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Faculty and Staff

Juliano  Laran

Juliano Laran

Professor, Marketing

(305) 284-4671
Kosar Epstein 505

Research Interests

  • Cognitive properties of goals, self-regulation, associative learning

Selected Publications

You can find an updated list of publications and working papers on my Curriculum Vitae link.

Laran, Juliano and Michael Tsiros (2013), "An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts," Journal of Marketing, 77 (March), 112-23.

Laran, Juliano and Anthony Salerno (2013), "Life History Strategy, Food Choice, and Caloric Consumption," Psychological Science, 24 (February), 167-73.

Laran, Juliano, Amy Dalton, and Eduardo Andrade (2011), "Why Consumers Rebel Against Slogans," Harvard Business Review, November, 34.

Laran, Juliano and Keith Wilcox (2011), "Choice, Rejection, and Elaboration on Preference-Inconsistent Alternatives," Journal of Consumer Research, 38 (August), 229-41.

Laran, Juliano, Amy Dalton, and Eduardo Andrade (2011), "The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects," Journal of Consumer Research, 37 (April), 999-1014.

Laran, Juliano and Chris Janiszewski (2011), "Work or Fun? How Task Construal and Completion Influence Regulatory Behavior," Journal of Consumer Research, 37 (April), 967-83.

 Laran, Juliano (2010), "Goal Management in Sequential Choices: Consumer Choices for Others Are More Indulgent Than Personal Choices," Journal of Consumer Research, 37 (August), 304-14.

Laran, Juliano (2010), "Choosing Your Future: Temporal Distance and the Balance Between Self-Control and Indulgence," Journal of Consumer Research, 36 (April), 1002-15.

Laran, Juliano (2010), "The Influence of Information Processing Goal Pursuit on Post-Decision Affect and Behavioral Intentions," Journal of Personality and Social Psychology, 98 (January), 16-28.

Fay, Scott and Juliano Laran (2009), "Implications of Expected Changes in the Seller's Price in Name-Your-Own-Price Auctions," Management Science, 55 (November), 1783-96.

Laran, Juliano and Chris Janiszewski (2009), "Behavioral Consistency and Inconsistency in the Resolution of Goal Conflict," Journal of Consumer Research, 35 (April), 967-84.

Cunha, Jr., Marcus and Juliano Laran (2009), "Asymmetries in the Sequential Learning of Brand Associations: Implications for the Early Entrant Advantage," Journal of Consumer Research, 35 (February), 788-99.

Laran, Juliano, Chris Janiszewski, and Marcus Cunha, Jr. (2008), "Context-Dependent Effects of Goal Primes," Journal of Consumer Research, 35 (December), 653-67.

Cunha, Jr., Marcus, Chris Janiszewski, and Juliano Laran (2008), “Protection of Prior Learning in Complex Consumer Learning Environments,” Journal of Consumer Research, 34 (April), 850-64.

Sawyer, Alan, Juliano Laran, and Jun Xu (2008), “The Readability of Marketing Journals: Are Award-Winning Articles Better Written?,” Journal of Marketing, 72 (January), 108-17.

Teaching and Professional Experience

  • Associate Professor, University of Miami
  • Instructor, University of Florida
  • Partner, Conversation and Culture English Institute
  • Recent consulting areas include Marketing research, planning, and strategy


  • Ph.D., University of Florida
  • M.Sc., Federal University of Rio Grande do Sul
  • B.A., Universidade do Vale do Rio dos Sinos

    School of Business Administration
    P.O. Box 248027, Coral Gables, Florida 33124-6520
TEL: 305-284-4643
FAX: 305-284-6526
GRADUATE: 305-284-2510
UNDERGRADUATE: 305-284-4641