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Jeffrey R. Parker

Assistant Professor    

Ph.D., Columbia University
MPhil, Columbia University
B.S., University of Colorado


Consumer behavior
Decision-making processes
Choice architecture and context
Choice comfort


Professor Parker’s primary interests lie in the area of decision-making, with a particular focus on how the consumption process (i.e., pre-choice, choice, and post-choice behavior) is affected by incidental cues in the context surrounding the choice.

Additionally, Professor Parker is now examining the distinction between choice confidence and choice comfort, the factors that lead consumers to “disadopt” products or services, and how the anticipation of sharing can influence consumers’ food ordering tendencies.

  • Parker, Jeffrey R., Donald R. Lehmann, and Yi Xie (2016), “Decision Comfort,” Journal of Consumer Research, in press.
  • Umashankar, Nita, Raji Srinivasan, and Jeffrey R. Parker (2015), “Cross-buying After Product Failure Recovery? Depends on How You Feel about It,” Journal of Marketing Theory and Practice, 24 (1), 1-22.
  • Reinholtz, Nicholas, Daniel M. Bartels, and Jeffrey R. Parker (2015), “On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase,” Journal of Consumer Research, 42 (4), 596-614.
  • Parker, Jeffrey R. and Donald R. Lehmann (2014), “How and When Grouping Low-Calorie Options Reduces the Benefits of Providing Dish-Specific Calorie Information,” Journal of Consumer Research, 41 (1), 213-35.
  • Schrift, Rom Y. and Jeffrey R. Parker (2014), “Staying the Course: The Option of Doing Nothing and Its Impact on Postchoice Persistence,” Psychological Science, 25 (3), 772-80.
  • Parker, Jeffrey R. and Rom Y. Schrift (2011), “Rejectable Choice Sets: How Seemingly Irrelevant No-Choice Options Affect Consumer Decision Processes,” Journal of Marketing Research, 48 (5), 840-54.
  • Parker, Jeffrey R., and Donald R. Lehmann (2011), “When Shelf-Based Scarcity Impacts Consumer Preferences,” Journal of Retailing, 87 (2), 142-55.