James Wilkie

Professor James Wilkie is a 2005 Notre Dame alumnus with an M.S. and Ph.D. from Northwestern University (Kellogg School of Management) in marketing.

A consumer psychologist, his research interest examines how environmental cues and social norms can (automatically) influence consumers. He has explored: 1) the impact of gender perceptions and identity on consumer preferences of males vs. females, 2) how qualitative aspects of numeric information can bias consumers and 3) how activating "consumer" mindsets changes judgments and decisions.

His work has been published in some of marketing’s and psychology’s lead journals. "Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption." was highlighted as a 2016 "must-read" article for marketers by Marketing Science Institute's (MSI) Academic Trustees.

His projects have been featured in outlets such as The Wall Street Journal, The Washington Post, Scientific American, Time, NPR, CBSNews, The Guardian, Psychology Today, Boston Globe and the Toronto Star.