Jim Wilkie

Assistant Professor

Jim  Wilkie

Contact Information


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.

Areas of Expertise

Consumer Psychology

Automatic Judgment and Decision Making

Gender Perception / Gender Identity

Perceptions of Numeric/Price Information

Materialism/"Consumer" Mindsets


Ph D, Northwestern University

MS, Northwestern University

BBA, University of Notre Dame


"Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption", (with Aaron Brough, Jingjing Ma, Mathew Isaac, David Gal), Journal of Consumer Research, 43, 2016.

"The numerology of gender: Gendered perceptions of even and odd numbers", (with Galen Bodenhausen), Frontiers in Psychology, 6, 2015.

"Are Numbers Gendered?", (with Galen Bodenhausen), Journal of Experiment Psychology:General, 141, 2012.

"Cuing Consumerism: Situational Materialism Undermines Personal and Social Well-Being", (with Monika Bauer, Jung Kim, Galen Bodenhausen), Psychological Science, 23, 2012.

"Real Men Don't Eat Quiche: Regulation of Gender-Expressive Choices by Men", (with David Gal), Social Psychological and Personality Science, 1, 2010.