Rate My Professor Elizabeth Cowley

Cowley's research centers on consumer psychology and behavior, with a focus on memory processes in consumption contexts, risk preferences under time pressure, deception and forgetting, and the effectiveness of marketing tactics like product placement. Her publications appear in premier outlets including the Journal of Consumer Research, Journal of Business Research, Journal of the Academy of Marketing Science, and Journal of Advertising. Key works include: "How Does Time Pressure Influence Risk Preferences? Answers from a Meta-Analysis" (Journal of Consumer Research, 2023); "Deception Memory: When Will Consumers Remember Their Lies?" with Christina Anthony (Journal of Consumer Research, 2019); "Looking Back at an Experience Through Rose-Colored Glasses" (Journal of Business Research, 2008); "When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence" with Jamie Barron (Journal of Advertising, 2008); "Views from Consumers Next in Line: The Fundamental Attribution Error in a Service Queue" (Journal of the Academy of Marketing Science, 2004); and "How Enjoyable Was It? Remembering an Affective Reaction to a Marketing Stimulus" (Journal of Consumer Research, 2007). In 2007, she and Christina Anthony were awarded over $300,000 by the Australian Research Council for a project on memory distortion. Cowley's scholarship has significantly impacted the understanding of consumer decision-making and memory biases in marketing.