Deborah Small
Adrian C. Israel Professor of Marketing
Professor Small studies how individuals make decisions that affect their own and others’ welfare and what their choices signal to themselves and others about their moral character. While much of her work is in the area of prosocial behavior, she has many other research interests, including emotion, moral judgment, and consumer choice.
Education
PhD, Carnegie Mellon University, 2004
MA, Carnegie Mellon University, 2002
BA, University of Pennsylvania, 1999
Articles
Reluctance to Downplay: Asymmetric Sensitivity to Differences in the Severity of Moral Transgressions
Hitting the target but missing the point: How donors use impact information
Put Your Mouth Where Your Money Is: A Field Experiment Encouraging Donors to Share About Charit
Ethical Judgments of Poverty Depictions in the Context of Charity Advertising
Common cents: Merging bank accounts preserves marital quality among newlyweds
Hot Streak! Inferences and Predictions About Goal Adherence
On the Value of Modesty: How Status-Signaling Undermines Cooperation
Selfless First Movers and Self-Interested Followers: Order of Entry Signals Purity of Motive in Pursuit of the Greater Good
Inauthenticity Aversion: Moral Reactance Toward Tainted Actors, Actions, and Objects
The Evolution of Consumption: A Psychological Ownership Framework
Passing the Buck to the Wealthier: Reference – Dependent Standards of Generosity
Selected Media Coverage
Yes, You Should Hit “Share” when You Make a Charitable Donation, Kellogg Insight, June 2023
Awards
AMA-EBSCO-RRBM Award for Responsible Research in Marketing, 2024
Fellow, American Psychological Society, 2018
Marketing Science Institute Scholar, 2018
Wharton Iron Prof, 2014