Ryan Hamilton - Emory University, Goizueta Business School. Atlanta, GA, US

Ryan Hamilton Ryan Hamilton

Associate Professor of Marketing | Emory University, Goizueta Business School

Atlanta, GA, US

Professor Hamilton is interested in how brands, prices and choice architecture influence decision making at the point of purchase.




Ryan Hamilton joined the Goizueta Business School faculty in 2008 after completing a PhD in marketing at the Kellogg School of Management, Northwestern University. Professor Hamilton is a consumer psychologist, whose research investigates shopper decision making. In particular, he is interested in how brands, prices and choice architecture influence decision making at the point of purchase. His research has been published in some of the top academic journals in marketing and management, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Management Science and Organizational Behavior and Human Decision Processes. This research has also been featured in The New York Times, The Wall Street Journal, Time, USA Today, CNN Headline News, Reuters and The Financial Times.

Professor Hamilton teaches courses in Marketing Management (MBA) and Consumer Behavior (PhD, MBA, BBA). He was awarded the MBA Teaching Excellence Award for Junior Faculty in 2009-2010 and 2010-2011. In 2011, Professor Hamilton was named one of the World's Best 40 B-School Profs Under the Age of 40. He serves as a thought leader at Beyond Philosophy, a leader in helping organizations to create deliberate, emotionally engaging cstomer experiences that drive value, reduce costs and build competitive advantage.

In 2015, I made Critical Business Skills for Success: Marketing, a video lecture series produced for The Great Courses, a company that claims to sell the “best of the best” in college-level lectures given by professors selected “exclusively for their ability to teach.”

Areas of Expertise (4)

Customer Psychology Customer Decision Making Branding Price and Price Image

Education (2)

Northwestern University, Kellogg School of Management: Ph.D., Marketing 2008

Brigham Young University: B.Sc., Applied Physics

Media Appearances (5)

Teaching business in the digital age

Emory News Center  online


Another Blackboard enthusiast, Ryan Hamilton, assistant professor of marketing, no longer takes home stacks of exams to grade. Instead, he uses the University's Blackboard software to administer and grade tests in class.

"As soon as my students complete an exam, the computer gives them feedback on the questions they got wrong. It becomes a teachable moment and provides a helpful assessment of what they need to work on," Hamilton says, adding that the software program also allows him to randomize the order of exam questions for each student, making for a more comfortable test-taking atmosphere...

view more

Negative, But Polite, Online Reviews Aren't So Bad for Business

Business News Daily  online


Emory University's Ryan Hamilton, the University of Minnesota's Kathleen Vohs and Ann McGill from the University of Chicago Booth School of Business authored the study...

view more

Brands may benefit from negative reviews

Consumer Affairs  online


"Most of the research on consumer reviews has been on the content and volume of the message," write authors Ryan Hamilton (Emory University), Kathleen D. Vohs (University of Minnesota), and Ann L. McGill (University of Chicago Booth School of Business). "Our research looks at how the politeness with which a particular message is communicated affects consumer opinions."...

view more

For Retailers, Low Prices Are Just the Beginning

PR Newswire  online


While retailers have begun to recognize the importance of managing their price images, existing marketing research does not provide a clear picture of how these impressions are formed and how to manage them effectively and efficiently. Research appearing in the November 2013 issue of the American Marketing Association's Journal of Marketing seeks to address this gap. This research by Ryan Hamilton of Emory University and Alexander Chernev of Northwestern University is the first to offer an in-depth analysis of the factors that contribute to price image formation and to delineate the ways price image can influence consumer behavior...

view more

Why a Budget Could Cause You to Spend More

The Wall Street Journal  online


Six lab experiments led Mr. Larson and co-author Ryan Hamilton, assistant professor of marketing at Emory University, to these conclusions. In one, subjects were asked to imagine that their car had broken down and needed a replacement tire. One group was shown six tires of varying quality and price. The second group was asked to first set a budget for a replacement tire, and then shown the set of six tires. The latter chose more expensive tires overall...

view more

Articles (5)

Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding Journal of Marketing


The idea that consumers use brands to express their identities has led many companies to reposition their products from focusing on functional attributes to focusing on how they fit into a consumer's lifestyle. This repositioning is welcomed by managers who ...

view more

Being of two minds: Switching mindsets exhausts self-regulatory resources Organizational Beahavior and Human Decision


The human psyche is equipped with the capacity to solve problems using different mental states or mindsets. Different mindsets can lead to different judgment and decision making styles, each associated with its own perspective and biases. To change perspective, ...

view more

The dark side of rapport: Agent misbehavior face-to-face and online Management Science


A considerable body of research has extolled the virtues of establishing rapport in negotiations. Negotiators who are high in rapport tend to be more likely to reach an agreement and more satisfied with the outcome. Although rapport generally has been ...

view more

Assortment size and option attractiveness in consumer choice among retailers Journal of Marketing Research


An important decision that retailers make involves selecting the number of items constituting their assortments. A key issue in making these decisions is the role of assortment size in determining consumers' choice of a retailer. The authors address this ...

view more

Perceptual focus effects in choice Journal of Consumer Research


This article examines consumer choice as a function of the perceptual similarity of the options in the decision set. In particular, we examine a scenario in which a set of options is extended by adding alternatives that change its perceptual characteristics, increasing ...

view more