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
301. 405.8270; 301.405.0146 fax
rhamilto@rhsmith.umd.edu 

Joined University of Maryland 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. 

Curriculum Vitae►

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

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.