Gerald J. Gorn

Hong Kong Polytechnic University — Hong Kong

Business, Management and Accounting · Social Sciences

38h-index6.7kcitations122works0.02yr avg
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Research Topics

Consumer Behavior in Brand Consumption and Identification(30), Color perception and design(20), Digital Marketing and Social Media(8), Media Influence and Health(8), Media, Gender, and Advertising(8)

Publications122 total

Does Sunset Time Affect Price Sensitivity? A Large-Scale Empirical Analysis
SSRN Electronic Journal·2025Open Access
Motivational determinants of transportation into marketing narratives
Figshare·2024Open Access
Insufficient Sleep and Price Sensitivity
SSRN Electronic Journal·2022· 1 citedOpen Access
Hiding in the Crowd: Secrecy Compels Consumer Conformity
Journal of Consumer Research·2021· 12 cited
Hiding in the crowd : secrecy instigates in consumers a desire to avoid non-conformity
2019
The Sleepy Consumer and Variety Seeking
Journal of Marketing Research·2019· 47 cited
Supplemental Material, jmr_17_0277_web_appendices - The Sleepy Consumer and Variety Seeking
Figshare·2019Open Access
Marketing, Safer Sex, and Condom Acquisition
Psychology Press eBooks·2018· 6 cited
Is All That Glitters Gold? the Effect of Product Surface Glossiness on Consumer Judgments
ACR North American Advances·2018· 1 cited
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
ACR North American Advances·2018· 1 cited
Secret keeping spurs conformity consumption
2017
Evidence-Based Identification of Key Beliefs Explaining Infant Male Circumcision Motivation Among Expectant Parents in Zimbabwe: Targets for Behavior Change Messaging
AIDS and Behavior·2017· 1 citedOpen Access
Identification of Key Beliefs Explaining Male Circumcision Motivation Among Adolescent Boys in Zimbabwe: Targets for Behavior Change Communication
AIDS and Behavior·2017· 8 cited
9-Q: Packaging Glossiness Thwarts Perceived Food Healthiness
ACR North American Advances·2017
1-K: the Impact of Visual Glossiness on Psychological Newness and Product Judgment
ACR North American Advances·2017
1-D: Effects of Logo Colorfulness on Consumer Judgments
ACR North American Advances·2017
16-H: Secret Keeping Spurs Conformity Consumption
ACR North American Advances·2017
19-K: Sleepiness, Need For Stimulation, and Variety-Seeking By Consumers
ACR North American Advances·2017
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments
Journal of Consumer Research·2015· 277 cited
Shape matters: How logo shapes influence consumer reactions
PolyU Institutional Research Archive (Hong Kong Polytechnic University)·2015
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Frequent Co-authors

Marvin E. Goldberg(16), Darren W. Dahl(12), Amitava Chattopadhyay(10), Charles B. Weinberg(8), Jaideep Sengupta(3), Yuwei Jiang(3), Michel Tuan Pham(3), Rabindra N. Kanungo(3), David K. Tse(2), Maria Galli(2), Leo Yatming Sin(2), Kunal Basu(2), Sarah G. Moore(2), Peter R. Darke(2), Tracey Yi(1), Shashank Tripathi(1), Laura A. Peracchio(1), Gary J. Bamossy(1), W. W. C. Gibson(1), James E. Burroughs(1)