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Alexander G. Fulmer
Assistant Professor of Marketing The Nolan School of Hotel Administration SC Johnson College of Business Cornell University Faculty Page I love to research intangible aspects of products or services that influence how consumers construct value. For instance, how might learning the story behind a product’s creation, or an element in the history of an object’s discovery make consumers feel differently than they otherwise would? This focus helps me to identify what companies should and should not communicate to consumers beyond the practical features of their products and services. Companies continuously improve the functionality of their products and services, but as a marketing researcher I feel as though understanding the intangible aspects which influence preference and perceptions is the value-add that I can offer. |
Publications
Fulmer, Alexander G. and Taly Reich (2024), "Promoting a Product without
Increasing the Promotion Budget: How Chance in Promotions can Heighten
Consumer Demand," Journal of Consumer Psychology, 1-15.
Fulmer, Alexander G. and Taly Reich (2023), "The Biography of Discovery:
How Unintentional Discovery of Resources Influences Choice and Preference,"
Journal of Experimental Psychology: General, 152(6), 1671-1689.
Selected Press: Harvard Business Review
Fulmer, Alexander G. and Taly Reich (2023), “Unintentional Inception: When a Premium is
Offered to Unintentional Creations,” Personality and Social Psychology Bulletin, 49(1), 152-
164.
Selected Press: Yale Center for Customer Insights
Reich, Taly, Alexander G. Fulmer, and Ravi Dhar (2022), “In the Face of Self-threat: Why
Ambivalence Heightens People’s Willingness to Act,” Organizational Behavior and
Human Decision Processes, 168, 1-12.
Selected Press: The Wall Street Journal, Harvard Business Review, The New York Times
Reich, Taly, Sam Maglio, and Alexander G. Fulmer (2021), “No Laughing Matter: Why Humor
Mistakes are More Damaging for Men than Women,” Journal of Experimental Social
Psychology, 96, 1-17.
*#5 on SPSP’s 10 most accessed articles of 2021.
Selected Press: The Wall Street Journal, Yale Insights
Select Research in Progress
Reich, Taly, Alexander G. Fulmer, and Kelly B. Herd, "Ideating to Regain Control: A New
Marketplace Brainstorming Strategy," Revise and Resubmit at the Journal of Consumer
Psychology.
Fulmer, Alexander G., "Is Cash Still King? Perceptions of Consumers' Status Based on Payment
Method," Manuscript in preparation for submission.
Fulmer, Alexander G., "Consumers Mis-predict the Efficacy of (Friendly) Reminders,"
Manuscript in preparation for submission.
Reich, Taly and Alexander G. Fulmer, "Performance-Based Decoupling: When Creator and
Creation Diverge," Manuscript in preparation for submission.
Fang, David, Alexander G. Fulmer, Taly Reich, and Sam Maglio, “Failure Counts (but Success
Doesn't): Evidence for an Attributional Asymmetry in the Evaluation of Others'
Financial Outcomes,” Manuscript in preparation for submission.
Fulmer, Alexander G. and Helen Chun, “Caring for Your Own People, or Your Community? How
Consumers Identify with Companies Holding Internal vs. External CSR Orientation,”
Data collection in progress.
Fulmer, Alexander G. and Marie Ozanne, "Artificial Intelligence as a Key Element of a Brand's History,"
Data collection in progress.
Fulmer, Alexander G. and Taly Reich (2024), "Promoting a Product without
Increasing the Promotion Budget: How Chance in Promotions can Heighten
Consumer Demand," Journal of Consumer Psychology, 1-15.
Fulmer, Alexander G. and Taly Reich (2023), "The Biography of Discovery:
How Unintentional Discovery of Resources Influences Choice and Preference,"
Journal of Experimental Psychology: General, 152(6), 1671-1689.
Selected Press: Harvard Business Review
Fulmer, Alexander G. and Taly Reich (2023), “Unintentional Inception: When a Premium is
Offered to Unintentional Creations,” Personality and Social Psychology Bulletin, 49(1), 152-
164.
Selected Press: Yale Center for Customer Insights
Reich, Taly, Alexander G. Fulmer, and Ravi Dhar (2022), “In the Face of Self-threat: Why
Ambivalence Heightens People’s Willingness to Act,” Organizational Behavior and
Human Decision Processes, 168, 1-12.
Selected Press: The Wall Street Journal, Harvard Business Review, The New York Times
Reich, Taly, Sam Maglio, and Alexander G. Fulmer (2021), “No Laughing Matter: Why Humor
Mistakes are More Damaging for Men than Women,” Journal of Experimental Social
Psychology, 96, 1-17.
*#5 on SPSP’s 10 most accessed articles of 2021.
Selected Press: The Wall Street Journal, Yale Insights
Select Research in Progress
Reich, Taly, Alexander G. Fulmer, and Kelly B. Herd, "Ideating to Regain Control: A New
Marketplace Brainstorming Strategy," Revise and Resubmit at the Journal of Consumer
Psychology.
Fulmer, Alexander G., "Is Cash Still King? Perceptions of Consumers' Status Based on Payment
Method," Manuscript in preparation for submission.
Fulmer, Alexander G., "Consumers Mis-predict the Efficacy of (Friendly) Reminders,"
Manuscript in preparation for submission.
Reich, Taly and Alexander G. Fulmer, "Performance-Based Decoupling: When Creator and
Creation Diverge," Manuscript in preparation for submission.
Fang, David, Alexander G. Fulmer, Taly Reich, and Sam Maglio, “Failure Counts (but Success
Doesn't): Evidence for an Attributional Asymmetry in the Evaluation of Others'
Financial Outcomes,” Manuscript in preparation for submission.
Fulmer, Alexander G. and Helen Chun, “Caring for Your Own People, or Your Community? How
Consumers Identify with Companies Holding Internal vs. External CSR Orientation,”
Data collection in progress.
Fulmer, Alexander G. and Marie Ozanne, "Artificial Intelligence as a Key Element of a Brand's History,"
Data collection in progress.