne (1998). Product familiarity and the expression of preferences, Journal of Consumer Research, 24, 459-468.

Irwin, Julie R. and Joan Scattone (1997). Anomalies in the valuation of consumer goods with environmental attributes, Journal of Consumer Psychology, 6, 339-363.

Irwin, Julie R. and James H. Davis (1995).Choice/Matching preference reversals in groups: Consensus processes and justification-based reasoning, Organizational Behavior and Human Decision Processes, 64, 325-339.

Irwin, Julie R. (1994).Buying/selling price preference reversals: Preference for environmental changes in buying versus selling modes, Organizational Behavior and Human Decision Processes, 60, 431-457.

Irwin, Julie R., Paul Slovic, Sarah Lichtenstein, and Gary H. McClelland (1993). Preference reversals and the measurement of environmental values, Journal of Risk and Uncertainty, 6, 1-13.

Irwin, Julie R., Gary H. McClelland, and William D. Schulze (1992). Hypothetical and real consequences in experimental auctions for insurance against low-probability risks, Journal of Behavioral Decision Making, 5, 107-116.



Professional Awards

CBA Foundation Research Excellence Award for Assistant Professors



NSF, Collab. Res. in Group Decision, Consensus Mechanisms, and Public Hazards, 1995-1999



Shannon Garavaglia, Ben W. Van Landuyt, Brian J. White, and Julie Irwin. The ESG Stopping Effect:  Do Investor Reactions Differ Across the Lifespan of ESG Initiatives? Accounting, Organizations and Society.  Forthcoming.

Good Intentions – Thoughtless Buying Decisions: Understanding and Breaking Barriers to Ethical ConsumptionBy: Rebecca Walker Reczek, Julie Irwin, and Danny Zane. NIM Marketing Intelligence Review. 2022, Vol. 14 Issue 1, p25-29.

Hyunkyu Jang and Julie R. Irwin. 2021. Answering for Yourself versus Others: Direct versus Indirect Estimates of Charitable Donations. Psychology and Marketing 38(3), 397-415.


Sunaina K. Chugani and Julie R. Irwin. 2020. All Eyes on You: Public Consumption Contexts and Hedonic Adaptation to Products. Psychology and Marketing 37(11), 1554-1570.


Raghunath S Rao, Julie R. Irwin, and Liu, Zhuping. 2020. Flying with a Net and Without: Preventative Devices and Self-Control. International Journal of Research in Marketing 37(3), 521-543.


Rebecca R. Reczek, Julie R. Irwin, Danny Zane, and Kristine Ehrich. 2018. That's Not How I Remember It: Willfully Ignorant Memory for Ethical Product Attribute Information. Journal of Consumer Research 45(1), 185-207.


Karen Page Winterich, Rebecca R. Reczek, and Julie R. Irwin. 2017. Can Encouraging Picture-taking Increase Donations of Used Goods? Marketing News 51(10), 18-21.


Karen Page Winterich, Rebecca Walker Reczek, and Julie R. Irwin. 2017. Keeping the Memory But Not the Possession: Memory Preservation Mitigates Identity Loss from Product Disposition. Journal of Marketing 81(5), 104-120.


Daniel M. Zane, Julie R. Irwin, and Rebecca Walker Reczek. 2016. Do Less Ethical Consumers Denigrate More Ethical Consumers? The Effect of Willful Ignorance on Judgments of Others. Journal of Consumer Psychology 26(3), 337-349.


Gary H. McClelland, Julie R. Irwin, David Disatnik, and Liron Savan. 2016. Multicollinearity is a Red Herring in the Search for Moderator Variables: A Guide to Interpreting Moderated Multiple Regression Models and a Critique of Iacobucci, Schneider, Popovich and Bakamitsos. Behavioral Research Methods, 1-6.


Sunaina K. Chugani, Julie R. Irwin, and Joseph P. Redden. 2015. Happily Ever After: The Effect of Identity-Consistency on Product Satiation. Journal of Consumer Research 42(4), 564-577.


Gary H. McClelland, John G. Lynch, Jr., Julie R. Irwin, Stephen A. Spiller, and Gavan J. Fitzsimons. 2015. Median Splits, Type II Errors, and False-Positive Consumer Psychology: Don't Fight the Power. Journal of Consumer Psychology 25(4), 679-689.


Rebecca Walker Reznek and Julie R. Irwin. 2014. Ethical Consumption, in The Cambridge Handbook of Consumer Psychology , Michael Norton, Derek Rucker, and Cait Lamberton, eds. Cambridge: Cambridge University Press, 507-529.


Morgan Ward, Joseph Goodman, and Julie R. Irwin. 2014. The Same Old Song: The Power of Familiarity in Music Choice. Marketing Letters25(1), 1-11.


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.


Julie R. Irwin. 2011. Protected Values, in Consumer Insights: Findings from Behavioral Research , Cambridge, MA: Marketing Science Institute, 85-89.

Michael Luchs, Rebecca Naylor, Julie R. Irwin, and Rajagopal Raghunathan. 2010. The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference. Journal of Marketing 74(5), 18-31.


Julie R. Irwin and Rebecca Walker Naylor. 2009. Ethical Decisions and Response Mode Compatibility:Weighting of Ethical Attributes in Consideration Sets Formed by Excluding Versus Including Product Alternatives. Journal of Marketing Research 46, 234-246.


Leonardo Nicolao, Julie R. Irwin, and Joseph Goodman. 2009. Happiness for Sale: Do Experiential or Material Purchases Lead to Greater Retrospective Happiness? Journal of Consumer Research 36(2), 188-198.


Morgan K. Ward and Julie R. Irwin. 2008. The "Kick Him While He's Down" Effect: Consumers' Responses to Unfortunate Leaders when Judging Corporate Crime. Advances in Consumer Research - North American Conference Proceedings.


Julie R. Irwin and Goodman, Joseph K. 2006. Special Random Numbers: Beyond the Illusion of Control. Organizational Behavior and Human Decision Processes 99, 161-174.


Kristine R. Ehrich and Julie R. Irwin. 2005. Willful Ignorance in the Request for Product Attribute Information. Journal of Marketing Research42, 266-277.


Julie R. Irwin and Gary H. McClelland. 2003. Negative Consequences of Dichotomizing Continuous Predictor Variables. Journal of Marketing Research 40, 366-371.


Julie R. Irwin and Gary H. McClelland. 2002. Heuristiques Trompeuses et Modeles de Regression Multiple Avec Variable Moderatrice. Recherche et Applications en Marketing 17, 87-101.


Julie R. Irwin. 2001. Mediators and Moderators. Journal of Consumer Psychology, Special Issue on Methodological Concerns for the Experimental Behavior Researcher 10, 97-98.


Julie R. Irwin and Gary H. McClelland. 2001. Misleading Heuristics for Moderated Multiple Regression Models. Journal of Marketing Research38, 100-109.


Janice Nadler, Julie R. Irwin, James H. Davis, Wing Tung Au, Adrian Rantilla, Kathleen Koesterer, and Paul Zarnoth. 2001. Order Effects in Individual and Group Policy Allocations. Group Processes and Intergroup Relations 4, 99-115.


Julie R. Irwin and Jonathan Baron. 2001. Response Mode Effects and Moral Values. Organizational Behavior and Human Decision Processes 84, 177-197.


Julie R. Irwin. 2001. Treating Individual Difference Predictors as Continuous or Categorical. Journal of Consumer Psychology, Special Issue on Methodological Concerns for the Experimental Behavior Researcher 10, 51-53.


Julie R. Irwin and Jonathan Baron. 2001. Values and Decisions, in Wharton on Making Decisions, Stephen H. Hoch, Howard Kunreuther, and Robert E. Gunther, eds. John Wiley and Sons, 308-327.


Rajagopal Raghunathan and Julie R. Irwin. 2001. Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation Effects in Judgments of Predicted Happiness with Target Product. Journal of Consumer Research 28(3), 355-368.


Jordan Louviere, Robert Meyer, David Bunch, Richard Carson, Benedict Dellafert, Michael Hanneman, David Hensher, Julie R. Irwin, and Marc Roubens. 1999. Combining Sources of Preference Information. Marketing Letters 10, 205-218.


Julie R. Irwin, Gary H. McClelland, Mike McKee, William D. Schulze, and N. Elizabeth Norden. 1998. Payoff Dominance Versus Cognitive Transparency in Decision Making. Economic Inquiry 36, 272-285.


Eloise Coupey, Julie R. Irwin, and John W. Payne. 1998. Product Familiarity and the Expression of Preferences. Journal of Consumer Research 25, 459-468.


Julie R. Irwin and Lawrence E. Jones. 1998. SINDSCAL Source Weight Transformations are Not Always Necessary or Desirable: Reply to Hodgkinson. Journal of Behavioral Decision Making 11, 79-84.


Craig R. Fox and Julie R. Irwin. 1998. The Role of Context in the Communication of Uncertain Beliefs. Basic and Applied Social Psychology 20, 59-72.


Julie R. Irwin and Joan Scattone. 1997. Anomalies in the Valuation of Consumer Goods with Environmental Attributes. Journal of Consumer Psychology 6, 339-363.


Barbara E. Kahn, Eric Greenleaf, Julie R. Irwin, Alice M. Isen, Irwin P. Levin, Mary Frances Luce, Manuel C.F. Pontes, James Shanteau, Marv Vanhuele, and Mark J. Young. 1997. Examining Medical Decision Making from a Marketing Perspective. Marketing Letters 8, 361-375.


Julie R. Irwin, Lawrence E. Jones, and David Mundo. 1996. Risk Perception and Victim Perception: The Judgment of HIV Cases. Journal of Behavioral Decision Making 9, 1-22.


Julie R. Irwin and James H. Davis. 1995. Choice/Matching Preference Reversals in Groups: Consensus Processes and Justification-Based Reasoning. Organizational Behavior and Human Decision Processes 64, 325-339.


Julie R. Irwin. 1994. Buying/Selling Price Preference Reversals: Preference for Environmental Changes in Buying Versus Selling Modes. Organizational Behavior and Human Decision Processes 60, 431-457.


Julie R. Irwin. 1994. Elicitation Rules and Incompatible Goals. Behavioral and Brain Sciences 17, 20-21.


Julie R. Irwin, Paul Slovic, Sarah Lichtenstein, and Gary H. McClelland. 1993. Preference Reversals and the Measurement of Environmental Values. Journal of Risk and Uncertainty 6, 1-13.


Julie R. Irwin, Gary H. McClelland, and William D. Schulze. 1992. Hypothetical and Real Consequences in Experimental Auctions for Insurance Against Low-Probability Risks. Journal of Behavioral Decision Making 5, 107-116.


Julie R. Irwin and Rebecca Walker Naylor. "Ethical Decisions and Response Mode Compatibility: Weighting of Ethical Attributes in Consideration Sets Formed by Excluding versus Including Product Alternatives.". Journal of Marketing Research.