Faculty Profile

Dr. Rebecca Hamilton Associate Professor Ph.D., MIT Sloan School of Management Robert H. Smith School of Business 3456 Van Munching Hall University of Maryland College Park, MD 20742 Phone: 301. 405.8270 Fax: (301) 405-0146 E-mail: rhamilto@rhsmith.umd.edu Curriculum Vitae

Joined University of Maryland in 2000.

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, and the Harvard Business Review. Her dissertation received an honorable mention in the Association for Consumer Research’s Ferber Award competition, and she was recognized as an MSI Young Scholar in 2007. She currently serves on the Editorial Review Board of the Journal of Consumer Research. Professor Hamilton teaches consumer behavior, brand management and experimental research methods to undergraduate, MBA, and doctoral students.

Honors and Awards

• 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.

Selected Publications

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. [ Download PDF of article ]

*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.