Joseph K. Goodman

Professor of Marketing
Professor of Psychology (by courtesy)

Marketing & Logistics


Joseph K. Goodman is Professor of Marketing and (by courtesy) Psychology at The Ohio State University, and former Chair of the Dept of Marketing & Logistics. His research seeks to understand consumer decision making in today’s marketplace. His research interests include consumer happiness and well-being with material and experiential purchases; consumers’ attraction to, and decision making from, large product assortments; and the role of crowdsourcing tools, such as Mechanical Turk, in consumer research. His research has appeared in the requisite journals (JCR, JMR, JCP, JBDM, JACR, OBHDP) and he has taught various courses (Principles of Marketing, Consumer Behavior, Brand Management, Judgment and Decision Making) at the undergrad, graduate, and executive levels. He joined Fisher in 2016 and received his PhD in Marketing at the McCombs School of Business at The University of Texas at Austin. Prior to being a Buckeye, Professor Goodman was on the faculty at the University of South Carolina and Washington University in St. Louis, where he co-founded the CB Research Lab. He enjoys traveling, on and off piste, acting like his kids, Europe ‘72, PYITE, a Sky Blue Sky, Bodrum Bodrum, and consuming in the natural habitat.

Areas of Expertise

  • Services Marketing
  • Survey Research and Rating Scales
  • Branding
  • Consumer Behavior
  • Pricing
  • Strategy


Ph.D., Marketing, McCombs School of Business, The University of Texas at Austin
B.B.A., Business Honors and Marketing, with honors, McCombs School of Business, The University of Texas at Austin


Lim, Sarah, Stijn M. J. van Osselaer, Joseph K. Goodman, Christoph Fuchs, and Martin Schreir (2024), “The Starbucks Effect: When Name-based Order Identification Increases Consumers’ Store Preference and Service Satisfaction,” Journal of Retailing, 100, 316-329.

Goodman, Joseph K. and Scott Wright (2023), “MTurk and Online Panel Research: The Impact of COVID-19, Bots, TikTok, and other Contemporary Developments,” in The Cambridge Handbook of Consumer Psychology, eds. Cait Lamberton, Derek Rucker, Stephen A. Spiller (2nd Ed).

Weingarten, Evan, Kristen Duke, Wendy Liu, Rebecca W. Hamilton, On Amir, Gil Appel, Moran Cerf, Joseph K. Goodman, Andrea C. Morales, Ed O’Brien, Jordi Quoidbach, Monic Sun (2023), “What Makes People Happy? Decoupling the Experiential-Material Continuum,” Journal of Consumer Psychology, 33 (1), 93-106.

Kim, Junha, Selin Malkoc, and Joseph K. Goodman (2022), “The Threshold-crossing Effect: Just-below Pricing Discourages Consumers to Upgrade,” Journal of Consumer Research, 48 (April), 1096-1112.

Weingarten, Evan and Joseph K. Goodman (2021), "Re-examining the Experiential Advantage in Consumption: A Meta-Analysis and Review," Journal of Consumer Research, 47 (April), 855-877.

Goodman, Joseph K. and Rebecca Walker Reczek (2021), “Choosing What to Choose From: Preference for Inclusion over Exclusion when Constructing Consideration Sets from Large Choice Sets,” Journal of Behavioral Decision Making, 34 (1), 85-98.

Goodman, Joseph K., Selin A. Malkoc, and Mosi Rosenboim (2019), “The Material-Experiential Asymmetry in Discounting: When Experiential Purchases Lead to More Impatience, Journal of Consumer Research, 46 (December), 671-688.

Wright, Scott A. and Joseph K. Goodman (2019), “Mechanical Turk in Consumer Research: Perceptions and Usage in Marketing Academia,” in Handbook of Methods in Consumer Psychology, eds. Frank R. Kardes, Paul M. Herr, and Norbert Schwarz, New York: Routledge.

Ellen, Pam Scholder, June Cotte, and Joseph K. Goodman (2019), “The Business School’s Glass Ceiling,” BizEd, March-April, 42-47.

Goodman, Joseph K. and Sarah Lim, (2018), “When Consumers Prefer to Give Material Gifts Instead of Experiences: The Role of Social Distance," Journal of Consumer Research, 45 (August), 365-382.

Goodman, Joseph K. and Gabriele Paolacci (2017), “Crowdsourcing Consumer Research,” Journal of Consumer Research, 44 (June), 196-210.

Goodman, Joseph K., Selin A. Malkoc and Brittney Stephenson (2016) “Celebrate or Commemorate? A Material Purchase Advantage when Honoring Special Life Events,” Journal of the Association for Consumer Research, 1 (4), 497-508.

Ward, Morgan K., Joseph K. Goodman, and Julie R. Irwin (2014), “The Same Old Song: The Power of Familiarity in Music Choice,” Marketing Letters, 25, 11, 1-11.

Goodman, Joseph K., Cynthia E. Cryder, and Amar A. Cheema (2013), “Data Collection in a Flat World: Strengths and Weaknesses of Mechanical Turk Samples,” Journal of Behavioral Decision Making, 26 (July), 213-224.

Goodman, Joseph K., Susan Broniarczyk, Jill Griffin, and Leigh McAlister (2013), “Help or Hinder? When Recommendation Signage Expands Consideration Sets and Heightens Decision Difficulty,” Journal of Consumer Psychology, 23 (April), 165-174.

Goodman, Joseph K. and Caglar Irmak (2013), “Having versus Using: When a Failure to Estimate Usage Makes Consumers Prefer Multi-Feature Products,” Journal of Marketing Research, 50 (February), 44-54.

Goodman, Joseph K. and Selin A. Malkoc (2012), “Choosing for Here and Now vs. There and Later: The Moderating Role of Construal on Assortment Size Preferences,” Journal of Consumer Research, 38 (December), 751-68.

Nicolao, Leonardo, Julie R. Irwin, and Joseph K. Goodman (2009), “Happiness for Sale: Do Experiential Purchases Make Consumers Happier than Material Purchases?” Journal of Consumer Research, 36 (August), 188-198.

Goodman, Joseph K. and Julie R. Irwin (2006), “Special Random Numbers: Beyond the Illusion of Control,” Organizational Behavior and Human Decision Processes, 99 (March), 161-174.


MBA 6250.01 - Marketing Management
Focuses on the interrelated elements of the marketing mix, its relationship with the other functional areas of management, and marketing responses to the external environment. Prereq: Enrollment in Executive MBA program or Working Professional MBA program, or permission of instructor.