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In Memoriam — Tom Meyvis

In Memoriam — Tom Meyvis

Joined Stern 2001

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 906
New York, NY 10012

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Tom Meyvis was a Professor of Marketing and Merchants’ Council Professor of Retail Management and Consumer Behavior at the Stern School of Business, New York University. He received his Ph.D. in Marketing from the University of Florida and his Licentiaat in Experimental Psychology from the Catholic University of Leuven, Belgium.

His research and teaching interests focused on consumer behavior, specifically consumer decision making and strategies to increase consumer enjoyment. His research was published in leading journals, including the Journal of Consumer Research, Journal of Marketing Research, Psychological Science, and Organizational Behavior and Human Decision Processes.

Previous research projects have studied branding issues (such as consumers' evaluations of brand extensions and the effect of irrelevant product information), pricing issues (such as the biased processing of store price comparisons and the role of anticipated regret in purchase timing decisions), and the marketing of hedonic experiences (such as the effect of commercial interruptions on the enjoyment of television shows). Research projects focused on issues related to consumers' enjoyment: how consumers predict their enjoyment (and why they are often not very good at this) and how consumers can structure their experiences to maximize their enjoyment.

Research Interests

  • Branding
  • Consumer Decision Making
  • Managing Consumer Experiences
  • Pricing

Courses Taught

  • Behavioral Economics and the Science of Decision Making
  • Consumer Behavior
  • Design and Analysis of Experiments

Academic Background

Ph.D., Marketing, 2001
University of Florida

Licentiaat, Experimental Psychology, 1996
Catholic University, Leuven Belgium

Kandidaat, Sociology, 1994
Catholic University, Leuven Belgium

Kandidaat, Psychology, 1993
Catholic University, Leuven Belgium

Awards & Appointments

Society for Consumer Psychology Co-Chair of the Annual Conference 2013
Journal of Consumer Research Outstanding Reviewer Award 2013
Marketing Science Institute Marketing Science Young Scholar 2005
American Marketing Association Winner John A. Howard Doctoral Dissertation Competition  

Selected Publications

Meyvis, Tom, and Stijn M.J. van Osselaer (2017) (2017)
Increasing the Power of Your Study by Increasing the Effect Size
Journal of Consumer Research, Forthcoming

Tully, Stephanie M., and Tom Meyvis (2017)
Forgetting to Remember our Experiences: People Overestimate How Much They Will Retrospect about Personal Events
Journal of Personality and Social Psychology, Forthcoming

Tully, Stephanie M., and Tom Meyvis (2016)
Questioning the End Effect: Endings Are Not Inherently Over-Weighted in Retrospective Evaluations of Experiences
Journal of Experimental Psychology: General, Forthcoming

Hui, Sam K., Tom Meyvis, and Henry Assael (2014)
Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing
Marketing Science, 33 (2), 222-240, January 2014

Oppenheimer, Daniel, Tom Meyvis, and Nicolas Davidenko (2009)
Instructional Manipulation checks: Detecting Satisficing to Increase Statistical Power
Journal of Experimental Social Psychology, 45, 867-872

Nelson, Leif and Tom Meyvis (2008)
Interrupted Consumption: Disrupting Adaptation to Hedonic Experiences
Journal of Marketing Research, 45 (December), 654-664

Meyvis, Tom and Chris Janiszewski (2002)
Consumers' Beliefs about Product Benefits: The Effect of Obviously Irrelevant Information
Journal of Consumer Research, 28 (March), 618-636

Related News & Research

Adding is Favoured over Subtracting in Problem Solving

Professor Tom Meyvis' comments on why consumers are drawn to shopping at Target are highlighted

Professor Tom Meyvis notes that consumers may choose renting certain goods and services over owning them to avoid the steep price tags of big-ticket purchases in the midst of the coronavirus crisis

Professor Tom Meyvis underscores how the coronavirus crisis has caused an increased reliance on technology and has left people craving hobbies that feel more real

Professor Tom Meyvis cautions against unequivocally accepting market research amid a lockdown

Professor Tom Meyvis shares his perspective on how the restaurant industry will be impacted by consumer spending once the COVID-19 restrictions are eased

Professor Tom Meyvis' comments on why consumers are drawn to shopping at Target are highlighted

Professor Tom Meyvis discusses benefits associated with major publications removing paywalls for coronavirus coverage

In a video interview, Professor Tom Meyvis comments on online vs. offline retailing and how the trade war with China affects consumers

Professor Tom Meyvis shares his thoughts about how independent bookstores can compete with Amazon

Professor Tom Meyvis explains how independent booksellers are adapting to business in the age of Amazon

Professor Tom Meyvis shares insights on what entrepreneurs can learn from Elon Musk’s marketing strategy around Tesla's newly announced Cybertruck

Professor Tom Meyvis shares thoughts on the increased popularity of purchasing items secondhand

Professor Tom Meyvis' comments on removing gender labels from toys are cited

Professor Tom Meyvis explains how Amazon Prime Day creates a sense of urgency for customers

Professor Tom Meyvis is interviewed about whether the National Enquirer will lose advertisers after its alleged attempt to blackmail Jeff Bezos

Professor Tom Meyvis is interviewed for a feature article on millennials and sleep-related products

Professor Tom Meyvis is interviewed about how companies are using algorithms to score their customers

Professor Tom Meyvis explains how big box retailers place products to promote cross-selling to customers

Professor Tom Meyvis discusses how Apple fell short of expectations in marketing the iPhone X

Areas of Expertise


  • Charitable Giving


  • Corporate Social Responsibility (CSR)


  • Psychology of Investors


  • Advertising/Marketing/PR Strategies
  • Brand Reputation Management
  • Consumer Psychology/Behavior
  • Digital Marketing/Advertising
  • International Marketing
  • Market Research
  • New Product Development
  • Pricing
  • Promotions