Professor Wilcox has taught Marketing Strategy to undergraduate and graduate students, Marketing Management to graduate students, Marketing Research to undergraduate students and Consumer Behavior to undergraduate students. His industry experience includes several years working as an advertising account executive and as a marketing consultant. His clients have included American Express, Virgin Atlantic and R.J. Reynolds.
His research interests are in the areas of goal theory and self regulation. Specifically, he focuses on finding ways to enhance consumer self-control in health and money decisions. Other research interests include counterfeit and luxury brand consumption. He has published articles in several leading marketing journals including the Journal of Marketing Research and the Journal of Consumer Research. Additionally, his research has been featured in the New York Times, Time Magazine and Psychology Today.
Selected publications include:
Wilcox, Keith, Lauren Block and Eric Eisenstein (2011), "The Ironic Effects of Credit Card Balances and Credit Limits on Consumer Spending," Journal of Marketing Research, forthcoming.
Wilcox, Keith, Anne Roggeveen and Dhruv Grewal (2011), "Shall I Tell You Now or Later? Assimilation and Contrast in the Evaluation of Experiential Products," Journal of Consumer Research, forthcoming.
Laran, Juliano and Keith Wilcox (2011), "Choice, Rejection and Elaboration on Preference-Inconsistent Alternatives," Journal of Consumer Research, forthcoming.
Wilcox, Keith, and Sangyoung Song (2011), "Discrepant Fluency in Self Customization," Journal of Marketing Research, forthcoming.
Wilcox, Keith, Thomas Kramer and Sankar Sen (2011), "Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice," Journal of Consumer Research, forthcoming.
Wilcox, Keith, Beth Vallen, Lauren Block and Gavan Fitzsimons (2009), “Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision,” Journal of Consumer Research, 36 (October), 380-393.
Wilcox, Keith, Hyeong Min Kim and Sankar Sen (2009), "Why Do Consumers Buy Counterfeit Luxury Brands?” Journal of Marketing Research, 46 (May), 247-259.
Keith Wilcox CV.pdf