Rom Y. Schrift Curriculum Vitae, January 2024
Kelley School of Business Indiana University
1309 E. 10th St., Office 2155 Bloomington, IN 47405
Phone: 812-856-1081 Email: rschrift@iu.edu
ACADEMIC EMPLOYMENT
Arthur M. Weimer Faculty Fellow, Kelley School of Business, Indiana University 2023 – present
Visiting Associate Professor of Marketing, Yale School of Management 2023
Associate Professor of Marketing, Kelley School of Business, Indiana University 2019 – present
Claude Marion Endowed Faculty Scholar, The Wharton School, University of Pennsylvania 2014 – 2015
Assistant Professor of Marketing, The Wharton School, University of Pennsylvania 2011 – 2019
EDUCATIONAL BACKGROUND
Ph.D. (with Honors), Marketing, May 2011
Columbia Business School, Columbia University, New York, NY
M.B.A. (with Honors), Marketing, June 2006
The Jerusalem School of Business Administration, The Hebrew University of Jerusalem, Jerusalem, Israel
B.Sc., Mechanical Engineering, June 2002
Faculty of Engineering Sciences, Ben-Gurion University of the Negev, Beer-Sheva, Israel
1
RESEARCH INTERESTS
Regulation of Conflict and Effort in Choice / Preference Formation and Decision Making /
Empathy and Social Influence / Multitasking and Persistence / Sense of Autonomy / Systematic Approaches to Creativity
PUBLISHED AND ACCEPTED MANUSCRIPTS
• Kivetz, Ran, Oded Netzer, and Rom Y. Schrift (2008), “The Synthesis of Preference: Bridging Behavioral Decision Research and Marketing Science,” Journal of Consumer Psychology, 18(3), 179-186
• Schrift, Rom Y., Oded Netzer, and Ran Kivetz (2011), “Complicating Choice,” Journal of Marketing Research, 48(2), 308-326
- Winner of the Best Competitive Paper Award, SCP 2010
- Finalist, O’Dell Award, Journal of Marketing Research, 2016
- Honorable Mention, AMA/John Howard, Doctoral Dissertation Competition, 2011 - Honorable Mention, AMS Mary Kay Doctoral Dissertation Competition, 2011
• Parker, Jeffrey R., and Rom Y. Schrift (2011), “Rejectable Choice-Sets: How Seemingly Irrelevant No-Choice Options Affect Consumer Decision Processes,” Journal of Marketing Research, 48(5), 840-854
- Winner of the Best Student Paper Award, SCP 2010
• Schrift, Rom Y., and Jeffrey R. Parker (2014), “Staying the Course: The Option of Doing Nothing and Its Impact on Postchoice Persistence,” Psychological Science, 25(3), 772-780
• Schrift, Rom Y., and Moty Amar (2015), “Pain and Preferences: Observed Decisional Conflict and the Convergence of Preferences,” Journal of Consumer Research, 42(4), 515-534
- Winner of the Best Competitive Paper Award, ACR 2015
• Schrift, Rom Y., Ran Kivetz, and Oded Netzer (2016), “Complicating Decisions: The Work Ethic Heuristic and the Construction of Effortful Decisions,” Journal of Experimental Psychology: General, 145(7), 807-829
• Cheng, Yimin, Anirban Mukhopadhyay, and Rom Y. Schrift (2017), “Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost-Benefit Heuristic in Goal Pursuit,” Journal of Marketing Research, 54(4), 636-649
2
• Schrift, Rom Y., Jeffrey R. Parker, Gal Zauberman, and Shalena Srna (2018), “Multi-Stage Decision Processes: The Impact of Attribute Order on How Consumers Mentally Represent Their Choice,” Journal of Consumer Research, 44(6), 1307-1324
• Srna, Shalena, Rom Y. Schrift, and Gal Zauberman (2018), “The Illusion of Multitasking and Its Positive Effect on Performance,” Psychological Science, 29(12), 1942-1955
• Ascarza, Eva, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce G.S. Hardie, Aurélie Lemmens, Barak Libai, David Neal, Foster Provost, and Rom Y. Schrift (2018), “In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions,” Customer Needs and Solutions, 5(1-2), 65-81
• Carmon, Ziv, Rom Y. Schrift, Klaus Wertenbroch, and Haiyang Yang (2019), “Designing AI Systems that Customers Won’t Hate,” MIT Sloan Management Review,
• Zwebner, Yonat, and Rom Y. Schrift (2020), “On My Own: The Aversion to Being Observed During the Preference-Construction Stage” Journal of Consumer Research, 47(4), 475-499
• Wertenbroch Klaus, Rom Y. Schrift, Joseph W. Alba, Alixandra Barasch, Amit Bhattacharjee, Markus Giesler, Joshua Knobe, Donald R. Lehmann, Sandra Matz, Gideon Nave, Jeffrey R. Parker, Stefano Puntoni, Yanmei Zheng, Yonat Zwebner (2020), “Autonomy in Consumer Choice,” Marketing Letters, 31(4), 429-439
• Kim, Nicole, Yonat Zwebner, Alixandra Barasch, and Rom Y. Schrift (2023), “You Must Have a Preference: The Impact of No Preference Communication on Joint Decision-Making”, Journal of Marketing Research, 60(1), 52-71
CASES AND TEACHING NOTES
• Goldenberg, Jacob, and Rom Y. Schrift, “Less Is More: How Industry Giants Like Apple and Philips Really Innovate,” Columbia CaseWorks, Columbia Business School, September 2016
• Goldenberg, Jacob, and Rom Y. Schrift, “Creative Connections: How Companies Innovate by Crafting New Links between Attributes,” Columbia CaseWorks, Columbia Business School, August 2017
3
• Goldenberg, Jacob, and Rom Y. Schrift, “Go Forth and Multiply: Unlocking Successful Innovation,” Columbia CaseWorks, Columbia Business School, September 2018
WORKING PAPERS AND PROJECTS UNDER REVIEW
• Kyu Ree Kim and Rom Y. Schrift, “To Profit or To Assist? How The Interplay between Product Recommendations and Relative Prices Impacts Consumers’ Inferences and Choice” (invited for 2nd round revision at the Journal of Consumer Research)
• Zwebner, Yonat, and Rom Y. Schrift, “The Objectivity Illusion of Ranking Procedures: How and Why Ranking Alleviates Decision Difficulty” (working paper)
• Zwebner, Yonat, Rom Y. Schrift, Shoshana Segal, and Shalena Srna, “The Downside of Being ‘Good’: People are Less Forgiving of Nonprofits than For-profits after Transgressions” (working paper)
• Goldenberg, Jacob, and Rom Y. Schrift, “The Contradiction Principle,” Columbia CaseWorks, Columbia Business School, (teaching case)
HONORS AND AWARDS
• Inaugural Joseph Braden Fellowship, Kelley School of Business, 2023
• Excellence in Teaching Award, Undergraduate Division, The Wharton School, 2018 • “Top 40 Undergraduate Professors,” Poets & Quants Selection, 2017
• Excellence in Teaching Award, Undergraduate Division, The Wharton School, 2017 • Marketing Science Institute Young Scholar Award, 2017
• Finalist, 2016 William F. O’Dell Award, Journal of Marketing Research • Best Paper Award, Association for Consumer Research, 2015
• The Claude Marion Endowed Faculty Scholar Award, 2014-2015
• Excellence in Teaching Award, Undergraduate Division, The Wharton School, 2014 • Excellence in Teaching Award, Undergraduate Division, The Wharton School, 2012
• AMA / John A. Howard, Doctoral Dissertation Competition, 2011, Honorable Mention • Mary Kay Doctoral Dissertation Competition, 2011, Honorable Mention
• Best Competitive Paper Award, Society for Consumer Psychology, 2010 Winter Conference • Best Student Paper Award, Society for Consumer Psychology, 2010 Winter Conference
• AMA-Sheth Doctoral Consortium Fellow, Texas Christian University, 2010 • Annual UH Doctoral Symposium Fellow, University of Houston, 2010
4
INVITED TALKS
• Bocconi University, Milan, Italy, Summer 2022
• Coller School of Management, Tel Aviv University, Spring 2022
• Marshall School of Business, University of Southern California, Fall 2021 • Ross School of Business, University of Michigan, Spring 2021
• The Chinese University of Hong Kong (CUHK) Business School, Spring 2021
• Journal of Marketing Research Development Workshops, Hong Kong and Beijing, Spring 2019 • Alfred Lerner College of Business and Economics, University of Delaware, Fall 2018
• Warrington College of Business, University of Florida, Fall 2018 • Kelley School of Business, Indiana University, Fall 2018
• Fox School of Business, Temple University, Fall 2018
• Graduate School of Business Administration, Bar-Ilan University, Spring 2018 • Rady School of Management, University of California San Diego, Spring 2018 • GBM Workshop, Fox School of Business, Temple University, Spring 2018
• Alberta School of Business, University of Alberta, Spring 2018 • Columbia Business School, Columbia University, Spring 2018 • London Business School, London, UK, May 2017
• Bocconi School of Management, Milan, Italy, May 2017
• The Fuqua School of Business, Duke University, Durham, NC, April 2017 • INSEAD, Fontainebleau, France, June 2016
• Tel-Aviv University School of Management, Tel Aviv, Israel, March 2016 • Stanford Graduate School of Business, Stanford University, January 2016
• S. C. Johnson Graduate School of Management, Cornell University, January 2015 • Arison School of Business, IDC Herzliya, Israel, May 2014
• Anderson School of Management, University of California, Los Angeles, April 2013 • The William Davidson Faculty of Engineering, Technion, March 2012
• Yale School of Management, February 2012
• Psychology Department, The Hebrew University of Jerusalem, January 2012 • Ono Academic College, December 2011
• Arison School of Business, the Interdisciplinary Center (IDC), August 2011 • The Johns Hopkins Carey Business School, November 2010
• The Hong Kong University of Science and Technology, November 2010 • The Wharton School, University of Pennsylvania, October 2010
• Stanford Graduate School of Business, Stanford University, October 2010 • Rotman School of Management, University of Toronto, October 2010
• The University of Chicago Booth School of Business, October 2010 • London Business School, October 2010
• Tuck School of Business at Dartmouth, October 2010
• Stern School of Business, New York University, September 2010
• Leeds School of Business, University of Colorado at Boulder, September 2010 • Smeal College of Business, The Pennsylvania State University, September 2010 • School of Business Administration, University of Miami, September 2010
• Robert H. Smith School of Business, University of Maryland, September 2010
• The Jerusalem School of Business Administration, Hebrew University, January 2008
5
CONFERENCE PRESENTATIONS & GUEST LECTURE
• Special Session “The Systematic Approach to Creativity in New Product Development,” Columbia Business School, Columbia University, November 2023
• Special Session “Creativity in Advertisements & Marketing Communications,” The Wharton School, University of Pennsylvania, November 2023
• Special Session “Joint Decisions and Joint Consumption: When and How Consumers Prefer, Communicate About, and Choose What to Share” with Nicole Kim, Yonat Zwebner, and Alix Barasch, Association for Consumer Research, Denver, CO, October 2022
• “The Effects of Price Promotions on New Customer Acquisition for Information Goods”, with Daniela Schmitt, Raghuram Iyengar, and Florian Stahl, EMAC Annual Conference, May 2022
• “The Impact of Relative Pricing and Recommendations on Consumers’ Trust and Choice”, with Kyu Ree Kim, Society for Consumer Psychology 2022 Annual Conference.
• “The Objectivity Illusion of Ranking Procedures: How and Why Ranking Alleviates Decision Difficulty,” with Yonat Zwebner, Association for Consumer Research, Online Conference, October, 2020
• Perceived Autonomy in Consumer Choice, the 11th Triennial Invitational Choice Symposium, Chesapeake Bay, MD, May, 2019 (session co-chair)
• Doctoral Symposium, Society for Consumer Psychology, Savannah, GA, February, 2019
• “Preferences Under Construction: Decision-Makers’ Aversion to Being Observed During the Deliberation Phase,” with Yonat Zwebner, Behavioral Decision Research in Management, Boston, IL, June, 2018
• “Choosing vs. Ranking: Elicitation Modes and Their Impact on Consumers’ Subjective Experience of Difficulty,” with Yonat Zwebner, Association for Consumer Research, San Diego, CA, October, 2017
• “The Illusion of Multitasking and Its Effect on Performance,” with Shalena Srna and Gal Zauberman, Society for Consumer Psychology, San Francisco, CA, February, 2017
• “A Prediction Gap in the Effect of Income Tax on Effort,” with Shalena Srna and Gal Zauberman, Society for Consumer Psychology, San Francisco, CA, February, 2017
• “Multitasking: Perception and Performance,” with Shalena Srna and Gal Zauberman, Society for Judgment and Decision Making Conference, Boston, MA, November, 2016
• “The Aversion to Being Observed During Conflict and Its Impact on Choice,” with Yonat Zwebner, Society for Judgment and Decision Making Conference, Boston, MA, November, 2016
• “Multitasking: Perception and Performance,” with Shalena Srna and Gal Zauberman, Association for Consumer Research, Berlin, Germany, October, 2016
• "How and When Consumers Make Tradeoffs," with Yonat Zwebner, Special Session at the Association for Consumer Research, Berlin, Germany, October, 2016
• “Active vs. Passive Choice and Its Impact on Customer Churn,” IDEA conference, Atlanta, GA, June 2016
• “Multitasking: Perception and Performance,” with Shalena Srna and Gal Zauberman, Behavioral Decision Research in Management, Toronto, Canada, June, 2016
• “Multi-Stage Decisions Change How Decision-Makers Categorize Their Chosen Option,” with Jeffrey R. Parker, Gal Zauberman and Shalena Srna, Behavioral Decision Research in Management, Toronto, Canada, June, 2016
• “How Observing Others’ Decisional Conflict Impacts Our Own Preferences,” with Moty Amar, Association for Psychological Science, Chicago, IL, May, 2016
• Choice Symposium, Lake Louise, Alberta, CA, May, 2016
6
• “Decision-Tree Structures and Their Impact on Similarity Judgment and Replacement Options,” with Jeffrey R. Parker, Gal Zauberman, and Shalena Srna, Society for Consumer Psychology, St. Pete Beach, FL, February, 2016
• “Pain and Preferences: The Impact of Other’s Decisional Conflict on Our Own Preferences,” with Moty Amar, Association for Consumer Research, New Orleans, LA, October, 2015
• “Illusions of Preference Construction,” with Ran Kivetz and Oded Netzer, Special Session at the Association for Consumer Research, New Orleans, LA, October, 2015
• “Beyond the Choice Set: The Impact of Considering Similar Outside Options,” with Jeffrey R. Parker, Gal Zauberman, and Shalena Srna, Special Session at the Association for Consumer Research, New Orleans, LA, October, 2015
• “God, Luck and the World: Consequences of Consumer Beliefs on Judgment and Choice,” with Yimin Cheng and Anirban Mukhopadhyay, Special Session at the Association for Consumer Research, New Orleans, LA, October, 2015
• “What Makes You Pay? Features of Incentives and the Distribution of Benefits in Financial Behavior,” with Shalena Srna and Gal Zauberman, Special Session at the Association for Consumer Research, New Orleans, LA, October, 2015
• “Pain and Preferences: Observed Decisional Conflict and the Convergence of Preferences,” Four School Conference, Stern School of Business, NYU, April, 2015
• “Pain and Preferences: Observed Decisional Conflict and the Convergence of Preferences,” Society for Consumer Psychology Conference, Phoenix, AZ, February, 2015
• “Extending the Classic and Embracing the New: Frontier of Consumer Lay Theory Research,” symposium at the Society for Consumer Psychology Conference, Phoenix, AZ, February, 2015
• “Pain and Preferences: Observed Decisional Conflict and the Convergence of Preferences,” Society for Judgment and Decision Making Conference, Long Beach, CA, November, 2014
• “Rejectable Choice Sets and Post-Choice Persistence,” Society for Consumer Psychology Conference, Miami, FL, March, 2014
• “Staying the Course: The Impact of No-choice Options on Post-Choice Persistence,” with Jeffrey R. Parker, Society for Judgment and Decision Making Conference, Toronto, CA, November, 2013
• “Harder Than It Should Be: The Effort-Outcome Link and the Construction of Deliberative Choice Processes,” Society for Judgment and Decision Making Conference, Toronto, CA, November, 2013
• “Staying the Course: The Impact of No-choice Options on Post-Choice Persistence,” with Jeffrey R. Parker, Association for Consumer Research Conference, Chicago, IL, October, 2013
• “No-choice Options and Post-Choice Persistence,” with Jeffrey R. Parker, Marketing in Israel, Technion – Israel Institute of Technology, Haifa, Israel, December, 2012
• 2011 Winter Decision Making Symposium, San Francisco, CA, December 2011
• “Creating the Illusion of Choice through Selective Information Search and Retrieval,” with Ran Kivetz and Oded Netzer, Association for Consumer Research Conference, St. Louis, MO, October, 2011
• “Complicating Choice,” with Oded Netzer and Ran Kivetz, AMS Annual Conference, Coral Gables, FL, May, 2011
• “The Rejectable Choice Set: How Seemingly Irrelevant No-choice Options Affect Decisions,” with Jeffrey R. Parker, the 28th Annual UH Doctoral Symposium, Bauer College of Business, University of Houston, April, 2010
• “Complicating Choice,” with Oded Netzer and Ran Kivetz, Society for Consumer Psychology, St. Pete Beach, FL, February, 2010
• “The Rejectable Choice Set: How Seemingly Irrelevant No-choice Options Affect Decisions,”
7
with Jeffrey R. Parker, Society for Consumer Psychology, St. Pete Beach, FL, February, 2010 • “Complicating Choice,” with Oded Netzer and Ran Kivetz, Society for Judgment and Decision
Making Conference, Boston, MA, November, 2009
• “The Rejectable Choice Set: How Seemingly Irrelevant No-choice Options Affect Decisions,” with Jeffrey R. Parker, Society for Judgment and Decision Making Conference, Boston, MA, November, 2009
• “The Constructive Role of Effort in Consumer Choice,” (Session Chair) and “Complicating Choice,” with Oded Netzer and Ran Kivetz, Association for Consumer Research Conference, Pittsburgh, PA, October, 2009
• “From Diligence to Hindrance,” with Oded Netzer and Ran Kivetz, Marketing in Israel, Tel-Aviv University, Tel-Aviv, Israel, December, 2008
• “From Diligence to Hindrance,” with Oded Netzer and Ran Kivetz, White Box Advisors Graduate Student Conference, Yale School of Management, New Haven, CT, May, 2008
MENTORSHIP AND WORK WITH STUDENTS
• Kyu-Ree Kim, Indiana University PhD, Dissertation Committee Chair
• Wenqian Ni, Indiana University PhD, Dissertation Committee Member
• Graham Overton, Bocconi University PhD, Dissertation Committee Member
• Cris Henderson, Joint Phd Program Marketing and Public Health, Advisory Committee • Pooja Somasundaram, Indiana University PhD, Dissertation Committee Member
• Nahid Ibrahim, University of Alberta, Dissertation Committee Member 2021 • Kyu-Ree Kim, Indiana University PhD, Faculty Mentor 2019-2020
• Devanshi Ruparel, Indiana University Undergraduate, Honor Thesis Advisor 2020-2021
• Shalena Srna, Wharton PhD, Main Advisor, Committee Chair, and Co-author (Placement: U. Michigan, Ross School of Business)
• Yonat Zwebner, Post-Doctorate Fellow at Wharton, Faculty Sponsor and Co-author • Jackie Silverman, Wharton PhD, Dissertation Committee Member
• Sydney Scott, Wharton PhD, Dissertation Committee Member • Alix Barasch, Wharton PhD, Dissertation Committee Member • Jae Young Lee, Wharton PhD, Dissertation Committee Member
• Yimin Cheng, HKUST PhD, Dissertation Committee Member and Co-Author
8
TEACHING
Kelley School of Business, Indiana University
• Kelley Direct - Systematic Approached to Creativity (Winter 2022) • Creativity and Communication (Spring 2023)
• PhD Special Topics Seminar (Spring 2021)
• Marketing Honors I-Core (Fall 2019, Fall 2020, Fall 2021)
The Wharton Business School, University of Pennsylvania
• Developed the Systematic Approach to Creativity Course
• Systematic Creativity in Business, WEMBA, MBA and Undergraduate programs
(Fall 2011-2013, Fall 2015-2018)
• Consumer Behavior, undergraduate (Summer 2012, Fall 2012)
SERVICE TO DEPARTMENT, SCHOOL, AND UNIVERSITY
Kelley School of Business, Indiana University
• Tenure Track Recruiting Committee, 2019/20, 2020/21, 2021/22, 2022/23 • Non-tenure Track Search Committee, 2022/23
• Doctoral Program Recruiting Committee, 2021/22
• Honors Program Committee, 2019/20, 2020/21, 2021/22 • Haring Symposium Co-chair, 2020/21, 2021/22, 2022/23 • M-Core Committee, 2022/23
• M344 Committee, 2022/23
• Kelley Direct Policy Committee, 2022/23
• Department Governance Committee, 2022/23 • New Initiatives/Programs Committee, 2022/23
• TAMID, Indiana University Club, Faculty Advisor, 2022/23
The Wharton School, University of Pennsylvania • PhD Committee, 2016-2018
• Interdisciplinary Decision Process Seminar Co-Organizer, 2016-2018 • AMA Recruiting Committee, 2014, 2015
• University Council Committee on Facilities, 2014 • Marketing Chair Selection Committee, 2013
• Interdisciplinary Decision Process Seminar Co-Organizer, 2012-2014 • Marketing Colloquia Organizer, 2011-2012
9
SERVICE TO JOURNALS/CONFERENCES
Editorial Review Board:
- Journal of the Association for Consumer Research (special issue on consumer privacy 2023-2024)
- International Journal of Research in Marketing (2015-2020) - Journal of Marketing Research (2016-2020)
Journal Reviewer:
California Management Review Computers in Human Behavior
International Journal of Research in Marketing Journal of Behavioral Decision Making
Journal of Consumer Psychology Journal of Consumer Research
Journal of Experimental Social Psychology Journal of Interactive Marketing
Journal of Judgment and Decision Making Journal of Marketing
Journal of Marketing Research Management Science Marketing Letters
Marketing Science Psychological Science Psychology and Marketing
Organizational Behavior and Human Decision Processes Conference Area Editor and Trach Chair:
Society for Consumer Psychology, 2022 Conference Program Committee:
Society for Consumer Psychology, 2018, 2019, 2020, 2022 Association for Consumer Research, 2017
Member on the Advisory Panel of the Society for Consumer Psychology 10
Conference and Competitions Reviewer: Association for Consumer Research Society for Consumer Psychology
MSI Alden G. Clayton Doctoral Dissertation Competition SCP Dissertation Competition
PROFESSIONAL AFFILIATION
Association for Consumer Research (ACR) American Marketing Association (AMA) Society for Consumer Psychology (SCP)
Society for Judgment and Decision Making (SJDM) Association for Psychological Science (APS) Academy of Marketing Science (AMS)
11