John Gourville is Professor of Marketing at Harvard Business School. Professor Gourville's research focuses on consumer behavior, especially as it relates to consumer decision making around pricing and product adoption. He has investigated how the timing and framing of price influences the decision to purchase and to consume a good. He has looked at the impact of product variety on the decision to buy, and he has investigated why consumers often are reluctant to adopt seemingly attractive new products. At HBS, Professor Gourville has taught the core marketing class, the Society and Enterprise class, Entrepreneurial Marketing, and The Marketing of Innovations. He has also participated in specialized executive education programs both within HBS and around the world. Professor Gourville's research has appeared in the Harvard Business Review, the Journal of Consumer Research, the Journal of Marketing Research, and in Marketing Science. He holds a Ph.D. from the University of Chicago.
