George E. Newman

Assistant Professor of Management and Marketing

George Newman is interested in the application of basic cognitive processes, such as categorization and causal reasoning, to consumer behavior.

Currently, his research examines the psychological processes underlying our concepts of authenticity and authentic "originals" in the domains of art, celebrity possessions, and consumer products. He is also interested in pro-social behaviors such as charitable giving and purchasing environmentally-friendly products, and how consumers may balance their desires to “do good” with desires to maximize the efficiency of their donations or purchases.

Newman has published work on essentialism, perceptions of animacy, children’s conceptual development, causal reasoning, and identity continuity.


  • PhD, Yale University, 2008
  • MPhil, Yale University, 2007
  • MS, Yale University, 2005
  • BA, Northwestern University, 2002


Selected Articles

Authenticity is Contagious: Brand Essence and the Original Source of Production
R. Dhar and G. Newman
Journal of Marketing Research
Giving vs. Giving-in
D. M. Cain, J. D. Dana and G. E. Newman
Academy of Management Annals
When Going Green Backfires: How firm Intentions Shape the Evaluation of Socially Beneficial Product Enhancements
R. Dhar, G. Newman and M. Gorlin
Journal of Consumer Research
Authentic Altruism and the Myth of Win-Win
G. Newman and D. M. Cain
Psychological Science
G. E. Newman
Behavioral and Brain Sciences

Selected Working Papers

When More Is Less: Construal Level and the Effects of Secondary Benefits on Pro-social Motivations
K. Goldsmith, G. E. Newman & R.Dhar
Meaningful Inconvenience: Perceived Effort Increases Purchase Intent toward Symbolic Products
G. E. Newman & H. Hagtvedt
Dual Character Concepts and the Normative Dimension of Conceptual Representation
J. Knobe, S. Prasada & G. E. Newman
Poisoning the Well: The Contagious Effects of Corporate Crises on Product Evaluations and Consumption
E. L. Uhlmann, G. E. Newman, V. Brescoll, A. Galinsky & D. Diermeier