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Liad Weiss

Liad Weiss
Assistant Professor | Marketing
4191B Grainger Hall


Liad Weiss is an Assistant Professor of Marketing at the University of Wisconsin-Madison’s School of Business.

In his research, Liad is interested in the interplay between consumers and brands. Liad’s research examines psychological processes that lead to, and ones that follow from, product acquisition, and how such processes affect product judgment and consumer choice.

Liad teaches the capstone Marketing Strategy class and the PhD seminar in Consumer Behavior. Liad earned his PhD in Marketing and Masters in Philosophy from Columbia University. He also holds an M.Sc. in Behavioral and Managerial Sciences as well as B.Sc. in Industrial Engineering and Management from the Technion-Israel Institute of Technology. Before his academic career, he worked as a customer manager and as a consultant in the field of IT Security.


Selected Published Journal Articles

Weiss, L. (2022). Egocentric Processing: The Advantages of Person-Related Features in Consumers’ Product Decisions Journal of Consumer Research

Johar, G. & Chung, J. & Weiss, L. (2019). Ownership and Identity: A Cognitive Perspective Handbook of Research on Identity Theory in Marketing

Weiss, L. & Kivetz, R. (2019). Opportunity Cost Overestimation Journal of Marketing Research

Weiss, L. & Johar, G. (2018). Psychological Ownership in Egocentric Categorization Theory Psychological Ownership and Consumer Behavior

Weiss, L. & Johar, G. (2016). Products as Self-Evaluation Standards: When Owned and Unowned Products have Opposite Effects on Self-Judgment Journal of Consumer Research

Weiss, L. & Johar, G. (2013). Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don’t) Journal of Consumer Research


Society for Judgment and Decision Making (2014) Product Retention in Consumer Choice

Association for Consumer Research (2014) Following-Through Opportunities: The Effects of Incidental versus Inherent Choices

Association for Consumer Research (2013) “Which Product to Retain? The Effect of Product-Related versus Person-Related Product Features”

Society for Consumer Psychology (2012) “The Impact of Incidental Ownership of Objects on Subsequent Behavior”

Annual UH Doctoral Symposium (2011) “From Categorization to Judgement: Seeing your Traits in What You Own (and Their Opposite in What You Don’t)”

Association for Consumer Research (2011) “The Impact of Incidental Ownership of Objects on Subsequent Behavior”

Society for Consumer Psychology (2011) “Object Self-Categorization and Egocentric Product Judgement”

Society for Judgement and Decision Making (2011) “Seeing-Through Opportunities: The Effect of Incidental (vs. Inherent) Choices”

Association for Consumer Research (2010) “Product Self-Categorization: When Ownership Negatively Affects Product Judgment”

Marketing in Israel (2010) “Product Self-categorization: When Product Ownership Can Negatively Affect Product Judgement”

European Association for Consumer Research (2009) “The Case of Co-occurring Opportunities: When Missing One Feels Like Missing Them All”

Association for Consumer Research (2007) “Proximity to or Progress Towards Receiving a Telephone Service? Perception Management of On-Hold Waiting Queues”