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Faculty and Staff

Claudia  Townsend

Claudia Townsend

Assistant Professor, Marketing

(305) 284-1804
Jenkins 314L

Research Interests

  • Aesthetics and visual presentation in consumer choice
  • Prosocial consumer behavior, optimizing donation pleas
  • Behavioral decision theory

Selected Publications

Sevilla, Julio and Claudia Townsend, (Forthcoming) “The Space-to-Product Ratio Effect: How Interstitial Space Influences Aesthetic Appeal, Store Perceptions and Product Preference” Journal of Marketing Research.

Fajardo, Tatiana and Claudia Townsend, (Forthcoming) “Where you say it matters: Why packages are a more believable source of product claims than advertisements” Journal of Consumer Psychology.

Roggeveen, Anne L., Dhruv Grewal, Claudia Townsend, and R. Krishnan (2015) “The Impact of Dynamic Presentation Format on Consumer Preferences for Hedonic Products and Services,” Journal of Marketing, 79 (November), 34-49.

Shu, Suzanne B. and Claudia Townsend (2014), “Using Aesthetics and Self-affirmation to Encourage Openness to Risky (and Safe) Choices,” Journal of Experimental Psychology: Applied, 20 (March), 22-39.

Townsend, Claudia and Barbara Kahn (2014), “The Visual Preference Heuristic”: The Influence of Visual Versus Verbal Depiction on Assortment Processing, Perceived Variety, and Choice Overload,” Journal of Consumer Research, 40 (5), 993-1015

Townsend, Claudia and Wendy Liu (2012), “Is Planning Good for You? The Differential Impact of Planning on Self Regulation,” Journal of Consumer Research, 39 (4), 688-703.

Townsend, Claudia and Sanjay Sood (2012), “Self-Affirmation Through the Choice of Highly Aesthetic Products,” Journal of Consumer Research, 39, (2), 415-428.

  • Reprinted (2013) Volume 40 June Supplement: Research Curations 2012
  • Summary version published as Townsend, Claudia “Choosing Beauty and Feeling Good: How Attractive Product Design Increases Self-Affirmation” in GfK Marketing Intelligence Review, November, 7 (2), 22-26.

Townsend, Claudia and Suzanne B. Shu (2010), “When and how aesthetics influences financial decisions,” Journal of Consumer Psychology, 20(4), 452-458.

Teaching and Professional Experience

  • Assistant Professor, University of Miami
  • Senior Project Manager, Analytics Manager, BuzzBack Market Research
  • Associate Analyst, National Economic Research Associates (NERA)


  • Ph.D., University of California, Los Angeles, 2010
  • B.A., Brown University, 2000


  • Marketing Research
  • Consumer Behavior

    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