Print Overview

Dr. Gal’s research focuses on identifying behavioral phenomena of broad relevance to consumers, managers, and policymakers. His work has been published in leading academic journals and featured in the New York Times, Financial Times, Wall Street Journal, Globe and Mail, and Scientific American, among others. Dr. Gal teaches Marketing-Led Innovation.

Print Vita
PhD, 2007, Business Administration, Stanford University
MS, 2004, Engineering, Management Science, Stanford University
BS, Computer Science, Pennsylvania State University

Academic Positions
Assistant Professor of Marketing, Kellogg School of Management, Northwestern University, 2007-present

Print Research
Research Interests
Judgment and Decision-Making
Innovation and Creativity
Individual Differences

Gal, David and Soo Kim. Forthcoming. From Compensatory Consumption to Adaptive Consumption: The Role of Self-Acceptance in Resolving Self-Deficits. Journal of Consumer Research.
Gal, David. 2012. A Mouth-Watering Prospect: Salivation to Material Reward. Journal of Consumer Research. 38(6): 1022-1029.
Gal, David and Blake McShane. 2012. Can Fighting Small Battles Help Win the War? Evidence from Consumer Debt Management. Journal of Marketing Research. 49: 487-501.
Chernev, Alexander, Ryan Hamilton and David Gal. 2011. Competing for a Consumer’s Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing. 75: 66-82.
Liu, Wendy and David Gal. 2011. Bringing us Together or Driving us Apart: The Effect of Soliciting Consumer Input on Consumers’ Propensity to Transact with an Organization. Journal of Consumer Research. 38(2): 242-259.
Gal, David and Wendy Liu. 2011. Grapes of Wrath: The Angry Effects of Exerting Self Control. Journal of Consumer Research. 38(3): 445-458.
Gal, David and Derek D Rucker. 2011. Answering the Unasked Question: Response Substitution in Consumer Surveys. Journal of Marketing Research. 48(1): 185-195.
Gal, David and Derek D Rucker. 2010. When in Doubt, Shout! Paradoxical Influences of Doubt on Proselytizing. Psychological Science. 21(11): 1701-1707.
Gal, David and James Wilkie. 2010. Real Men Don't Eat Quiche: Regulation of Gender Expressive Choices in Men. Social Psychological and Personality Science. 1(4): 291-301.
Chernev, Alexander and David Gal. 2010. Categorization Effects in Value Judgments: Averaging Bias in Evaluating Combinations of Vices and Virtues. Journal of Marketing Research. 47(4): 738-47.
Gal, David. 2008. Stock Price Level and Price Response. Advances in Consumer Research. 35: 198-200.
Gal, David. 2006. A Psychological Law of Inertia and the Illusion of Loss Aversion. Judgment and Decision Making. 1(1): 23-32.
Working Papers
Aladjem, Maria, David Gal and Ulf Bockenholt. 2013. How Do I Love Thee? The Effect of Thought Generation on Product Ratings.
Gal, David and Soo Kim. 2013. Walking Away from Compensatory Consumption: Self-Acceptance Changes Threat Appraisal.
Book Chapters
Gal, David. 2010. "From the Wheel to Twitter: Where do Innovations Come From?." In Kellogg on Marketing, edited by Alice Tybout and Bobby Calder, 319-331. New York: Wiley.
Gal, David and Derek D Rucker. "A Quick Fix for Faulty Surveys." Advertising Age, July 27.
Gal, David. "Is Facebook’s Platform a Strategic Mistake?." VentureBeat (also featured in Wall Street Journal’s All Things Digital).

Print Teaching
Teaching Interests