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Claudia  Townsend

Claudia Townsend

Associate Professor, Marketing

Research Interests

Aesthetics and visual presentation in consumer choice; prosocial consumer behavior; optimizing donation pleas; and behavioral decision theory

Featured Publications

  • Buechel, Eva and Claudia Townsend (forthcoming), “Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics,” Journal of Consumer Research.

    Fajardo, Tatiana M., Claudia Townsend, and Willy Bolander (2018), “Toward an Optimal Donation Solicitation: Evidence from the Field of the Differential Influence of Donor-Related and Organization-Related Information on Donation Choice and Amount,” Journal of Marketing, 82 (2), 142-52.

    Townsend, Claudia (2017), “The Price of Beauty: The Differential Effects of Design With and Without Cost Implications on Donor Solicitations” Journal of Consumer Research, 44(1), 794-815.

    Sevilla, Julio and Claudia Townsend (2016), “The Space-to-Product Ratio Effect: How Interstitial Space Influences Aesthetic Appeal, Store Perceptions and Product Preference” Journal of Marketing Research, 53 (October), 665-681.

    Fajardo, Tatiana and Claudia Townsend (2016), “Where you say it matters: Why packages are a more believable source of product claims than advertisements” Journal of Consumer Psychology, 26 (3), 426-34.

    Roggeveen, Anne L., Dhruv Grewal, Claudia Townsend, and R. Krishnan (2015), “The Impact of Dynamic Presentation Format on Consumer Preferences for Hedonic Products and Services,” Journal of Marketing, November, 79(6), 34-49.

    van Tilburg, Miriam, Theo Lievan, Andreas Hermann, and Claudia Townsend (2015), “Beyond ‘Pink it and Shrink it’: The Influence of Product Gender through Aesthetics on Product Value”, Psychology and Marketing, 32 (4), 422-437.

    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 E. 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.

    Khushaba, Rami, Chelsea Wise, Sarath Kodagoda, Jordan Louviere, Barbara E. Kahn, and Claudia Townsend (2013), “Consumer Neuroscience: Assessing the Brain Response to Marketing Stimuli Using Electroencephalogram (EEG) and Eye Tracking,” Transactions on Systems, Man, and Cybernetics--Part C: Applications and Reviews, 40(9), 3803-3812.

    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), 415-428.

    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

  • Associate Professor, Marketing, Miami Herbert Business School
  • Assistant Professor, Marketing, Miami Herbert Business School
  • Senior Project Manager, Analytics Manager, BuzzBack Market Research
  • Associate Analyst, National Economic Research Associates (NERA)


  • Marketing research
  • Consumer behavior


  • Ph.D., Marketing, University California Anderson School of Management, 2010
  • B.A., Psychology, Magna Cum Laude, Economics, with honors, Brown University, 2000

Honors and Awards

  • Emerging Scholar Miami Herbert Business School, 2017
  • University of Miami Provost Research Award, 2013, 2015, 2016, and 2017
  • Excellence in Teaching award, University of Miami School of Business Administration, 2013
  • Apple Polishing Award, Nominee for Outstanding school-wide Faculty Member, 2013
  • UCLA Graduate Division Dissertation Year Fellowship, 2009 - 2010
  • Fellow, AMA-Sheth Doctoral Consortium, 2009
  • Grant Recipient, UCLA Center for International Business Education and Research, 2008
Claudia  Townsend


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