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Associate Professor of Marketing

Professor Novemsky's research focuses on how consumers evaluate and use different types of information in situations where multiple pieces of information are available. He investigates what types of information consumers find easy to evaluate and readily use in deciding how much they are willing to pay for various products. He has also looked at what information consumers use to form an aggregate judgment of the enjoyment of an experience. He was a visiting scholar at Wharton's Decision Processes Center.

Selected Articles
"Goal Fulfillment and Goal Targets in Sequential Choice" (with R. Dhar), Journal of Consumer Research, forthcoming

"The Boundaries of Loss Aversion" (with D. Kahneman), Journal of Marketing Research, May 2005

"How Do Intentions Affect Loss Aversion?" (with D. Kahneman), Journal of Marketing Research, May 2005

"What Makes Negotiators Happy? The Differential Effects of Internal and External Social Comparisons on Negotiator Satisfaction" (with M. Schweitzer), Organizational Behavior and Human Decision Processes, Vol. 95, 186-197, November 2004

"The Time Course and Impact of Consumer's Erroneous Lay Beliefs about Hedonic Contrast Effects" (with R. Ratner), Journal of Consumer Research, Vol. 29, 507-516, March 2003

"Consumer Control and Empowerment: A Primer" (with L. Brenner, Z. Carmon, A. Chattopadhyay, A. Drolet, J Gourville, A. Muthukrishnan, R. Ratner, L. Wathieu, K. Wertenbroch, and G. Wu), Marketing Letters, Vol. 13, No. 3, 297-305, 2002

"Making Low Probabilities Useful" (with H. Kunreuther and D. Kahneman), Journal of Risk and Uncertainty, Vol. 23, 2001

"How Base-Rates Are Used, When They Are Used: A Comparison of Additive and Bayesian Models of Base-Rate Use" (with S. Kronzon), Journal of Behavioral Decision Making, Vol. 12, No. 1, 1999 

Education
PhD Princeton University
MA Princeton University
BA Wesleyan University