Rebecca Hamilton


3456 Van Munching Hall
(301) 405.8270
Ph.D., Massachusetts Institute of Technology

Joined University of Maryland in 2000.

Rebecca Hamilton is Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business. She has been on the faculty at the University of Maryland since 2000, when she received her PhD from the MIT Sloan School of Management. Professor Hamilton’s research focuses on consumer decision making and the effects of consumers’ information processing strategies on their attitudes and choices. Her research has been published in journals such as the Journal of Consumer Research, the Journal of Marketing Research, the Harvard Business Review and the MIT Sloan Management Review. She received the Erin Anderson Award for an Emerging Female Scholar and Mentor in 2011 and she was recognized by the Marketing Science Institute as a Young Scholar in 2007. She currently serves as an Associate Editor for the Journal of Consumer Research and on the Editorial Review Boards of the Journal of Marketing and the Journal of Interactive Marketing. Professor Hamilton teaches consumer behavior, brand management and research methods to undergraduate, MBA, and doctoral students.

Honors and Awards

  • 2011 Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor
  • 2009 Best Reviewer Award, Journal of Interactive Marketing
  • 2008 Outstanding Reviewer Award, Journal of Consumer Research
  • 2007 MSI Young Scholar
  • 2004-2005 Teaching Enhancement Committee Award Recipient, Smith School
  • 2005 Legg Mason Teaching Innovation Award
  • 2003 Ferber Award, Honorable Mention for "Why Do People Suggest What They Do Not Want? Using Context Effects to Influence Others' Choices," Journal of Consumer Research, 29 (March), 492-506.




  • Hamilton, Rebecca W., Rebecca K. Ratner and Debora V. Thompson (2011). Outpacing Others: When Consumers Value Products Based on Relative Usage Frequency, Journal of Consumer Research,forthcoming.
  • Hamilton, Rebecca W., Joydeep Srivastava and Ajay T. Abraham (2010). When Should You Nickel and Dime Your Customers? A Manager’s Guide to Benefits-Based Price Partitioning, MIT Sloan Management Review. 52 (Fall), 59-67. 
  • Hamilton, Rebecca W., Stefano Puntoni and Nader T. Tavassoli (2010). Categorization by Groups and Individuals, Organizational Behavior and Human Decision Processes, 112 (May), 70-81.
  • Thompson, Debora V., Rebecca W. Hamilton and Petia Petrova (2009). When Mental Simulation Hinders Behavior: The Effects of Process-Oriented Thinking on Decision Difficulty and Performance,Journal of Consumer Research, 36 (December), 562-574. 
  • Hamilton, Rebecca and Joydeep Srivastava (2008), "When 2+2 Is Not the Same as 1+3: Variations in Price Sensitivity Across Components of Partitioned Prices," Journal of Marketing Research, 45 (November), 450-461.
  • Hamilton, Rebecca and Debora V. Thompson (2007).  "Is There a Substitute for Direct Experience?  Comparing Consumers' Preferences After Direct and Indirect Product Experiences," Journal of Consumer Research, 34 (December), 546-555.
  • Rust, Roland T., Debora Viana Thompson, and Rebecca Hamilton (2006), "Defeating Feature Fatigue,"Harvard Business Review, 84 (2), 98-107.
  • Thompson, Debora V. and Rebecca W. Hamilton (2006). "The Role of Information Processing Mode in Consumers' Responses to Comparative Advertising,' Journal of Consumer Research, 32 (March), 530-540.
  • *Thompson, Debora Viana, Rebecca Hamilton and Roland T. Rust, (2005), "Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing," Journal of Marketing Research, 42 (November), 431-442.
  • *Donald R. Lehmann Award, 2007, (co-author), awarded by the American Marketing Association Marketing Research SIG for the Best Dissertation-Based Research Article.
  • Hamilton, Rebecca W. and Gabriel J. Biehal (2005). "Achieving Your Goals or Protecting Their Future? The Effects of Self-View on Goals and Choices," Journal of Consumer Research, 32 (September), 277-283.
  • Hamilton, Rebecca W. (2003), "Why Do People Suggest What They Do Not Want? Using Context Effects to Influence Others' Choices," Journal of Consumer Research, 29 (March), 492-506.