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. 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

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, 2022

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: 2024
    • 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
  • 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
  • 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
  • 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
  • Habits To Save Our Habitat: Using The Psychology Of Habits To Promote Sustainability
    • Journal: Behavioral Science & Policy
    • Status: Published
    • Date: 2021
    • Authors: Asaf Mazar, Geoff Tomaino, Ziv Carmon, Wendy Wood