Office of Communication & Marketing

Name: Gabriel Gonzales
Academic Rank: Assistant Professor
Department: School of Business

Expertise Keywords: Consumer Behavior, Consumer Research, Fairness, Marketing, Marketing Channels, Marketing research, Marketplace changes, Marketplace evolution, Price Fairness, Pricing, Recycling, Retail Outlets, Retailing, Sustainability, Sustainable Consumption

Available For: interviews, essays, speaking

Expertise: My research has been published in top journals (including the Journal of Marketing), and I have presented my work at top conferences including: the Society for Personality and Social Psychology, the Association for Consumer Research, the American Marketing Association's Marketing and Public Policy conference, the Society for Consumer Psychology, and the New York Association for Reduction, Reuse, and Recycling.

Currrent Research: Sustainable consumer behavior: Studying how to encourage consumers to act in more-sustainable ways

The evolving retail marketplace: Improving our understanding of how today's consumers interact with the changing retail landscape and what this means for retailers

Contact Information

Office Phone: 845-257-2937
E-mail Address: gonzaleg@newpaltz.edu

Other Information

Positions held prior to joining SUNY New Paltz:
Ph.D. Candidate in Marketing, Smeal College of Business at Pennsylvania State University

Education

Publications

Journal Article: Gonzales, G. E., Bolton, L. E., & Meloy, M. G. (2019). Why do consumers think it is fair to pay more when buying from producers versus retailers? Marketing Letters. https://doi.org/10.1007/s11002-019-09507-6

Journal Article: Winterich, K. P., Nenkov, G. Y., & Gonzales, G. E. (2019). Knowing what it makes: How product transformation salience increases recycling. Journal of Marketing, 83(4), 21–37. https://doi.org/10.1177/0022242919842167