George Newman

Associate Professor of Management and Marketing at Yale School of Management


  • Yale School of Management



Yale School of Management

George Newman is an associate professor of marketing and management at the Yale School of Management. He also holds affiliated appointments in the department of psychology and the department of cognitive science at Yale University.

He is an expert in consumer behavior and consumer decision-making. His recent work focuses on questions related to the concepts of authenticity, identity, and the self. He has published more than 50 articles in leading scholarly journals, and his research has been featured in popular media outlets such as the New York Times, Scientific American, the Wall Street Journal, and the Economist. He has led seminars on various marketing and management topics for senior executives in North America and Asia.


  • PhD, Yale University, 2008
  • MPhil, Yale University, 2007
  • MS, Yale University, 2005
  • BA, Northwestern University, 2002


Inconsistent Allocations of Harms Versus Benefits May Exacerbate Environmental Inequality T. Makov, G.E. Newman, and G. Zauberman Proceedings of the National Academy of Sciences In Press

Seeing Stars: How the Binary Bias Distorts the Interpretation of Customer Ratings R. Dhar, M. Fisher, and G. Newman Journal of Consumer Research 2018

Giving vs. Giving-in D. M. Cain, J. D. Dana and G. E. Newman Academy of Management Annals 2014

When Going Green Backfires: How firm Intentions Shape the Evaluation of Socially Beneficial Product Enhancements R. Dhar, G. Newman and M. Gorlin Journal of Consumer Research 2014

Authenticity is Contagious: Brand Essence and the Original Source of Production R. Dhar and G. Newman Journal of Marketing Research 2014


On second thought, I'd rather not: Testing a two-stage model of altruistic offers G. E. Newman and D. Read

Poisoning the Well: The Contagious Effects of Corporate Crises on Product Evaluations and Consumption V. L. Brescoll, E.L. Uhlmann, G.E. Newman, L. Zhu, D. Diermeier, and A. Galinsky

When is it Better To Be Bad? Schema-Congruency Effects in Moral Evaluations of Products G. E. Newman and J. Danilowitz

Value Judgments and the true self G. E. Newman, J. Knobe & P. Bloom

Physical contact influences how much people pay at celebrity auctions G. E. Newman & P. Bloom

Read about executive education

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