Ryan Hamilton, Emory Goizueta Business School: Wish Lists, Window Shopping, and Electronic Carts


Goizueta Business School
Associate Professor of Marketing | Emory University, Goizueta Business School

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.


  • "The Effect of Consumer and Managerial Goals on Assortment Design," (forthcoming) with B. Kahn, A. Chernev, U Böckenholt, K. Bundorf, M. Draganska, R. Meyer, and K. Wertenbroch (forthcoming) Marketing Letters.
  • "We'll Be Honest, This Won't Be the Best Article You'll Ever Read: The use of Dispreferred Markers in Word-of-Mouth Communications," (2014) with K. Vohs and A. McGill, Journal of Consumer Research, 41 (June).
  • "Low Prices Are Just the Beginning: Price Image in Retail Management" (forthcoming), with A. Chernev, Journal of Marketing.
  • "Low Stakes Opportunism" (2013) with S. Jap, D. Robertson, and A. Rindfleisch, Journal of Marketing Research, 50, April.
  • "When Budgeting Backfires: How Self-imposed Price Restraints Can Increase Spending," (2012) with J. Larson, Journal of Marketing Research, 49, April.
  • "The Dark Side of Rapport: Agent Misbehavior Face-to-Face and Online", (2011) with S. Jap and D. Robertson, Management Science, 57, September.
  • "Being of Two Minds: Switching Mindsets Exhausts Self-Regulatory Resources," (2011) with K. Vohs, A. Sellier, and T. Meyvis, Organizational Behavior and Human Decision Processes, 115, May.
  • "Competing for a Consumer's Identity: Limits to Self-Expression and the Perils of Lifestyle Branding," (2011) with A. Chernev and D. Gal, Journal of Marketing, 75, May.
  • "Managing Product Assortments: Insights from Consumer Psychology," (2010) with A. Chernev. Chapter in Kellogg on Marketing, Alice M. Tybout & Bobby Calder ed. New York: Wiley.
  • "The Impact of Product Line Extensions and Consumer Goals on the Formation of Price Image," (2010) with A. Chernev, Journal of Marketing Research, 47, February.
  • "The Role of Assortment Size and Option Attractiveness in Consumer Choice among Retailers," (2009) with A. Chernev, Journal of Marketing Research, 46, June.
  • "Compensatory Reasoning in Choice," (2009) with A. Chernev. Chapter in The Social Psychology of Consumer Behavior, Frontiers of Social Psychology, ed. M. Wanke. New York: Psychology Press.
  • "Perceptual Focus Effects in Choice," (2007) with J. Hong and A. Chernev, Journal of Consumer Research, 34, August.


  • "The Desire to AcquireWish List Items: The Ironic Effect of Choosing to Delay Aspirational Purchases," with D. Popovich.
  • "Shadows of Decisions Past: Use of Prior Attribute Weights in Repeated Choice," with D. Bartels and S. Day.
  • "An Alternative to Reference Price Theories: Retailer Price Image as a Heuristic in Price Evaluations, Price Estimates, and Choice," with O. Urminsky.
  • "On The Negative Consequences of Thinking About Häagen-Dazs Cottage Cheese: Low Fit Brand Extensions and Self-Regulatory Depletion," with K. Goldsmith.
  • "God Bless It, This Won't Be the Best Article You'll Ever Read: The Use of Dispreferred Markers in Word-of-Mouth Communication," with K. Vohs and A. McGill.
  • "The Unexpressed Self: Freedom of Speech and Brand Choice," with J. Ma and A. Chernev.
  • "Visual Restructuring and Individual Decision Making," with J. Hong and A. Chernev.


  • Consumer psychology
  • Customer decision making
  • Branding
  • Price and price image


  • Ph.D. Marketing, Kellogg School of Management, Northwestern University, Evanston, IL 2008
  • Bachelor's Applied Physics, Brigham Young University, Provo, UT

Read about executive education

Other experts

Professor Garthwaite is an Associate Professor of Strategy and the Co-Director of Kellogg's Health Enterprise Management Program (HEMA). He is an applied microeconomist whose research examines the effects of government policies and social phenomena with a focus on health and biopharmaceutical sec...
Professor Francisco Gomes’ areas of expertise include capital markets, asset allocation, household finance, and macroeconomics. His research has been published in leading journals, such as The Journal of Finance, The Review of Financial Studies, the Journal of Financial Economics and The American...
Research Statement Mohsen Bayati studies probabilistic and statistical models for decision making with large-scale and complex data, and applies them to healthcare problems. He also studies graphical models and message-passing algorithms. For more details see personal website. Bio Mohsen received...