Jared Watson

– Assistant Professor of Marketing
Jared Watson

Joined Stern 2018

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 809
New York, NY 10012

E-mail jw5798@stern.nyu.edu
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Biography

Jared Watson joined the Leonard N. Stern School of Business, New York University, as an Assistant Professor of Marketing in July 2018, after completing his Ph.D. at the Robert H. Smith School of Business, University of Maryland.

Professor Watson is keenly focused on understanding the behaviors of consumers online, from what motivates them to how they respond to various marketer strategies. He is interested in how consumers process information, like product reviews, influencer posts, and news labels to form preferences and engagement decisions. He often utilizes the theoretical lenses of information diagnosticity and persuasion knowledge to ask, “how can companies best present information to consumers” and “what do consumers need to make the right decisions”? Parallel research asks, “what leads consumers to provide such information online?” such as the influx of positive reviews for Black-owned businesses in the wake of George Floyd’s murder or polarized reviews when The Red Hen denied a politician meal service. Through all his projects, the common theme is understanding how behavioral science can lead managers, consumers, and policymakers to make better, more effective decisions.

His work has been presented at academic conferences worldwide and has been published in the Journal of Marketing and is forthcoming in Marketing Science. He currently serves on the Editorial Review Boards for Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Interactive Marketing.

Before joining NYU Stern, Jared completed his Ph.D. at the University of Maryland. Prior to entering academia, he was a sales manager for Frito-Lay, managing 15 employees and over $10 million in annual revenue. But his proudest accomplishment is in landing an incredible wife, Natalie, and two amazing daughters, Evelyn and Willow.

Research Interests

  • Digital Economy
  • Social Media
  • Product Reviews
  • Word of Mouth
  • Information Diagnosticity
  • Persuasion Knowledge

Courses Taught

  • Consumer Behavior (Fashion & Luxury MBA)
  • Consumer Behavior (Undergraduate)

Academic Background

Ph.D., Marketing
Robert H. Smith School of Business, University of Maryland

B.A., Business Administration (Focus: Marketing)
Michael G. Foster School of Business, University of Washington



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