Geoff Tomaino

Geoff Tomaino

  • Assistant Professor

Location

  • Warrington College of Business
  • Marketing Department
  • Stuzin Hall 258
HomepageCVScholarly Works

I conduct research on consumer judgment and decision making, with a particular focus on how emerging technologies and features of modern decision environments shape consumer behavior and welfare.

In one stream of research, I study how consumers interact with artificial intelligence and other digital technologies. For example, I examine how people respond differently to persuasive attempts from AI versus other people, finding that people argue less with AI and can consequently become more susceptible to its influence. In related work, I study how AI assistance can affect consumers’ motivation to develop their own skills, how consumers respond to sponsored content in conversational versus traditional search, and how people evaluate decisions and support provided by AI systems. In other work related to these digital contexts, I examine how consumers value their data and evaluate the ways in which companies use their private information.

My second stream of research examines how people are impacted by friction in their environments and how they often underestimate these impacts. For example, I have shown that people significantly underestimate how frictions such as distance to a polling place affect voter turnout. In other work, I examine how even very small “microdelays” can meaningfully disrupt online learning.

Expertise and interest areas

  • Consumers and Technology
  • Judgment and Decision Making

News

All articles

Courses taught

  • Consumer Behavior (MAR3503)
  • Marketing Research for Managerial Decision Making (MAR6648)
  • Workshop in Marketing Research (MAR7925)

Education

    • Ph.D, Marketing/Marketing Management, General., INSEAD, 2023

Honors and awards

  • Best Working Paper
    • Association for Consumer Research
    • Date: 2023

Journal article publications

  • Ai And The Advent Of The Cyborg Behavioral Scientist
    • Journal: Journal of Consumer Psychology
    • Status: Published
    • Date: 2025
    • Authors: Geoff Tomaino, Alan David Judkins. Cooke, Jim Hoover
  • Ai And The Advent Of The Cyborg Behavioral Scientist
    • Journal: Journal of Consumer Psychology
    • Status: Published
    • Date: 2025
    • Authors: Alan D. Cooke, Geoff Tomaino, Jim Hoover, James Hoover, Alan Cooke
  • A Simple Method For Improving Generalizability In Behavioral Science: Scope Testing With Ai‐Generated Stimuli (Stags)
    • Journal: Consumer Psychology Review
    • Status: Published
    • Date: 2025
    • Authors: Geoff Tomaino, Asaf Mazar, Ziv Carmon, Klaus Wertenbroch
  • People Judge Others More Harshly After Talking To Bots
    • Journal: PNAS Nexus
    • Status: Published
    • Date: 2024
    • Authors: Kian Siong. Tey, Asaf Mazar, Geoff Tomaino, Angela L. Duckworth, Lyle H. Ungar
  • Presenting Time‐Series Data As Absolute Versus Relative Changes Impacts Judgments And Choices
    • Journal: Journal of Consumer Psychology
    • Status: Published
    • Date: 2024
    • Authors: Geoff Tomaino, Daniel J. Walters
  • How Artificial Intelligence Constrains The Human Experience
    • Journal: Journal of the Association for Consumer Research
    • Status: Published
    • Date: 2024
    • Authors: Ana Valenzuela, Stefano Puntoni, Donna Hoffman, Noah Castelo, Julian De Freitas, Berkeley Dietvorst, Christian Hildebrand, Young Eun. Huh, Robert Meyer, Miriam E. Sweeney, Sanaz Talaifar, Geoff Tomaino, Klaus Wertenbroch
  • Distance To Vaccine Sites Is Tied To Decreased Covid-19 Vaccine Uptake
    • Journal: PNAS Nexus
    • Status: Published
    • Date: 2023
    • Authors: Asaf Mazar, Daniel Jaro, Geoff Tomaino, Ziv Carmon, Wendy Wood
  • Intransitivity Of Consumer Preferences For Privacy
    • Journal: Journal of Marketing Research
    • Status: Published
    • Date: 2023
    • Authors: Geoff Tomaino, Klaus Wertenbroch, Daniel J. Walters
  • Americans Discount The Effect Of Friction On Voter Turnout
    • Journal: Proceedings of the National Academy of Sciences of the United States of America
    • Status: Published
    • Date: 2022
    • Authors: Asaf Mazar, Geoff Tomaino, Ziv Carmon, Wendy Wood