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Gershon, Rachel* and Zhenling Jiang* (2024),  “Referral Contagion: Downstream Benefits of Customer Referrals." Journal of Marketing Research. LINK. 

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

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

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.”

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


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

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.”

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