Mendoza Directory

Faculty & Research

Photo of JamesE.B.Wilkie

James E.B. Wilkie

Assistant Professor


Professor James Wilkie is a Notre Dame alumnus (Marketing major, '05), with an M.S. and Ph.D. from Northwestern University (Kellogg School of Management). A consumer psychologist, his primary research interests are related to the automaticity of consumer attitudes, price perception, and identity. His work has been published in some of psychology’s lead journals and has been featured in national outlets including the Wall Street Journal, Scientific American, Time (online), Psychology Today, Boston Globe, and the Toronto Star.




  • Marketing Research


"Are Numbers Gendered?" (with Galen Bodenhausen),  Journal of Experiment Psychology:General, 141, May, 2012, 206-210.

"Cuing Consumerism: Situational Materialism Undermines Personal and Social Well-Being," (with Monika Bauer, Jung Kim, Galen Bodenhausen),  Psychological Science, 23, May, 2012, 517-523.

"Real Men Don't Eat Quiche: Regulation of Gender-Expressive Choices by Men," (with David Gal, ),  Social Psychological and Personality Science, 1, June, 2010, 291-301.