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Andrew Gershoff - The University of Texas at Austin, McCombs School of Business. Austin, TX, US

Andrew Gershoff Andrew Gershoff

Professor, Department of Marketing | The University of Texas at Austin, McCombs School of Business


Exploring consumers' evaluations as they rely on others, brands and products.


Areas of Expertise (8)

Consumer Behaviour Consumer Decision Making Customer Insight Consumer Psychology Brand Equity Judgement and Decision Making Behavioral Decision Theory Word-Of-Mouth


Andy Gershoff is a marketing professor and an expert on consumer behavior, customer insight, judgment and decision-making. 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 to others? 2) How do consumers react to betrayals or violations of trust after relaying on individuals? 3) How do consumers evaluate the fairness of marketing and manufacturing tactics?

His research has been published in Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and more. Before returning to the McCombs School of Business as marketing professor, Gersoff taught at Columbia University and the University of Michigan. In addition to teaching, Gershoff works as a consultant and executive educator. He has worked in the U.S., Spain, China, Kazakhastan, Croatia, Turkey, and Egypt for numerous clients including IBM, Pfizer, Bristol-Meyers Squibb, and USAID.



Andrew Gershoff Publication



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Education (4)

The University of Texas at Austin, McCombs School of Business: Ph.D., Marketing 1999

The University of Texas at Austin, McCombs School of Business: MBA., Business Administration 1995

University of Massachusetts at Amherst: B.A., Sociology 1989

Berkshire Community College: A.A., Business Administration 1988

Media Appearances (9)

UT-Austin remembers tower shooting 50 years ago

USA Today  online


Andrew Gershoff, a UT marketing professor, said he was compelled to attend because the incident is a “real sad part of history at the University of Texas. It deserves to be remembered.”

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For Green Products, It's All About the Core Feature

Texas Enterprise  online


People say they want green products, but when companies put them on the shelves, consumers don’t always buy them. When that happens, resources are wasted and nobody benefits. This study looks at how consumers decide whether or not a product is green with the goal of improving sales and, in turn, curbing waste.

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Maker Movement Takes Off in Texas

Texas Public Radio  radio


The challenge is that a lot of gadgets don’t really sell well on store shelves. Andrew Gershoff teaches marketing at the McCombs School of Business. "There are some products right away you can look at and you can know what that product is," Gershoff says. "Then there’s these other types of products that we might consider more 'experience products' that are harder" to understand without playing with them, he says.

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Why Johnnie Walker Scotch Whisky Doesn't Deserve Its Bad Rap

Eater  online


When we evaluate things, we evaluate them holistically," says Andrew Gershoff, associate professor of marketing at the McCombs School of Business at the University of Texas. "It's in part because of how you perceive the context — people buy things for an experience and to be a part of something, knowing that other people are experiencing it in the same way. And that's kind of pleasant, don't you agree?"

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Don't Bet (or Spend) Your Bottom Dollar

Texas Enterprise  online


That sinking feeling when you’re spending money is called pain of payment, a very real emotional and psychological response to parting with resources. While prior research proved the existence of pain of payment, this study demonstrates that the greater the discomfort, the less satisfaction consumers derive from the products they buy.

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Want Happy Customers? Bet Your 'Bottom Dollar'

Business News Daily  online


Regardless of the price, the more money your customers have in their pocket at the end of a transaction, the better they will feel about the purchase, new research suggests.

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Versioning: Necessary Business Practice, or Product Sabotage?

McCombs Today  online


The ability for producers to charge two very different prices for these products despite only small differences in features is known as "versioning," a strategy that McCombs Associate Professor of Marketing Andrew Gershoff says is a common pricing practice to maximize profits. According to the story, there are several popular brands that have used this very technique. Research led by Gershoff suggests that consumer dissent toward versioning is increasing...

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HBR Has Eye on Gershoff Research

McCombs Today  online


In its Idea Watch department, the Harvard Business Review called attention to a study by Andrew Gershoff, associate professor of marketing, and Jonathan Koehler from Northwestern University School of Law. The study, published in the January 2011 issue of the Journal of Consumer Research, finds that emotion can get in the way of rational decision making when it comes to making choices about safety...

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Study: Why People Reject Things That Keep Them Safe

TIME  online


“People rely on airbags, smoke detectors, and vaccines to make them safe,” wrote authors Andrew D. Gershoff, an associate professor of marketing at the Red McCombs School of Business at the University of Texas at Austin, and Johnathan J. Koehler, a law professor at Northwestern University School of Law. “Unfortunately, vaccines do sometimes cause disease and airbags sometimes injure or kill. But just because these devices aren’t perfect doesn’t mean consumers should reject them outright.”...

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Articles (6)

The Bottom Dollar Effect: The Influence of Spending to Zero on Pain of Payment and Satisfaction Journal of Consumer Research


In this study we show that the bottom dollar effect increases as effort required to earn budgetary resources increases, decreases in the presence of windfall gains, and decreases when there is less time between budget exhaustion and replenishment.

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Andrew Gershoff Citations Google Scholar


Listing of top scholarly works by Andrew Gershoff.

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Consumer Respones to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness Journal of Consumer Research


Six studies show how the production method of versioning may be perceived as unfair and unethical and lead to decreased purchase intentions for the brand. Building on prior work in fairness, the studies show that this effect is driven by violations of norms and the perceived similarity between the inferior, degraded version of a product and the full-featured model offered by the brand.

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Safety First? The Role of Emotion in Betrayal Aversion Journal of Consumer Research


In five studies we find that betrayal aversion is reduced and safer alternatives are selected when factors that dampen the emotional response to potential betrayals are introduced or taken into account. These factors include changing the betrayal from an action to an omission (study 1), introducing positive imagery (study 2), introducing visual representations of risk (study 3), making the decision for another rather than oneself (study 4), and intuitive thinking style (study 5).

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Knowing Where They Stand: The Role of Inferred Distributions in Misestimates of Relative Standing Journal of Consumer Research - lead article


In this study we demonstrate straightforward tools that can change consumers’ impressions of others and thus change relative assessments and purchase decisions.

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What's Not to Like? Preference Asymmetry in the False Consensus Effect Journal of Consumer Research


In three studies, we show that the strength of the false consensus effect is moderated by the valence of one’s own opinion, such that overestimation of population consensus is greater when an individual likes an alternative as compared to when she or he dislikes it. Further, we show that this moderation of false consensus is driven by the availability of countervalence attributes, that is, disliked attributes in liked alternatives and liked attributes in disliked alternatives.

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