Rebecca Ratner

Professor leading studies in consumer behavior and social psychology, Rebecca Ratner is a distinguished Dean's Professor of Marketing at the University of Maryland. Her research delves into the intricate dynamics of how social norms and psychological factors influence consumer decisions. Ratner's work is particularly renowned for exploring the concept of variety seeking and the impact of memory on consumer choices. One of her notable studies, featured in the Journal of Consumer Psychology, investigates the willingness of individuals to sacrifice personal enjoyment for the sake of shared experiences with loved ones. This research underscores the profound value of proximity and togetherness in consumer behavior, offering insights into how social connections shape decision-making processes. Throughout her career, Ratner has been recognized for her exceptional contributions to both teaching and research. She has received the Distinguished Teaching Award, reflecting her commitment to fostering an engaging and insightful learning environment for her students. Additionally, her ability to effectively communicate complex research findings has earned her the Research Communicator Award from the University of Maryland. Rebecca Ratner's research interests extend to the influence of social norms on consumer behavior, where she examines how societal expectations and pressures can alter individual choices. Her work continues to contribute significantly to the field of marketing, providing valuable perspectives on the psychological underpinnings of consumer actions.