For a complete list of Jake’s research and publications, click here for his CV.

To see his profile at the Kellogg School of Management at Northwestern University, visit his faculty page here.

RESEARCH INTERESTS & EXPERTISE

  • Persuasion: What makes a message, advertisement, or recommendation persuasive? How can we best convince ourselves to act on our beliefs?
  • Word of Mouth: What gets people talking about news articles, videos, consumer product? When and why do people try to convince you to see their perspective?
  • Overconfidence: When does our self-perceived expertise exceed our actual abilities? How do incidental factors, like our emotions, bias our self-evaluations?
  • Moral Influence: How do our beliefs about what is or isn’t ethical influence our decision-making? How do we perceive others’ moral opinions and actions?

BOOK

The Handbook of Personalized Persuasion: Theory and Application (link)

PEER-REVIEWED PUBLICATIONS

2025: “Reactions to Undesired Outcomes: Evidence for the Opposer’s Loss Effect,” The Journal of Personality and Social Psychology

2024: “Production Enjoyment Asymmetrically Impacts Buyers’ Willingness to Pay and Sellers’ Willingness to Charge,” The Journal of Marketing

2024: “We Need to Understand ‘When’ Not ‘If’ Generative AI Can Enhance Personalized Persuasion [Commentary],” Proceedings of the National Academy of Sciences

2024: “The Potential of Generative AI for Personalized Persuasion at Scale,” Scientific Reports

2023: “Personal Misconduct Elicits Harsher Professional Consequences for Artists (vs. Scientists): A Moral Decoupling Process,” Psychological Science

2023: “Understanding the Magnitude of Hypocrisy in Moral Contradictions: The Role of Surprise at Violating Strong Attitudes,” Personality and Social Psychology Bulletin

2022: “Attributions of Emotion and Reduced Attitude Openness Prevent People from Engaging Others with Opposing Views” in the Journal of Experimental Social Psychology

2022: “Do Consumers Care About Morality? A Review and Framework for Understanding Morality’s Marketplace Influence” in Consumer Psychology Review

2021: “A Review and Conceptual Framework for Understanding Personalized Matching Effects in Persuasion” in the Journal of Consumer Psychology

2021: “Morality Matters in the Marketplace: The Role of Moral Metacognition on Consumer Purchasing” in Social Cognition

2020: “The ‘Buzz’ Behind the Buzz Matters: Tense and Energetic Arousal as Separate Motivations for Word of Mouth” in the Journal of Consumer Psychology

2019: “Perceived Knowledge Moderates the Relation between Subjective Ambivalence and the ‘Impact’ of Attitudes: An Attitude Strength Perspective” in Personality and Social Psychology Bulletin

2018: “The Role of Perceived Attitudinal Bases on Spontaneous and Requested Advocacy” in the Journal of Experimental Social Psychology

2017: “Are Some Attitudes More Self-Defining Than Others? Assessing Self-Related Attitude Functions and Their Consequences” in Personality and Social Psychology Bulletin

ACADEMIC CHAPTERS

Forthcoming: “From Advertisements to Word of Mouth: Understanding the Elaboration Likelihood Model in Consumer-Directed Persuasion” in The Handbook of Social Psychology and Consumer Behaviour

2025: “The Present and Future Landscape of Personalized Persuasion,” in The Handbook of Personalized Persuasion: Theory and Application

2025: “Understanding Effective Consumer Advertising and Word of Mouth through Personalized Persuasion,” in The Handbook of Personalized Persuasion: Theory and Application

2025: “An Introduction to Personalized Persuasion,” in The Handbook of Personalized Persuasion: Theory and Application

2017: “The Elaboration Likelihood Model:  Implications for Exercising, Dieting, and Doping,” in Persuasion and Communication in Sport and Physical Activity

2016: “The Elaboration Likelihood Model:  Understanding Consumer Attitude Change,” in International Handbook of Consumer Psychology

2015: “States of Consciousness,” in Noba’s Introduction to Psychology. http://noba.to/xj2cbhek