George E. Newman

Associate Professor of Management and Marketing

Faculty Directory

George Newman is an associate professor of marketing and management at the Yale School of Management. He also holds affiliated appointments in the department of psychology and the department of cognitive science at Yale University.
He is an expert in consumer behavior and consumer decision-making. His recent work focuses on questions related to the concepts of authenticity, identity, and the self. He has published more than 50 articles in leading scholarly journals, and his research has been featured in popular media outlets such as the New York Times, Scientific American, the Wall Street Journal, and the Economist. He has led seminars on various marketing and management topics for senior executives in North America and Asia.



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

Selected Articles

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

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

Tainted altruism: When doing some good is worse than doing no good at all

G. Newman and D. M. Cain
Psychological Science

Selected Working Papers

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