Research Areas research areas


  • Justin Pomerance is an assistant professor in marketing at the University of New Hampshire's Paul College of Business and Economics, specializing in consumer behavior/consumer psychology. He received his undergraduate degree in Economics from Middlebury College in Vermont, receiving Highest Honors. He then spent one year as a consultant in Manhattan before moving to Boulder Colorado. After a year working in a bicycle shop in Boulder, he joined the PhD at the University of Colorado.

    Justin's dissertation investigated the origins of the negative affect that people experience when they spend their money. He continues this research, as well as a number of other projects investigating when and why managers are hesitant to use marketing research, how people perceive progress towards their goals, the influence of fake news on consumer behavior, and how politics intersects with the marketplace.
  • Publications

    Academic Article

    Year Title
    2021 In These Uncertain Times: Fake News Amplifies the Desires to Save and Spend in Response to COVID-19Journal of the Association for Consumer Research2021

    Other Research Activities

    Teaching Activities

  • Applications in Digital Marktg Taught course 2020
  • Education And Training

    Full Name

  • Justin Pomerance