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Rebecca Walker Reczek


Rebecca Walker Reczek received her Ph.D. in marketing from The University of Texas at Austin in May 2006. Dr. Reczek’s research focuses on the area of consumer behavior. Specifically, her research has explored consumer lay theories, inference making, and social influence. Given her interest in consumer well-being, she has explored these theoretical interests in the substantive domains of food and health decision making, consumer response to sustainable products, and consumer disposal practices. Current projects continue to explore these areas, as well as consumers’ online behavior and consumer-to-consumer persuasion.  

 Dr. Reczek’s research has appeared in the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Marketing 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, and the Journal of Public Policy & Marketing. She received an outstanding reviewer award from the Journal of Public Policy & Marketing in 2013.  

 Dr. Reczek has taught in all of Fisher’s academic programs, including the undergraduate, MBA, and Ph.D. programs. She received an award for her undergraduate teaching at Fisher in 2011 and was nominated for a Distinguished Undergraduate Research Mentor Award in 2012. Dr. Reczek was also the 2013 recipient of the Fisher College of Business Pace Setters Faculty Research Award and was selected as one of the Marketing Science Institute’s 2013 Young Scholars. In 2014, Dr. Reczek was named a Fisher Dean’s Faculty Fellow in recognition of her contributions to research, teaching, and service.

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
  • 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, forthcoming.
  • 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), 181-196.
  • 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), 617-631.
  • 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), 221-233.
  • 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), 216-227.
  • 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 Marketin g Research, 46 (April), 234-246.
  • Naylor, Rebecca Walker (2007), “Nonverbal Cues-based First Impressions: Impression Formation Through Exposure to Static Images,” Marketing Letters, 18 (September), 165-179.
  • 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 Markteing, 70 (October), 170-184.
  • Naylor, Rebecca Walker, Rajagopal Raghunathan, and Suresh Ramanathan (2006), "Promotions Spontaneously Induce a Positive Evaluative Reponse," Journal of Consumer Psychology, 16 (July), 295-305.