Geoff Tomaino
- Assistant Professor
Location
- Warrington College of Business
- Marketing Department
- Stuzin Hall 258
I conduct research on consumer judgment and decision making. More specifically, I examine how judgment biases harm consumer welfare across two research streams.
In the first stream, I focus on digital marketplaces. For instance, I show that consumers place a lower value on their private personal data when they trade their data for goods (e.g., digital goods such as video streaming) than when they trade their data in cash exchanges, reflecting an intransitivity in privacy preferences. In other work, I explore whether and why consumers accept non-instrumental explanations for algorithmic service denial decisions that do not help them reverse these service denials.
My second stream deals with the consequences of neglecting friction, or external circumstances which can inhibit one’s actions. For example, I document how underestimating the impact of voting frictions, such as distance to a polling place, can increase support for policies which make voting more difficult. I have validated this research in theoretical and applied settings, using incentive compatible lab experiments and field studies.
Expertise and interest areas
- Consumers and Technology
- Judgment and Decision Making
News
Sugar, pumpkin spice and everything nice: Why the seasonal hype hits every autumn | Geoff Tomaino – UF News
Is AI the new research scientist? Not so, according to a human-led study. – March 27, 2025 – In a comprehensive study examining the capabilities of artificial intelligence in academic research, University of Florida researchers have found that while AI can be a…
AI-powered smart carts: A secret weapon for grocery savings? | Geoff Tomaino – Money
Meet Warrington’s new faculty for 2023 – August 22, 2023 – The Warrington College of Business is proud to welcome five new faculty members to campus in the fall of 2023. Learn more about these outstanding…
Courses taught
- Consumer Behavior (MAR3503)
- Workshop in Marketing Research (MAR7925)
Education
- PhD, INSEAD, 2023
PhD students advised
- Chris DeFelice — 2024 — Current
- Olivia Chiavegato — 2025 — Current
- Raquel Alvarado — 2024 — Current
Journal article publications
- AI and the Advent of the Cyborg Behavioral Scientist
- Status: Published
- Journal: Journal of Consumer Psychology
- Published Year: 2025
- Authors: Geoff Tomaino, Alan Cooke, Jim Hoover
- A simple method for improving generalizability in behavioral science: Scope Testing with AI‐Generated Stimuli (STAGS)
- Status: Published
- Journal: Consumer Psychology Review
- Published Year: 2025
- Authors: Geoff Tomaino, Asaf Mazar, Ziv Carmon, Klaus Wertenbroch
- People judge others more harshly after talking to bots
- Status: Published
- Journal: PNAS Nexus
- Published Year: 2024
- Authors: Kian Tey, Asaf Mazar, Geoff Tomaino, Angela Duckworth, Lyle Ungar, Sherry Li
- Presenting time‐series data as absolute versus relative changes impacts judgments and choices
- Status: Published
- Journal: Journal of Consumer Psychology
- Published Year: 2024
- Authors: Geoff Tomaino, Daniel Walters
- How Artificial Intelligence Constrains the Human Experience
- Status: Published
- Journal: Journal of the Association for Consumer Research
- Published Year: 2024
- Authors: Ana Valenzuela, Stefano Puntoni, Donna Hoffman, Noah Castelo, Julian De Freitas, Berkeley Dietvorst, Christian Hildebrand, Young Huh, Robert Meyer, Miriam Sweeney, Sanaz Talaifar, Geoff Tomaino, Klaus Wertenbroch
- Distance to vaccine sites is tied to decreased COVID-19 vaccine uptake
- Status: Accepted
- Journal: PNAS Nexus
- Published Year: 2023
- Authors: Asaf Mazar, Daniel Jaro, Geoff Tomaino, Ziv Carmon, Angela Duckworth