RodrigoDias

  • Gordon and Susan Trafton Faculty Scholars/Dean's Faculty Scholar
  • Assistant Professor
  • MARKETING
  • CENTER FOR RESEARCH ON CONSUMER FINANCIAL DECISION MAKING
Rodrigo Dias
Address

KOBL 457E

Biography

Rodrigo Dias is an Assistant Professor of Marketing at the Leeds School of Business at the ñ. Before joining ñ, Rodrigo received his PhD in marketing from the Fuqua School of Business at Duke University.
Rodrigo studies questions at the intersection of psychology and economics. His research examines how consumers think about money and prices, and how these perceptions shape their preferences, choices, and well-being. His work tackles substantively important marketing phenomena while contributing to theory and practice. Most of his ongoing research investigates how consumers experience financial constraints, respond to inflation, and form beliefs that shape consumption decisions. He studies these topics using experiments, surveys, longitudinal data, and psychometrics.

Selected Publications

  • Rodrigo S. Dias, Eesha Sharma, and Gavan J. Fitzsimons (2025),“Quality–Quantity Tradeoffs in Consumption,” Journal of Consumer Research.
  • Rodrigo S. Dias,Stephen A. Spiller, and Gavan J. Fitzsimons (2023),“Understanding Effect Sizes in Consumer Psychology,” Marketing Letters.
  • Rodrigo S. Dias, Eesha Sharma, and Gavan J. Fitzsimons (2022), “Spending and Happiness: The Role of Perceived Financial Constraints,” Journal of Consumer Research.

Working Papers

  • Rodrigo S. Dias, Eesha Sharma, and Gavan J. Fitzsimons, “Consumer Wealth and Price Expectations,” Working Paper.
  • Will Wu and Rodrigo S. Dias, “Tariffs and Consumer Behavior,” Working Paper.
  • Jareef Martuza,Rodrigo S. Dias, Jordan Etkin, Helge Thorbjørnsen, and Micael Dahlen, “Time-as-Money Thinking,” Working Paper.
  • Will Wu, Rodrigo S. Dias, and Jordan Etkin, “Lay Beliefs ñ Money and Happiness,” Working Paper.
  • Jacqueline Pan, Rodrigo S. Dias, and Gavan J. Fitzsimons, “The Psychological Costs of Rising Prices,” Working Paper.

Honors

  • 2026 CESR Research Fellowship
  • 2025 Gordon and Susan Trafton Faculty Scholar Award
  • 2024 Fuqua School of Business Best Dissertation Award
  • 2023 JCR Ferber Award
  • 2023 MSI Alden G. Clayton Award Honorable Mention
  • 2023 AMA CBSig Rising Star Award
  • 2023 AMA DocSig Mathew Joseph Emerging Scholar Award
  • 2023 SCP Conference Best Competitive Paper Finalist
  • 2022 AMA Sheth Doctoral Consortium Fellow

Education

  • PhD, Marketing, Duke University, Fuqua School of Business, 2024
  • MSc, Behavioral Sciences, Fundacao Getulio Vargas, 2017
  • BSc, Business Administration, Fundacao Getulio Vargas, 2015