Assistant Dean & Professor
Rebecca Ratner is Assistant Dean for Academic Affairs - Undergraduate Programs and Professor of Marketing at the Robert H. Smith School of Business. She received a Ph.D. in social psychology from Princeton University in 1999, was a visiting scholar at the Wharton School in 1996 – 1997 and a visiting scholar at the Chicago Booth Graduate School of Business in 2004. Prior to her position at Maryland, she was assistant professor and associate professor at the University of North Carolina at Chapel Hill. Ratner’s research explores factors underlying suboptimal consumer decision making and focuses on variety seeking, motivation, and the influence of social norms. Her research has appeared in marketing, psychology, and decision-making journals, including Journal of Consumer Research, Journal of Personality and Social Psychology, Journal of Experimental Psychology, and Organizational Behavior and Human Decision Processes. Ratner has taught courses on marketing management, marketing research, and consumer behavior to MBA students, undergraduate students, and executives. She currently serves as associate editor for Journal of Consumer Research and Journal of Marketing Research.
Honors & Awards
Allen J. Krowe Award for Teaching Excellence, Robert H. Smith School of Business, 2010
Top 15% Teaching Award, Robert H. Smith School of Business, 2007 - 2012
Best Paper Award (Most Influential Paper in Conflict Management from 1998 – 2001, Academy of Management), 2006
University of Chicago James M. Kilts Center for Marketing, Visiting Faculty Fellow, 2004
Edward M. O’Herron, Jr. Distinguished Faculty Scholar (awarded for outstanding teaching at Kenan-Flagler Business School), 2003-2004
Marketing Science Institute Young Scholar, 2003
University of North Carolina at Chapel Hill Junior Faculty Development Award, 2002
Best Teaching in Undergraduate Program (Weatherspoon Award for Excellence in Teaching at Kenan-Flagler Business School), 2001
Etkin, J., & Ratner, R.K. “Goal Pursuit, Now or Later: Temporal Compatibility of Different versus Similar Means” (2013). Journal of Consumer Research, 39, 1085 – 1099.
Etkin, J., & Ratner, R.K. “The Dynamic Impact of Variety among Means on Motivation” (2012). Journal of Consumer Research, 38, 1076-1092.
Hamilton, R.H., Ratner, R.K., & Thompson, D.V. “Outpacing Others: When Consumers Value Products Based on Relative Usage Frequency” (2011). Journal of Consumer Research, 37, 1079 - 1094.
Fishbach, A., Ratner, R.K., & Zhang, Y. “Inherently Loyal or Easily Bored?: Nonconscious Activation of Consistency versus Variety-Seeking Behavior” (2011), Journal of Consumer Psychology, 21, 38-48.
Meyvis, T., Ratner, R.K., & Levav, J. “Why We Don’t Learn to Accurately Forecast Our Feelings: How the Misremembering of Our Predictions Blinds Us to Our Past Forecasting Errors,” (2010), Journal of Experimental Psychology: General, 139, 579-589 (Lead article).
Zauberman, G.Z., Ratner, R.K, & Kim, B.K. “Memories as Assets: Strategic Memory Protection in Choice over Time,” (2009), Journal of Consumer Research, 35, 715-728 (Lead article).
Fox, C.R., Ratner, R.K., & Lieb, D. (2005). "How Subjective Grouping of Options Influences Choice and Allocation: Diversification Bias and the Phenomenon of Partition Dependence," Journal of Experimental Psychology: General, 134 (4), 538-551.
Ratner, R.K., & Herbst, K.C. (2005). "When Good Decisions Have Bad Outcomes: The Impact of Affect on Switching Behavior," Organizational Behavior and Human Decision Processes, 96 (1), 23-37
Novemsky, N., & Ratner, R.K. (2003). "The Time Course and Impact of Consumers' Erroneous Beliefs about Hedonic Contrast Effects." Journal of Consumer Research, 29, 507-516.
Ratner, R.K., & Kahn, B.K. (2002). "The Impact of Private versus Public Consumption on Variety-Seeking Behavior." Journal of Consumer Research, 29, 246-257.
Ratner, R.K. & Miller, D.T. (2001) (Lead Article). "The Norm of Self-Interest and Its Effects on Social Action," Journal of Personality and Social Psychology, 81, 5-16.
Ratner, R.K., Kahn, B.E., & Kahneman, D. (1999). "Choosing Less-Preferred Experiences for the Sake of Variety." Journal of Consumer Research, 26, 1-15 (Lead article).
Miller, D.T., & Ratner, R.K. (1998). "The Disparity Between the Actual and Assumed Power of Self-Interest." Journal of Personality and Social Psychology, 74, 53-62.