Justin Pomerance

Asst Professor
Assistant Professor of Marketing
Office: UNH Paul College, Paul College, Durham, NH 03824
Justin Pomerance

Justin Pomerance is an assistant professor in marketing at the University of New Hampshire's Paul College of Business and Economics, specializing in consumer behavior/consumer psychology. He received his undergraduate degree in Economics from Middlebury College in Vermont, receiving Highest Honors. He then spent one year as a consultant in Manhattan before moving to Boulder Colorado. After a year working in a bicycle shop in Boulder, he joined the PhD at the University of Colorado.

Justin's dissertation investigated the origins of the negative affect that people experience when they spend their money. He continues this research, as well as a number of other projects investigating when and why managers are hesitant to use marketing research, how people perceive progress towards their goals, the influence of fake news on consumer behavior, and how politics intersects with the marketplace.

Research Interests

  • Behavioral/Experimental Psychology
  • Economics
  • Marketing

Courses Taught

  • MKTG 765: Applications in Digital Marktg

Selected Publications

Pomerance, J., Light, N., & Williams, L. E. (2021). In These Uncertain Times: Fake News Amplifies the Desires to Save and Spend in Response to COVID-19. Journal of the Association for Consumer Research.