Rebecca Walker Reczek

Rebecca Walker Reczek received her Ph.D. in marketing from The University of Texas at Austin. Dr. Reczek’s research focuses on the area of consumer behavior. Specifically, her research has explored consumer lay theories and inference making, social influence, and self-perceptions. Given her interest in consumer well-being, she has explored these theoretical interests in the substantive domains of food and health decision making, sustainability, and ethical decision making. Current projects continue to explore these areas, as well as consumer behavior in an online environment.  

Dr. Reczek’s research has appeared in the Journal of Consumer Research, the Journal of Marketing Research, the Journal of MarketingMarketing Science, the Journal of Consumer Psychology, the International Journal of Research in Marketing, the Journal of Public Policy & Marketing, Marketing Letters, and the Journal of Business Logistics. She is on the Editorial Review Board of the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Retailing, and the Journal of Public Policy & Marketing.

Dr. Reczek has taught in all of Fisher’s academic programs, including the undergraduate, MBA, and Ph.D. programs. Dr. Reczek is also a recipient of the Fisher Pace Setters Faculty Research Award, and in 2014 she was named a Deans’ Faculty Fellow in recognition of her contributions to Fisher’s research, teaching, and service missions.

Dr. Reczek’s research has appeared in numerous national and international media outlets, including NPR, Harvard Business Review, Fast Company, Slate, and Details. In 2013 she was selected as one of the Marketing Science Institute’s 2013 Young Scholars, and she received the 2014 Early Career Award from the Society for Consumer Psychology.

Areas of expertise

  • Consumer Behavior
  • Social Influence
  • Inference Making
  • Consumer Well-being


  • Ph.D., The University of Texas at Austin, 2006
  • B.S., Trinity University, 2000
  • B.A., Trinity University, 2000
  • Summers, Christopher A., Robert W. Smith, and Rebecca Walker Reczek (2016), “An Audience of One: Behaviorally Targeted Ads as Implied Social Labels,” manuscript conditionally accepted at the Journal of Consumer Research.

  • Daniel M. Zane, Julie R. Irwin, and Rebecca Walker Reczek (2016), “Do Less Ethical Consumers Denigrate More Ethical Consumers? The Effect of Willful Ignorance on Judgments of Others,” forthcoming in the July issue of the Journal of Consumer Psychology.

  • Reczek, Rebecca Walker, Kelly L. Haws, and Christopher A. Summers (2014), “Lucky Loyalty: The Effect of Consumer Effort on Predictions of Randomly-Determined Marketing Outcomes,” Journal of Consumer Research, 41 (December), 1065-77.

  • Dyachenko, Tatiana, Rebecca Walker Reczek, and Greg Allenby (2014), “Models of Sequential Evaluation in Best-Worst Choice Tasks,” Marketing Science, 33 (November-December), 828-48.

  • Haws, Kelly L., Karen Page Winterich, and Rebecca Walker Naylor (2014), “Seeing the World through GREEN-tinted Glasses: Green Consumption Values and Responses to Environmentally Friendly Products,” Journal of Consumer Psychology, 24 (July), 336-54.

  • Norton, David A., Cait Poynor Lamberton, and Rebecca Walker Naylor (2013), “The Devil You (Don’t) Know: Interpersonal Ambiguity and Inference Making in Competitive Contexts,” Journal of Consumer Research, 40 (August), 239-54.

  • Phipps, Marcus, Lucie K. Ozanne, Michael G. Luchs, Saroja Subrhmanyan, Sommer Kapitan, Jesse R. Caitlin, Roland Gau, Rebecca Walker Naylor, Randall L. Rose, Bonnie Simpson, and Todd Weaver (2013), “Understanding the Inherent Complexity of Sustainable Consumption: A Social Cognitive Framework,” Journal of Business Research, 66, 1227-34.

  • Lamberton, Cait Poynor, Rebecca W. Naylor, and Kelly L. Haws (2013), "Same Destination, Different Paths: The Effect of Observing Others' Divergent Reasoning on Choice Confidence," Journal of Consumer Psychology, 23 (1), 74-89.

  • Naylor, Rebecca Walker, Cait Poynor Lamberton, and Patricia M. West (2012), “Beyond the ‘Like’ Button: Exploring the Effects of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings,” Journal of Marketing, 76 (November), 105-20.

  • Haws, Kelly L., Rebecca Walker Naylor, Robin A. Coulter, and William O. Bearden (2012), “Keeping It All without Being Buried Alive: Understanding Product Retention Tendency,” Journal of Consumer Psychology, 22 (April), 224-36.

  • Knemeyer, A. Michael and Rebecca Walker Naylor (2011), “Using Behavioral Experiments to Expand our Horizons and Deepen our Understanding of Logistics and Supply Chain Decision Making,” Journal of Business Logistics, 32 (4), 296-302.

  • Irmak, Caglar, Rebecca Walker Naylor, and William O. Bearden (2011), “The Out-of-Region Bias: Distance Inferences based on Geographic Category Membership,” Marketing Letters, 22 (June), 181-96.

  • Naylor, Rebecca Walker, Cait Poynor Lamberton, and David A. Norton (2011),“Seeing Ourselves in Others: Reviewer Ambiguity, Egocentric Anchoring, and Persuasion,” Journal of Marketing Research, 48 (June), 617-31.

  • Luchs, Michael, Rebecca Walker Naylor, Julie R. Irwin, and Rajagopal Raghunathan (2010), “The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference,” Journal of Marketing, 74 (September), 18-31.

  • Naylor, Rebecca Walker, Courtney M. Droms, and Kelly L. Haws (2009), “Eating with a Purpose: Consumer Response to Functional Food Health Claims,” Journal of Public Policy & Marketing, 28 (Fall), 221-33.

  • Bharadwaj, Neeraj, Rebecca Walker Naylor, and Frenkel ter Hofstede (2009), “Consumer Response to and Choice of Integrated and Customized Offerings,” International Journal of Research in Marketing, 26 (September), 216-27.

  • Irwin, Julie R. and Rebecca Walker Naylor (2009), “Ethical Decisions and Response Mode Compatibility: Weighting of Ethical Attributes in Consideration Sets Formed by Excluding Versus Including Product Alternatives,” Journal of Marketing Research, 46 (April), 234-46.

  • Naylor, Rebecca Walker (2007), “Nonverbal Cues-based First Impressions: Impression Formation through Exposure to Static Images,” Marketing Letters, 18 (September), 165-79.

  • Raghunathan, Rajagopal, Rebecca Walker Naylor, and Wayne D. Hoyer (2006), “The ‘Unhealthy = Tasty’ Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products,” Journal of Marketing, 70 (October), 170-84.

  • Naylor, Rebecca Walker, Rajagopal Raghunathan, and Suresh Ramanathan (2006), “Promotions Spontaneously Induce a Positive Evaluative Response,” Journal of Consumer Psychology, 16 (July), 295-305.


  • E-mail

    (614) 247-6433

    (614) 292-0879

    Department of Marketing & Logistics
    Fisher College of Business
    The Ohio State University
    538 Fisher Hall
    2100 Neil Avenue
    Columbus, OH 43210

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