Rebecca Walker Reczek

Rebecca Walker Reczek

Dr. H. Lee “Buck” Mathews Professor of Marketing

Marketing & Logistics


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, self-perceptions, and ethical decision making. Given her interest in consumer well-being, she has explored these theoretical interests in the substantive domains of food and health decision making and sustainability. Current projects continue to explore these areas, as well as online consumer behavior and consumer response to promotions.


Dr. Reczek’s research has appeared in leading marketing journals, including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Marketing Science, and the Journal of Consumer Psychology. She is currently serving as an Associate Editor at the Journal of Consumer Research and the Journal of Public Policy & Marketing.


Dr. Reczek’s research has appeared in numerous national and international media outlets, including NPR, CNN, Harvard Business Review, Slate, and Details. Dr Reczek is a past recipient of the Early Career Award from the Society for Consumer Psychology, and in 2018 she was selected for the inaugural Marketing Science Institute’s Scholars Program, recognizing leading mid-career researchers in the field of marketing.


Dr. Reczek has taught in all of Fisher’s academic programs, including the undergraduate, full time MBA, and Ph.D. programs. She is also a recipient of the Fisher Pace Setters Faculty Research Award.

Areas of Expertise


  • Social Influence
  • Consumer Behavior


  • Ph.D., The University of Texas at Austin, 2006
  • B.S., Trinity University, 2000
  • B.A., Trinity University, 2000


Haws, Kelly, L., Rebecca Walker Reczek, and Kevin Sample (2017), “Healthy Diets Make Empty Wallets: The Healthy = Expensive Intuition,” Journal of Consumer Research, 43 (April), 992-1007.

Sciandra, Michael R., Cait Lamberton, and Rebecca Walker Reczek (2017), “The Wisdom of Some: Do We Always Need High Consensus to Shape Consumer Behavior?,” Journal of Public Policy & Marketing, 36 (Spring) 15-35.

Donnelly, Grant E., Cait Poynor Lamberton, Rebecca Walker Reczek, and Michael I. Norton (2017), “Social Recycling Transforms Unwanted Goods into Happiness,” Journal of the Association for Consumer Research, 2 (1), 48-63.

Zane, Daniel M., 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,” Journal of Consumer Psychology, 26 (July), 337-349.

Summers, Christopher A., Robert W. Smith, and Rebecca Walker Reczek (2016), “An Audience of One: Behaviorally Targeted Ads as Implied Social Labels,” manuscript forthcoming 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,” manuscript forthcoming at 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.
Article included in the July 2014 AMA Journal Reader’s “Online Social Media and Networks: Impact on Marketing Practice” Collection.

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.
Article included in the September 2014 AMA Journal Reader’s “Food for Thought” Collection.

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.


  • BUSML 7202 - Consumer Behavior

    Development of the consumer decision process and its application to marketing strategy decisions. Prereq: 6250 or MBA 6252 or 6253. Not open to students with credit for 854.

  • BUSML 3150 - Foundations of Marketing

    Presents the concepts, framework and tools of market-based management. Topics include the marketing concept and the role that product, price, promotion and distribution play in marketing strategy and implementation. Prereq: Econ 2001.01 (200), or equiv. Not open to students with credit for 3250 (650) or 450. Not open to students in BSBA.

  • 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.

  • BUSML 8250 - Consumer Behavior

    Study of the academic literature on consumer behavior with emphasis on the theoretical and empirical contributions of consumer research. Prereq: Doct standing in BusAdm, or permission of instructor. Repeatable to a maximum of 8 cr hrs.