Professor Goodman is an Associate Professor of Marketing at The Ohio State University’s Fisher College of Business. 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 travelling, running, acting like his kids, Europe ‘72, and consuming in the natural habitat.

Areas of Expertise


  • Consumer Behavior


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


Goodman, Joseph K., Selin A. Malkoc, and Mosi Rosenboim (conditionally accepted), “The Material-Experiential Asymmetry in Present Bias: Why Material Items Lead to Less Present Biased Preferences, Journal of Consumer Research.

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

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.


  • BUSML 3250 - Principles of Marketing

    Presents the concepts, framework and tools of market-based management to deliver superior customer satisfaction, value and profitability. The focus of the course is on identifying, creating, delivering and measuring value creation. Prereq: Econ 2001.01 and 2002.01. Not open to students with credit for 3150 (650) or 450 or to students enrolled in UUSS, UExp or PreBSBA-PR.