Rebecca Walker Reczek
Associate Professor of Marketing | Fisher College of Business | The Ohio State University
Columbus, OH, UNITED STATES
Dr. Reczek’s research focuses on the area of consumer behavior
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Biography
Rebecca Walker Reczek received her Ph.D. in marketing from The University of Texas at Austin. Dr. Reczek’s research focuses on the area of consumer behavior. Specifically, her research has explored consumer lay theories and inference making, social influence, and self-perceptions. Given her interest in consumer well-being, she has explored these theoretical interests in the substantive domains of food and health decision making, sustainability, and ethical decision making. Current projects continue to explore these areas, as well as consumer behavior in an online environment.
Industry Expertise (2)
Education/Learning
Writing and Editing
Areas of Expertise (5)
Marketing
Marketing & Advertising
Marketing & Branding
Social Influence
Consumer Behavior
Accomplishments (1)
Early Career Award (professional)
The Society for Consumer Psychology 2014
Education (3)
The University of Texas at Austin: Ph.D., Marketing 2006
Trinity University: B.S., Business Administration 2000
Trinity University: B.A., Russian and German (Comparative Literature) 2000
Links (1)
Media Appearances (4)
Taking a picture of sentimental items could help you de-clutter
ConsumerAffairs online
2017-06-27
Is your attic jam-packed with items you simply can’t bear to part with? Snapping a picture of each treasured item might make paring down your collection easier, new research suggests. The study found that people were more willing to give away unneeded goods that still had sentimental value if they were encouraged to take a photo of the items first, or find another way to preserve the memories. “What people really don’t want to give up is the memories associated with the item,” said Rebecca Reczek, Associate Professor at the Ohio State University. “We found that people are more willing to give up these possessions if we offer them a way to keep the memory and the identity associated with that memory,” Reczek added.
Most People Don't Care About Ethical Fashion
Treehugger online
2017-02-01
What’s fascinating is that, when these 85 percent were asked about what they thought of those who did research production when making a choice, they were scathing in their criticism. NPR cites lead researcher Rebecca Reczek of Ohio State University: “You feel badly that you were not ethical when someone else was. It's a threat to your sense of self, to your identity. So to recover from that, you put the other person down.”
People Falsely Believe Pricier Foods Are Healthier
The Huffington Post online
2017-01-04
According to a recent study published in Journal of Consumer Research, many people believe that healthy food must be more expensive than unhealthy food, and that healthy food just needs to be expensive. In fact, the study’s researchers found that a high price tag will even convince consumers that a certain food is healthful. “It’s concerning. The findings suggest that price of food alone can impact our perceptions of what is healthy,” Rebecca Reczek, co-author of the study and professor of marketing at The Ohio State University’s Fisher College of Business, said in a statement.
Do These Jeans Make Me Look Unethical?
NPR online
2016-01-06
"Anger is one of the emotions people most often feel if they find out a company is doing something unethical," says Rebecca Reczek, a professor of marketing at the Ohio State University Fisher College of Business. "So choosing not to find out is a way to avoid that kind of negative emotion."
Recent Research (5)
Scientists find clever way to help you de-clutter your home
The Ohio State University2017-06-26
Researchers found that people were more willing to give away unneeded goods that still had sentimental value if they were encouraged to take a photo of these items first, or find another way to preserve the memories. Such a strategy could help parents part with old baby clothes they no longer need or help a former athlete give up a favorite basketball or hockey stick. “What people really don’t want to give up is the memories associated with the item,” said Rebecca Reczek, co-author of the study and associate professor of marketing at The Ohio State University’s Fisher College of Business. “We found that people are more willing to give up these possessions if we offer them a way to keep the memory and the identity associated with that memory.”
The strange effects of thinking healthy food is costlier
The Ohio State University2016-12-19
“It’s concerning. The findings suggest that price of food alone can impact our perceptions of what is healthy and even what health issues we should be concerned about,” said Rebecca Reczek, co-author of the study and professor of marketing at The Ohio State University’s Fisher College of Business...
Targeted online ads can actually change how you view yourself
The Ohio State University2016-03-02
“The power of a behaviorally targeted ad for a green product isn’t just that it persuades you to buy the advertised product. It actually makes you feel more environmentally conscious and can change your behavior,” said Rebecca Walker Reczek, co-author of the study and associate professor of marketing at The Ohio State University’s Fisher College of Business...
The ugly consumer: Ridiculing those who shop ethically
The Ohio State University2016-01-04
“It is this vicious cycle,” said Rebecca Walker Reczek, co-author of the study and associate professor of marketing at The Ohio State University’s Fisher College of Business. “You choose not to find out if a product is made ethically. Then you harshly judge people who do consider ethical values when buying products. Then that makes you less ethical in the future.”...
No purchase required to win? Devoted customers not so sure
The Ohio State University2014-08-26
“This is driven by people’s sense of deservingness,” said Rebecca Walker Reczek, co-author of the study and associate professor of marketing at The Ohio State University’s Fisher College of Business. “They think that if they have spent a lot of money with your company in the past, it is only fair that they get good things back – even in a random contest.”...
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