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Faculty and Staff

Claudia  Townsend

Claudia Townsend

Assistant Professor, Marketing

(305) 284-1804
Kosar Epstein 517

Research Interests

  • Judgment and decision making
  • Behavioral decision theory
  • Aesthetics and product design in choice
  • Self concept and consumer choice

Selected Publications

Shu, Suzanne B. and Claudia Townsend (2014), “Using Aesthetics and Self-affirmation to Encourage Openness to Risky (and Safe) Choices,” Journal of Experimental Psychology: Applied, 20 (March), 22-39.

Townsend, Claudia and Barbara Kahn (2014), “The Visual Preference Heuristic”: The Influence of Visual Versus Verbal Depiction on Assortment Processing, Perceived Variety, and Choice Overload,” Journal of Consumer Research, 40 (5), 993-1015.

Townsend, Claudia and Wendy Liu (2012), “Is Planning Good for You? The Differential Impact of Planning on Self Regulation,” Journal of Consumer Research, 39 (4), 688-703.

Townsend, Claudia and Sanjay Sood (2012), “Self-Affirmation Through the Choice of Highly Aesthetic Products,” Journal of Consumer Research, 39, 2(August), 415-428.

  • Reprinted (2013) Volume 40 June Supplement: Research Curations 2012

Townsend, Claudia and Suzanne B. Shu (2010), “When and how aesthetics influences financial decisions,” Journal of Consumer Psychology, 20(4), 452-458.

Teaching and Professional Experience

  • Assistant Professor, University of Miami
  • Senior Project Manager, Analytics Manager, BuzzBack Market Research
  • Associate Analyst, National Economic Research Associates (NERA)


  • Ph.D., University of California, Los Angeles, 2010
  • B.A., Brown University, 2000


  • Marketing Research
  • Consumer Behavior

    School of Business Administration
    P.O. Box 248027, Coral Gables, Florida 33124-6520
TEL: 305-284-4643
FAX: 305-284-6526
GRADUATE: 305-284-2510
UNDERGRADUATE: 305-284-4641