Dr Liad Weiss
Associate Professor
(Marketing Group)

2023-present: Associate Professor, University of Warwick
2013-2023: Assistant Professor, University of Wisconsin-Madison

2013: Ph.D., Department of Marketing, Columbia University
2012: Master of Philosophy, Department of Marketing, Columbia University
2007: Master of Science, Behavioral and Management Sciences The William Davidson Faculty of Industrial Engineering and Management Technion - Israel Institute of Technology, Haifa, Israel.
2006: Bachelor of Science in Industrial Engineering and Management The William Davidson Faculty of Industrial Engineering and Management, Technion - Israel Institute of Technology, Haifa, Israel. Graduate with Honors

Self-concept & Identity . Social-Cognition . Consumer Judgment & Decision Making . Product & Brand Preference . Brand Loyalty . Segmentation . Targeting . Positioning

2024 - WBS Outstanding Mid-Career Researcher Award
2024 - SCP Doctoral Consortium Faculty
2023 - Outstanding Reviewer Award by Journal of Consumer Psychology
2022 - Outstanding Reviewer Award by Journal of Consumer Psychology
2017 - Wisconsin Naming Partners Fellow
2016 - Research Support Award
2012 - Doctoral Fellow, AMA Sheth Foundation Doctoral Consortium
2011 - Luxury Education Foundation Scholarship
2011 - Eugene M. Lang Research Grant
2011 - Doctoral Fellow, University of Houston Doctoral Symposium

Research Interests

Dr. Liad Weiss is an Associate Professor of Marketing at Warwick Business School. His work is focused on consumer judgment and decision-making from a psychological perspective. His primary research stream, Egocentric Categorization, explores how consumers categorize products and brands in relation to themselves and how this affects their cognition, perception, and behavior.

Some of the key questions Dr. Weiss has been studying in his research include:

1. Egocentric Categorization and Product Judgment (Weiss & Johar 2013, JCR):
When do consumers judge products they own less favorably than products they do not own? This inquiry challenges the traditional view that owned products are always judged more favorably than non-owned products.

2. Self-Judgment Influenced by Product Ownership (Weiss & Johar 2016, JCR):
Can gaining control over a product mean giving the product some control over us? Dr. Weiss's research has found that ownership can place profound constraints on our views of ourselves, indicating that our perception of our traits and behaviors can be influenced by the products we own.

3. Enhancing Brand Loyalty with Person-Related Features (Weiss 2022, JCR):
Should brands describe their products differently when communicating with their existing customers versus potential customers? This research demonstrates that brands can significantly boost product preference and willingness-to-pay among existing customers by describing product features using person-related terms (e.g., beauty, strength) rather than product-related terms (e.g., aesthetics, durability).

4. Consumer Identity and Brand Preference (Weiss & Tanner Forthcoming, JCR):
How does consumer identity affect their preference for self-linked products or brands? This research indicates that stronger consumer self-links to products or brands do not always lead to greater consumer preference, especially when consumer identities are not reliant on products.

These questions and findings from Dr. Weiss's research add nuance to established findings in consumer research, challenging traditional views and providing valuable insights for both academic study and practical marketing applications. His work is pivotal in understanding the complex interplay between consumer identity, product judgment, and marketing strategies.