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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.



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