Kaitlin Woolley is an Associate Professor of Marketing at the Cornell SC Johnson College of Business. She studies the psychological processes underlying consumer motivation and deci...
Show More
Kaitlin Woolley is an Associate Professor of Marketing at the Cornell SC Johnson College of Business. She studies the psychological processes underlying consumer motivation and decision making to help people better achieve their goals. Her research addresses three broad sets of questions: 1) When and why intrinsic (vs. extrinsic) motivation facilitates persistence, 2) What biases affect consumers’ assessment and use of health related information, and 3) What factors and misconceptions influence consumers’ goal pursuit in interpersonal contexts. By uncovering new insights into the processes affecting goal pursuit, she develops and demonstrates the efficacy of interventions to increase consumers’ motivation.