Publications
Park, Alexander, Cynthia Cryder, and Rachel Gershon, “Fighting Fiscal Awkwardness: How Relationship Strength Changes Individuals’ Communication Approach When Resolving Interpersonal Debt.” (In Press) Journal of Experimental Psychology: General.
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Gershon, Rachel* and Zhenling Jiang* (2024), “Referral Contagion: Downstream Benefits of Customer Referrals." Journal of Marketing Research. LINK.
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Gershon, Rachel, Cynthia Cryder and Katherine L. Milkman (2024), “Friends with Health Benefits: A Field Experiment.” Management Science. LINK.
Gershon, Rachel* and Ariel Fridman* (2022) “Individuals Prefer to Harm their Own Group rather than Help an Opposing Group.” Proceedings of the National Academy of Sciences. LINK
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Fridman, Ariel, Rachel Gershon, and Ayelet Gneezy (2022) “Increased Generosity under COVID-19 Threat.” Scientific Reports. LINK
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Fridman, Ariel, Rachel Gershon, and Ayelet Gneezy (2021) “COVID-19 and Vaccine Hesitancy: A Longitudinal Study.” Plos One, 16 (4). LINK
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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
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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
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Gershon, Rachel and Cynthia Cryder (2018). “Goods Donations Increase Charitable Credit for Low-Warmth Donors,” Journal of Consumer Research, 45:2, 451–469. LINK
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Working Papers
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.” SSRN LINK
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 Legal Products are Less Effective Than Illegal Products.”
Weingarten, Evan, Rachel Gershon, and Amit Bhattacharjee, “Gatekeeping of Identity and Group Membership.”
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Park, Alexander B, Rachel Gershon, Marissa A. Sharif, “The Struggle is Real: Motivating Goal Pursuit by Normalizing Process Difficulty.” SSRN LINK
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Gershon, Rachel*, Kristen Duke*, and Ivuoma Onyeador, “The Promise of Ranked Choice Voting: Overcoming Electability Concerns to Increase Votes for Underrepresented Candidates.”
Gershon, Rachel and Anish Mitra, “Precision Marketing on Social Media Addresses Demographic Disparities in Mental Health Care Access.”