Alexander G. Fulmer

Biography

Alexander Fulmer is an assistant professor of marketing at the Cornell Peter and Stephanie Nolan School of Hotel Administration within Cornell SC Johnson College of Business. Fulmer primarily studies the intangible aspects of products or services that influence how consumers construct value. By understanding what processes underpin consumer preference beyond the functional aspects of a company's offerings, his research identifies information companies should and should not communicate to consumers in order to enhance the consumer experience and valuation of products and services.

Fulmer graduated Summa Cum Laude and first in his class from the Nolan School. He completed a post baccalaureate psychology certificate program at Columbia University and graduated from Yale University with a PhD in marketing. At Nolan, Fulmer teaches Brand Management and Marketing Management for Services.

Selected Publications

• Fulmer, Alexander G.; Reich, Taly. "Promoting a product without increasing the promotion budget: How chance in promotions can heighten consumer demand"Journal of Consumer Psychology. (forthcoming).
• Fulmer, Alexander G.; Reich, Taly. "The biography of discovery: How unintentional discovery of resources influences choice and preference"Journal of Experimental Psychology: General. 152.6 (2023): 1671-1689
• Fulmer, Alexander G.; Reich, Taly. "Unintentional Inception: When a Premium Is Offered to Unintentional Creations"Personality and Social Psychology Bulletin. 49.1 (2023): 152-164
• Reich, Taly; Fulmer, Alexander G.; Dhar, Ravi. "In the face of self-threat: Why ambivalence heightens people’s willingness to act"Organizational Behavior and Human Decision Processes. 168 (2022): 104106
• Reich, Taly; Maglio, Sam; Fulmer, Alexander G. "No laughing matter: Why humor mistakes are more damaging for men than women"Journal of Experimental Social Psychology. 96 (2021): 104169

Awards and Honors

• Sophomore Teaching Award (2024) Cornell Peter and Stephanie Nolan School of Hotel Administration

Recent Courses

• AEM 4480 - Brand Management
• HADM 4480/HADM 6480 - Brand Management
• HADM 2430 - Marketing Management for Services

Academic Degrees

• PhD Marketing, Yale University, 2023
• MPhil Marketing, Yale University, 2020
• MA Marketing, Yale University, 2020
• Psychology Postbaccalaureate Certificate, Columbia University, 2017
• BS Nolan School of Hotel Administration, Cornell University, 2015

In the News

• December 21, 2022 Research: Consumers Value Fate in Marketing Narratives
• February 23, 2022 Nervous About Taking a Risk? Write a List of Pros and Cons.
• February 20, 2022 How to Overcome the Fear of Applying for a Promotion