justin pomerance

Justin Pomerance

Assistant Professor
Marketing
Phone: (603) 862-5361
Office: Paul College, Room 255d, Durham, NH 03824
Websites:
Curriculum Vitae
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.

Courses Taught

  • ADMN 585: Marketing
  • MKTG 530: Survey of Marketing
  • MKTG 757: Integrated Marketng Communictn
  • MKTG 765: Applications in Digital Marktg

Education

  • Ph.D., Marketing, University of Colorado at Boulder
  • B.A., Economics, Middlebury College

Research Interests

  • Behavioral/Experimental Psychology
  • Economics
  • Emotional/Mental Health
  • Marketing

Selected Publications

  • Pomerance, J., & Van Boven, L. (2025). Party over product: People exaggerate the influence of political cues on others’ consumption preferences. International Journal of Research in Marketing, 42(1), 153-170. doi:10.1016/j.ijresmar.2024.07.007

  • Gladstone, J. J., & Pomerance, J. (2025). A glass half full of money: Dispositional optimism and wealth accumulation across the income spectrum.. J Pers Soc Psychol, 128(1), 147-195. doi:10.1037/pspp0000530

  • Pomerance, J., & Reinholtz, N. (2024). Cut me some slack! How perceptions of financial slack influence pain of payment. Psychology & Marketing, 41(5), 1100-1114. doi:10.1002/mar.21970

  • Pomerance, J., Light, N., & Williams, L. E. (2022). 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, 7(1), 45-53. doi:10.1086/711836

  • Pfeiffer, B., & Pomerance, J. (2025, February). The Politics of Self-Care: Conservatism, Identity, and the Specificity of Mental Health Consumption. In Society for Consumer Psychology Conference. Las Vegas.

  • Pfeiffer, B., & Pomerance, J. (2024, February). I’ll Go if You Go: The Role of Normative Influence in Mental Health Consumption. In Society for Consumer Psychology. Las Vegas.

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  • Most Cited Publications