Irving H. LaValle Professor
Office location: GW1 - Room 554
|Janet Schwartz is an Assistant Professor of Marketing at the A.B. Freeman School of Business. She has a Ph.D. in Cognitive Psychology from Rutgers University. Her current research is at the intersection of marketing and public policy where she uses insights from behavioral economics to investigate how consumers navigate the healthcare marketplace. To investigate these questions she conducts laboratory studies, field studies and examines archival data to better understand healthcare as a consumer experience. Her hope is that these insights can be used to better inform policies that improve consumer welfare. To that end, she has three main streams of research. |
Exchanging Money for Health
Consumer-driven healthcare means that people are faced with the difficult task of determining how much they are willing to pay for medicines, services and procedures that can improve health or save lives. Janetís research highlights the difficult nature of this task, especially relative to making such calculations for ordinary consumer goods, and the sometimes surprising consequences for health attitudes and behaviors.
Advice Taking in an Era of Conflicts of Interest
Another challenge for todayís healthcare consumer is that healthcare professionals often have financial conflicts of interest that influence treatment decisions and patient outcomes. Janet and her colleagues have explored the extent to which consumers understand these conflicts and how they respond when taking potentially biased advice from a trusted health professional.
Improving Health Behaviors
Consumersí personal habits and lifestyle choices are a significant contributor to rising healthcare costs. Overeating, smoking, and a lack of exercise and general prevention are factors that increase costs for everyone. Janetís research leverages insights from behavioral economics to introduce changes to the marketplace environment to help align peopleís healthy attitudes with healthy behaviors.
Janet's research has been published in leading marketing and health policy journals such as the Journal of Marketing Research, the Journal of Consumer Research, and Health Affairs. Her work has also been featured in media outlets such as The New York Times and NPR. In addition to these research interests, she teaches the undergraduate and daytime MBA Marketing Research courses.
McGraw, A.P., Schwartz, J.A. & Tetlock, P. (2012) From the Commercial to the Communal: Reframing Taboo Trade-offs in Religious and Pharmaceutical Marketing, 39, Journal of Consumer Research.
Schwartz J, Luce MF, & Ariely D. Are Consumers Too Trusting? (2011) The Effects of Relationships with Expert Advisers, Journal of Marketing Research. 2011; 48: S163-S174.
Schwartz J; Riis J; Elbel B; Ariely D. (2012) Inviting Consumers To Downsize Fast-Food Portions Significantly Reduces Calorie Consumption Health Affairs, 30, 1, 1-12.
Schwartz J; Riis J; Elbel B; Ariely D. (2012) Inviting Consumers To Downsize Fast-Food Portions Significantly Reduces Calorie Consumption Health Affairs, 30, APPENDIX
Samper, A & Schwartz, J.A. (2013) Price Inferences for Sacred versus Secular Goods: Changing the Price of Medicine Influences Perceived Health Risk, Journal of Consumer Research, forthcoming