Dr. Julian Givi

Dr. Julian Givi is Associate Professor of Marketing at West Virginia University's John Chambers College of Business and Economics. Prior to joining WVU, Dr. Givi completed his undergraduate studies (BSBA) at the University of Pittsburgh and his graduate studies (MSIA & PHD) at Carnegie Mellon University.

Dr. Givi studies consumer behavior, with a focus on consumer decision making in the context of gift purchasing. For example, some of Dr. Givi's projects explore how and why consumers err when gift giving, the (selfish and selfless) motivations of gift givers, the factors that impact consumer spending on gifts, and the mental processes of gift recipients. Aside from gift giving, Dr. Givi studies several other topics, including the biases that emerge when consumers forecast the future, how consumers perceive probability, the psychology involved with loyalty programs, self-other decision making, and consumers' evaluations of products and services.