Fridman, Ariel, Rachel Gershon, and Ayelet Gneezy (2022) “Increased Generosity under COVID-19 Threat.” Scientific Reports. LINK

Fridman, Ariel, Rachel Gershon, and Ayelet Gneezy (2021) “COVID-19 and Vaccine Hesitancy: A Longitudinal Study.” Plos One, 16 (4). LINK

Gershon, Rachel, Cynthia Cryder, and Leslie K. John (2020). “Why Prosocial Referral Incentives Work: Reputational Benefits versus Action Costs.” Journal of Marketing Research, 57 (1), 156-172. LINK

Gershon, Rachel* and Rosanna K. Smith* (2020). “Twice-Told Tales: Self-Repetition Decreases Observer Assessments of Performer Authenticity.” Journal of Personality and Social Psychology. LINK

Gershon, Rachel and Cynthia Cryder (2018). “Goods Donations Increase Charitable Credit for Low-Warmth Donors,” Journal of Consumer Research, 45:2, 451–469. LINK


Working Papers

Gershon, Rachel, Cynthia Cryder and Katherine L. Milkman, “Friends with Health Benefits: A Field Experiment.” 

Gershon, Rachel, Cynthia Cryder, and Merriah Croston , “Risky Business: The Risk-Reward Tradeoff is Different for Nonprofits.”

Gershon, Rachel, Alicea Lieberman, and Sydney Scott, “Consumers Believe Illegal Products are More Effective Than Legal Products.”

Gershon, Rachel* and Ariel Fridman* , “The Cost of Opposition: Individual Decision Making in Intergroup Conflict.”

Weingarten, Evan, Rachel Gershon, and Amit Bhattacharjee, “Gatekeeping of Identity and Group Membership.”

Gershon, Rachel* and Zhenling Jiang*, “Referral Contagion: Downstream Benefits of Customer Referrals.

Kim, Michelle, Tianqi Chen , Rachel Gershon, Sydney Scott, Daniella Kupor, and Remi Trudel, “Less is More (Natural): The Effect of the Number of Ingredients on Consumer Perceptions and Preferences.” 

Gershon, Rachel*, Kristen Duke*, and Ivuoma Onyeador, “The Promise of Ranked Choice Voting: Overcoming Electability Concerns to Increase Votes for Underrepresented Candidates.”

Park, Alexander, Cynthia Cryder, and Gershon, Rachel, “Fighting Fiscal Awkwardness: The (Dis)Advantages of Digital Payment Methods on Peer-Debt Dynamics.”

Park, Alexander B, Rachel Gershon, Marissa A. Sharif, “The Struggle is Real: Motivating Goal Pursuit by Normalizing Process Difficulty.”

Gershon, Rachel and Anish Mitra, “Precision Marketing on Social Media Addresses Demographic Disparities in Mental Health Care Access.”