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Vicki G. Morwitz

Vicki G. Morwitz

Joined Stern 1991

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 807
New York, NY 10012

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Vicki G. Morwitz is the Harvey Golub Professor of Business Leadership and Professor of Marketing at New York University Stern School of Business.

Professor Morwitz received her Bachelor of Science in computer science and mathematics from Rutgers University, her Master of Science in operations research from Polytechnic University (NYU-Tandon), and her Master of Arts and Doctor of Philosophy from the University of Pennsylvania. She has been on the faculty at New York University since 1991. Professor Morwitz has also taught at the Wharton School, and has been a visiting faculty member at Columbia University, Yale University and University of California at Berkeley. She served as President of the Society of Consumer Psychology from 2011-2012 and is serving as co-Editor of the Journal of Consumer Research from 2014-2017.

Professor Morwitz's primary research areas include self prediction, behavioral aspects of pricing, and the effectiveness of public health communication. Professor Morwitz has been published in many journals including American Journal of Public Health, Harvard Business Review, International Journal of Forecasting, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research, and Management Science. Professor Morwitz teaches courses in Introduction to Marketing, Marketing Research, and Judgment and Decision Making.

Research Interests

  • Consumer behavior
  • Marketing research
  • Political marketing
  • Pricing and sales promotions
  • Research methods

Courses Taught

  • Introduction to Marketing
  • Judgment and Decision Making
  • Marketing Research

Academic Background

Ph.D., Marketing, 1991
University of Pennsylvania

M.S., Statistics, 1989
University of Pennsylvania

M.S., Operations Research, 1986

B.S., Computer Science/Mathematics, 1983
Rutgers University

Awards & Appointments

Journal of Consumer Research Co-Editor 2014
Society for Consumer Psychology President 2011
The AMA Advanced Research Techniques Forum 2008 Best Overall Conference Presentation 2008
Leonard N. Stern School of Business, NYU Research Professor of Marketing 2007
Association for Consumer Research annual conference Co-chair 2006
Leonard N. Stern School of Business Robert Stansky Faculty Research Fellow 2004
Journal of Interactive Marketing 2003 Best Reviewer Award 2003
International Journal of Forecasting Outstanding Paper Award 2000
Leonard N. Stern School of Business, NYU Edythe and George Heyman Research Fellow 1998
O'Dell Award for best article in Journal of Marketing Research Finalist 1997

Selected Publications

Greenleaf, Eric, Eric J. Johnson, Vicki G. Morwitz, and Edith Shalev (2016)
The Price Does Not Include Additional Taxes, Fees, and Surcharges: A Review of Research on Partitioned Pricing

Sharma, Eesha, and Vicki G. Morwitz (2016)
Saving the Masses: The Role of Perceived Efficacy in Charitable Giving

Cerf, Moran, Eric Greenleaf, Tom Meyvis, and Vicki G. Morwitz (2015)
Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications

Morwitz, Vicki G. (2014)
Consumers' Purchase Intentions and their Behavior

Danziger, Shari, Hadar Liat, and Vicki G. Morwitz (2014)
Retailer Pricing and Consumer Choice under Price Uncertainty

Morwitz, Vicki G. (2014)
Insights from the Animal Kingdom

Chakravarti, Amitav, Andrew Grenville, Vicki G. Morwitz, Jane Tang, and Gulden Ulkumen (2013)
Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensitivity

Shalev, Edith, and Vicki G. Morwitz (2013)
Does Time Fly When You're Counting Down? The Effect of Counting Direction on Subjective Time Judgments

Shalev, Edith and Vicki G. Morwitz (2012)
Influence via Comparison-Driven Self Evaluation and Restoration: The Case of the Low-Status Influencer

Lynch, John G., Joseph W. Alba, Aradhna Krishna, Vicki G. Morwitz, and Zeynep Gurhan-Canli (2012)
Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria

Areas of Expertise


  • Consumer Psychology/Behavior
  • Market Research
  • Pricing