Photo of Parker, Jeffrey

Jeffrey Parker

Associate Professor

Department of Marketing


Building & Room:

University Hall 2228


601 S. Morgan St., Chicago, IL 60607


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Jeff's research examines a spectrum of theoretical (e.g., causal reasoning and judgment, mental accounting, mental representations, and choice architecture) and substantive (e.g., food choices, brand attitudes, collaborative consumption, and responsibility judgments) topics. His work has been published in leading journals such as the Journal of Consumer Research, the Journal of Marketing Research, Psychological Science, and the Journal of Experimental Psychology: General, among others, and has been featured in The Wall Street Journal, U.S. News & World Report, and Women's Health, to name a few.

Beginning in the spring semester of 2021, Jeff will be teaching the "Approaches to Creativity" (MKTG 480) course for undergraduate students. In addition to receiving training in classical and modern approaches to creative thinking, students will also work on projects for real-world firms such as Richardson Seating ( and learn how creative thinking is put into practice via interviews conducted with people from a variety of professions, including comedian Chad Daniels (, pastry chef Emily Spurlin (, and business owner Sonat Birnecker (, among others. This course is designed to give students tools and skills they can put to use immediately, be it at work, for school, or in their personal lives.

Selected Publications

  • Parker, Jeffrey R. and Rom Y. Schrift (2011), “Rejectable Choice Sets: How Seemingly Irrelevant No-Choice Options Affect Consumer Decision Processes,” Journal of Marketing Research, 48 (5), 840-854.
  • Parker, Jeffrey R. and Donald R. Lehmann (2011), “When Shelf-Based Scarcity Impacts Consumer Preferences,” Journal of Retailing, 87 (2), 142-155.
  • Parker, Jeffrey R. and Donald R. Lehmann (2014), “How and When Grouping Low-Calorie Options Reduces the Benefits of Providing Dish-Specific Calorie Information,” Journal of Consumer Research, 41 (1), 213-235.
  • Schrift, Rom Y. and Jeffrey R. Parker (2014), “Staying the Course: The Option of Doing Nothing and Its Impact on Postchoice Persistence,” Psychological Science, 25 (3), 772-780.
  • Reinholtz, Nicholas, Daniel M. Bartels, and Jeffrey R. Parker (2015), “On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase,” Journal of Consumer Research, 42 (4), 596-614.
  • Umashankar, Nita, Raji Srinivasan, and Jeffrey R. Parker (2016), “Cross-buying After Product Failure Recovery? Depends on How You Feel About It,” Journal of Marketing Theory and Practice, 24 (1), 1-22.
  • Parker, Jeffrey R., Donald R. Lehmann, and Yi Xie (2016), “Decision Comfort,” Journal of Consumer Research, 43 (1), 113-133.
  • Lehmann, Donald R. and Jeffrey R. Parker (2017), “Disadoption,” AMS Review, 7 (1), 36-51.
  • Parker, Jeffrey R., Donald R. Lehmann, Kevin Lane Keller, and Martin G. Schleicher (2018), “Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?” Journal of the Academy of Marketing Science, 46 (2), 300-316.
  • Schrift, Rom Y., Jeffrey R. Parker, Gal Zauberman, and Shalena Srna (2018), “Multi-Stage Decision Processes: The Impact of Attribute-Order on How Consumers Mentally Represent Their Choice,” Journal of Consumer Research, 44 (6), 1307-1324.
  • Parker, Jeffrey R. and Anthony R. Koschmann (2018), “Shelf Layout and Consumer Preferences,” in Handbook of Research on Retailing, ed. Katrijn Gielens and Els Gijsbrechts, Cheltenham, UK: Edward Elgar, 251-272.
  • Parker, Jeffrey R., Nita Umashankar, and Martin G. Schleicher (2019), “How and Why the Collaborative Consumption of Food Leads to Overpurchasing, Overconsumption, and Waste,” Journal of Public Policy & Marketing, 38 (2), 154-171.
  • Parker, Jeffrey R., Iman Paul, and Nicholas Reinholtz (2020), “Perceived Momentum Influences Responsibility Judgments,” Journal of Experimental Psychology: General, 149 (3), 482-489.
  • Paul, Iman, Jeffrey R. Parker, and Sara Loughran Dommer (2020), “The Influence of Incidental Tokenism on Private Evaluations of Stereotype-Typifying Products,” Social Psychology Quarterly, 83 (1), 49-69.
  • Malter, Maayan S., Morris B. Holbrook, Barbara E. Kahn, Jeffrey R. Parker, and Donald R. Lehmann (2020), “The Past, Present, and Future of Consumer Research.” Marketing Letters, 31 (2-3), 137-149.
  • Wertenbroch, Klaus, Rom Y. Schrift, Joseph W. Alba, Alixandra Barasch, Amit Bhattacharjee, Markus Giesler, Joshua Knobe, Donald R. Lehmann, Sandra Matz, Gideon Nave, Jeffrey R. Parker, Stefano Puntoni, Yanmei Zheng, and Yonat Zwebner (2020), “Autonomy in Consumer Choice” Marketing Letters, 31 (4), 429-439.
  • Larson, Jeffrey S., Ryan Hamilton, and Jeffrey R. Parker (2021), “Where You Shop Affects How You Choose: Retailer Price Image and the Importance of Enriched Versus Comparable Attributes,” Journal of the Association for Consumer Research, 6 (1), 130-141.
  • Parker, Jeffrey R., Iman Paul, Ryan Hamilton, Omar Rodriguez-Vila, and Sundar Bharadwaj (2021), “How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods,” Journal of Public Policy & Marketing, 40 (3), 419-428.

Professional Leadership

Co-founder, co-chair: 2015 - present, IDEA Conference

Editorial review board member: 2016 - present, Journal of Consumer Research

Editorial review board member: 2015 - present, International Journal of Research in Marketing


Ph.D., Marketing, May 2011, Columbia University, New York, NY
M. Phil., Marketing, October 2008, Columbia University, New York, NY
B.S., Business Administration, December 2002, University of Colorado, Boulder, CO