Photo of Professor Rachel Gershon at Haas

Research Expertise and Interest

consumer judgements and choice, impression management, incentives, prosocial behavior, word of mouth, social consumption, corporate social responsibility

Research Description

Rachel Gershon is an assistant professor of Marketing at Haas Business School. Her research develops insights into consumer judgments and choice with an emphasis on social and prosocial behavior. She received her doctorate at the Olin Business School, Washington University in St. Louis. Prior to graduate school, she studied Philosophy, Neuroscience, and Psychology at Washington University. Learn more at

Featured in the Media

Please note: The views and opinions expressed in these articles are those of the authors and do not necessarily reflect the official policy or positions of UC Berkeley.
March 21, 2024
Danielle Friedman

“Teaming up with someone who is already performing well at the goal you’re trying to pursue can be effective,” said Berkeley Haas Assistant Professor Rachel Gershon, who authored a new study on gym motivation. “And the more dedicated partner benefited, too.”

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