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Photo of Gal, David

David Gal

Professor & Interim Department Head

Department of Marketing


Building & Room:

UH 2533


601 S. Morgan St., Chicago, IL 60607

Office Phone:

(312) 996-6202

CV Link:

David Gal

Related Sites:



  • Co-Editor in Chief, Consumer Psychology Review, 2023-present
  • Professor of Marketing, University of Illinois at Chicago, 2016-present
  • Associate Professor of Marketing, University of Illinois at Chicago, 2014-2016
  • Assistant Professor of Marketing, Northwestern University, 2007-2014


Classes Taught

  • Marketing Management
  • Marketing-Led Innovation
  • Consumer Decision Making


Research Interests

  • Consumer Behavior
  • Judgment and Decision Making
  • Consumer Financial Decision Making
  • Identity and Consumption
  • Research Methods
  • Survey Methods
  • Marketing Management

Selected Publications

Gal, David and Itamar Simonson (2021), “Predicting Consumers’ Choices in the Age of the Internet, AI, and Almost Perfect Tracking: Some Things Change, the Key Challenges Do Not,” Consumer Psychology Review, forthcoming.

Gal, David (2020), “Why the Sun will not Set on the Endowment Effect: The Endowment Effect After Loss Aversion,” Current Opinion in Psychology (invited), forthcoming

McShane, Blake, David Gal, Andrew Gelman, Christian Robert, and Jennifer Tackett (2019), “Abandon Statistical Significance,” The American Statistician, 73, 235-245.

Gal, David and Derek Rucker (2018), “The Loss of Loss Aversion: Will it Loom Larger than its Gain?” Journal of Consumer Psychology [dialogue target article], 28(3), 497-516

  • Related: Gal, David, “Why is Behavioral Economics So Popular?” New York Times, October 6, 2018
  • Related: Gal, David, “Why the Most Important Idea in Behavioral Decision-Making Is a Fallacy,” Scientific American, July 31, 2018

Gal, David and Derek Rucker (2018), “Loss Aversion, Intellectual Inertia, and A Call for a More Contrarian Science: A Reply to Higgins & Liberman and Simonson & Kivetz,” Journal of Consumer Psychology [rejoinder], 28(3), 533-539

McShane, Blake and David Gal* (2017), “Statistical Significance and the Dichotomization of Evidence,” Journal of the American Statistical Association, 112(519), 885-895. Featured Discussion Article.

Notable Honors

2018, MSI Scholar, Marketing Science Institute

2018, 2016, 2014, Faculty Fellow, AMA Doctoral Consortium

2013 - 2016, DocSig list of most productive authors, Premier Marketing Journals

2013, MSI Young Scholar, Marketing Science Institute


Ph.D., Business Administration, Stanford University 2007
MS, Management Science & Engineering, Stanford University, 2004
BS, Computer Science, Penn State University, 1999