ACR At-Large Director

andrew gershoff, University of Texas at Austin, USA
andrew gershoff, University of Texas at Austin, USA

Andrew Gershoff is a Professor of Marketing and the Foley’s Professor in Retailing at the McCombs School of Business at the University of Texas at Austin.  Andrew received his Ph.D. from the University of Texas in 1999 and then served for five years on the faculty at Columbia Business School and five subsequent years at the Ross School of Business at the University of Michigan before returning to the University of Texas in 2009.

Andrew believes that the Association for Consumer Research should be an inclusive organization of scholars from around the world who work on a broad range of far-reaching problems that face consumers, marketers, policy makers, and the public at large. Andrew would like to help ACR grow by continuing to be a community that welcomes and nurtures ardent and inquisitive researchers, who use a wide variety of the very best research methods, and who seek answers to both fundamental and applied questions. He believes that our work should lead toward improving understanding of humans in the context of consumers, improving outcomes including knowledge and well-being for people across a range of backgrounds, cultures, and situations, and improving responsible and efficient use of limited resources.

Andrew has been involved in service to the field since he was a Ph.D. student. Today he is serving as a co-chair for the Working Papers Track of the 2017 Association for Consumer Research Conference in San Diego.  In 2018 he will serve as a co-chair of the Association for Consumer Research Conference in Dallas. Andrew also serves on executive review boards for the Journal of Consumer Research, the Journal of Consumer Psychology, and the Journal of Retailing. In the past, he has been a co-chair for the Consumer Psychology Track of the American Psychological Association Annual Convention, has been on numerous program committees for the Association for Consumer Research and the Society for Consumer Psychology conferences. He has also served as an invited participant in many doctoral consortia including those associated with the Association for Consumer Research, the Sheth Doctoral Consortium of the American Marketing Association, the Academy of Marketing Science, and the Haring Symposium.  

As a researcher Andrew explores consumers’ evaluations and decisions as they relate to trusting other people, brands, and products. His work has been published in leading academic journals including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Behavior and Brain Science, and Marketing Letters. In addition, Andrew has had more than twenty papers presented at Association for Research Conferences around the world.  

Recent published work has examined consumers’ persuasion by boastful online reviewers, how exposure to marketing activities can influence consumers’ beliefs about their own identities relative to others, and how consumers judge what makes a product “environmentally friendly.”  His work has been cited and quoted in The New York Times, The Wall Street Journal, Financial Times, and Time Magazine, and CNN

Andrew is also an accomplished and recognized teacher. His courses include the core marketing management course for Master of Business Administration and Masters of Science in Marketing students, consumer behavior, marketing research, and marketing of services.  He has won numerous teaching awards, including awards for undergraduate, MBA, and Ph.D. teaching at the University of Texas, the University of Michigan, and Columbia University. Most recently, Andrew won the 2017 Joe D. Beasley Award for MBA Teaching for his work in the MBA core.

Phone: 5127392811



  • Categorization
  • Self Concept and Identity
  • Mental Accounting
  • Word-of-Mouth Behavior/Communication
  • Sustainable marketing

Position’s Duties and Responsibilities

The At-Large Directors participate in and vote on all matters put to the ACR Board of Directors and attend the annual Board of Directors meeting held at the North American conference.  Responsibilities include voting, budgets, recommendations to the Board, and evaluating grants and donations.