Search Results

Looking for an SFU resource?

Some of our resources live on the main SFU website. Please follow the link below to search on

Simon Fraser University Logo




Graduate Programs

Undergraduate Programs


Aviva Philipp-Muller

Assistant Professor, Marketing


Room: WMC 4364


Curriculum Vitae: View


Aviva Philipp-Muller is an Assistant Professor in Marketing at the Beedie School of Business at Simon Fraser University. She completed her B.Sc. at the University of Toronto, and her MA and PhD from The Ohio State University, where she was a doctoral fellow with the Social Sciences and Humanities Research Council of Canada. She has won several prestigious awards for her research, including winning first place in the business category at the invitational Hayes Research Forum and being named an Emerging Thought Leader by SFU. Her research centres on how to help consumers make decisions that better society and improve their own well-being. Her research has been published in leading academic journals, such as The Journal of Consumer Research, Psychological Science, The Procedings of the National Academy of Sciences, and Management Science. Her work has also been featured in The National Post and The Conversation. She is a contributor to The Wall Street Journal.

Research Interests

Aviva researches the marketing of innovations, consumer morality, and consumer well-being.

One of her lines of research examines how consumers perceive new innovations, and the inferences they make about them. Some of her recent work in this line has identified why consumers are antiscience, and how to change that.

Her work also examines marketplace morality, with a focus on how consumers respond to moral transgressions in the marketplace, as well as when they behave prosocially.

Selected Publications

articles and reports

Philipp-Muller, A., Costello, J. P., & Walker Reczek, R. (2023). Get Your Science Out of Here: When Does Invoking Science in the Marketing of Consumer Products Backfire? Journal of Consumer Research, 49(5), 721-740.

Philipp-Muller, A., Lee, S. W., & Petty, R. E. (2022). Why are people antiscience, and what can we do about it? Proceedings of the National Academy of Sciences of the United States of America, 119(30), e2120755119.

Philipp-Muller, A., Teeny, J. D., & Petty, R. E. (2022). Do consumers care about morality? A review and framework for understanding morality's marketplace influence. Consumer Psychology Review, 5(1), 107-124.

Susmann, M. W., Xu, M., Clark, J. K., Wallace, L. E., Blankenship, K. L., Philipp-Muller, A. Z., Luttrell, A., Wegener, D. T., & Petty, R. E. (2021). Persuasion amidst a pandemic: Insights from the Elaboration Likelihood Model. European Review of Social Psychology.

Philipp-Muller, A., Wallace, L. E., Sawicki, V., Patton, K. M., & Wegener, D. T. (2020). Understanding When Similarity-Induced Affective Attraction Predicts Willingness to Affiliate: An Attitude Strength Perspective. Frontiers in Psychology, 11.

Philipp-Muller, A. Z., Wallace, L. E., & Wegener, D. T. (2020). Where does moral conviction fit?: A factor analytic approach examining antecedents to attitude strength. Journal of Experimental Social Psychology, 86.

Luttrell, A., Philipp-Muller, A., & Petty, R. E. (2019). Challenging Moral Attitudes With Moral Messages. Psychological Science, 30(8), 1136-1150.

Black, K. R., Stevenson, R. A., Segers, M., Ncube, B. L., Sun, S. Z., Philipp-Muller, A., Bebko, J. M., Barense, M. D., & Ferber, S. (2017). Linking Anxiety and Insistence on Sameness in Autistic Children: The Role of Sensory Hypersensitivity. Journal of Autism and Developmental Disorders, 47(8), 2459-2470.

Philipp-Muller, A., & MacDonald, G. (2017). Avoidant individuals may have muted responses to social warmth after all: An attempted replication of MacDonald and Borsook (2010). Journal of Experimental Social Psychology, 70, 272-280.