Susan Broniarczyk - The University of Texas at Austin, McCombs School of Business. Austin, TX, US

Susan Broniarczyk Susan Broniarczyk

Associate Dean for Research and Professor, Department of Marketing | The University of Texas at Austin, McCombs School of Business

Austin, TX, US

Understanding consumer behavior, marketing strategies, judgment and decision making


Areas of Expertise (9)

Consumer Behaviour Brand Management Product Marketing Human Perception Consumer Satisfaction Decision Making Goal Achievement Retailing Strategies Consumer Choice


Susan M. Broniarczyk is a professor and expert in the field of consumer psychology and human behavior as it relates to important life decisions, including product choices and consumption, brand loyalty, product recommendations and advice, and gift-giving. She has also looked at how consumers make decisions about participation in retirement plans.

Broniarczyk is the Susie and John L. Adams Endowed Chair in Business and Professor of Marketing Administration at the McCombs School of Business, The University of Texas at Austin. She teaches brand management and consumer behavior.

She is an acclaimed researcher and writer on brand strategy, product assortment, marketing theory and practice, retailing strategy, consumer motivations, and marketing science. Her research has been featured in the media including Time Magazine, Business Week, and U.S. News and World Report.

Broniarczyk became president of the Society for Consumer Psychology in 2014. She serves as associate editor at the Journal of Marketing Research and on the editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing. She has been active in the Association for Consumer Research serving on its advisory board, as Treasurer, and 2001 ACR conference co-chair.



Susan Broniarczyk Publication





Education (2)

University of Florida: Ph.D., Marketing

University of Illinois at Urbana-Champaign: B.Sc. (Summa Cum Laude), Business Administration

Media Appearances (8)

Why Your BFF Gets You Terrible Gifts

IOL  online


This is the dilemma at the heart of a fascinating series of experiments to be published soon in the Journal of Marketing Research. According to Morgan Ward of Southern Methodist University and Susan Broniarczyk of the University of Texas at Austin, people typically cite two primary motivations in picking out gifts for others: They want to choose something the recipient will like, or they seek to “signal relational closeness with gifts that demonstrate their knowledge of the recipient.”

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Weight Watchers: Shed the Pounds but Lose Your Friends?

EurekAlert!  online


"When consumers start working toward a goal, they...see others at a similar stage as friends. But once the goal is in sight...they become distant and keep useful information to themselves."

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Signs, Signs, Everywhere a Sign

Texas Enterprise | Big Ideas in Business  online


New research has found that instead of helping shoppers select a product quickly and easily, recommendation signs can actually exacerbate the difficulty of making a decision.

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Choice: Giving customers too much of a good thing online

Brafton  print


Susan Broniarczyk, a professor of marketing at UT Austin’s McCombs School of Business, first identified the phenomenon in her 2005 paper, “The deleterious Consumers have more choices than ever before, and it's up to marketers to give them direction.effects of living in consumer hyperchoice.”

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When Gift Giving Is All About the Giver

TIME  online


How people compensate for giving gifts that conflict with their personal views is the subject of a recent study in the Journal of Consumer Research.

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Are We There Yet? How Feedback Influences Motivation

Texas Enterprise | Big Ideas in Business  online


A new study looks at how people, in an effort to achieve their goals, may have biased perceptions of how much progress they’ve made.

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Tampon Trip Proves Choice Can Be Bad

The Globe and Mail  online


Consumer hyperchoice is “an ever-increasing amount of buying that occurs amidst an ever-increasing amount of new products, brands and brand extensions, in the midst of an ever-increasing amount of other daily demands and an ever-decreasing amount of discretionary time.”

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When Holiday Gift Giving Offends the Giver

Time  online


Researchers studied the behavior of two groups that adhere to a die-hard sort of tribalism — college sports fans and political junkies — after buying gifts for the other side.

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Articles (7)

Susan M. Broniarczyk Citations Google Scholar


Listing of top scholarly works by Susan M. Broniarczyk.

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Decision Difficulty in the Age of Consumer Empowerment Journal of Consumer Psychology


We examine the impact of two key factors of consumer empowerment - choice freedom and expansion of information - on the choice difficulty consumers experience in today’s decision environment.

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Investing for Retirement: The Moderating Effect of Fund Assortment Size on the 1/N Heuristic Journal of Marketing Research


The authors explore investors’ tendency to engage in the 1/n heuristic—
that is, allocating their dollars evenly across all available investment

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Factors Influencing the Likelihood of Customer Defection: The Role of Consumer Knowledge Journal of the Academy of Marketing Science


This article suggests that for repurchase decisions that involve an information-based evaluation of alternatives to the incumbent, likelihood of defection will be influenced by “how much” customers know about those alternatives.

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Consumers' Perceptions of the Assortment Offered In a Grocery Category: The Impact of Item Reduction Journal of Marketing Research


How consumers form assortment perceptions in the face of SKU reduction with a particular emphasis on the availability of a favorite product and the amount of shelf space devoted to the category.

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The Importance of the Brand in Brand Extension Journal of Marketing Research


Brand-specific associations may dominate the effects of brand affect and category similarity, particularly when consumer knowledge of the brands is high.

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The Role of Consumers' Intuitions in Inference Making Journal of Consumer Research


Intuitive beliefs about the relationships between attributes are perceived as a particularly reliable basis for inter-attribute inference.

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