Biography

Dr. Liad Weiss is an Associate Professor of Marketing at Warwick Business School. His research explores how psychological factors shape consumer judgment and decision-making. His primary research area, Egocentric Categorization, examines how consumers relate products and brands to themselves, demonstrating how this self-focused perspective impacts cognition (e.g., memory, response time), perception (e.g., self and product judgments), and behavior (e.g., product choice, willingness to pay). His work, featured in top journals like the Journal of Consumer Research and Journal of Marketing Research, provides valuable insights for critical marketing strategies, including segmentation, targeting, positioning, and branding.

Research Interests

Key research questions explored by Dr. Weiss include:
Egocentric Categorization and Product Judgment (Weiss & Johar 2013, JCR):
When do consumers judge products they own less favorably than those they do not own? This study disrupts the conventional belief that ownership automatically elevates product judgment, uncovering circumstances where owning a product can lead to less favorable evaluations.
Self-Judgment Influenced by Product Ownership (Weiss & Johar 2016, JCR):
Can ownership affect not only our view of products but also our self-perception? Dr. Weiss's research reveals that owning a product can significantly shape how we see ourselves, showing that products influence personal traits and behaviors more than previously understood.
Enhancing Brand Loyalty with Person-Related Features (Weiss 2022, JCR):
Should brands communicate differently with existing customers versus new ones? This research highlights how brands can strengthen loyalty by describing product features in person-related terms (e.g., "beauty" or "strength") for existing customers, resulting in greater preference and willingness to pay, as compared to product-centered descriptions like "aesthetics" or "durability."
Consumer Identity and Brand Preference (Weiss & Tanner 2025, JCR):
How does consumer identity influence brand preference, especially with products linked to the self? This research challenges the assumption that stronger identity connections always translate to higher brand preference. It shows that in contexts where identities are not dependent on products, consumer preference may weaken, offering insights into when and how identity-linked marketing strategies succeed or falter.
Dr. Weiss's research challenges established theories in consumer behavior, offering fresh perspectives on how identity, ownership, and egocentric categorization impact consumer decision-making. His work provides both theoretical advancements for academic research and practical insights for enhancing marketing strategies, particularly in fostering brand loyalty and refining consumer-product relationships.