Two students participating in a psychological study

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Gabriel E. Gonzales

Assistant Professor of Marketing

Bio

Dr. Gonzales is an Assistant Professor of Marketing in the School of Management at Marist University. He earned his PhD in Business Administration (Marketing) from Pennsylvania State University. As a researcher and expert in sustainable consumer psychology, his primary work focuses on encouraging consumers to engage with the circular economy through reuse, recycling, and secondhand shopping. An additional stream of his research investigates consumers' evolving perceptions of the value offered by retailers (vs. manufacturers). His research has received awards from the Marketing Science Institute, American Marketing Association, and the Financial Times for its societal impact. 

In the classroom, Dr. Gonzales uses real-world examples and cutting-edge research to build upon and challenge students’ perspectives, helping them refine their understanding of the marketing environment. He actively seeks to mentor undergraduate students, guiding them through the research process and preparing them to navigate complex professional environments. 

Before joining Marist, Dr. Gonzales taught undergraduate and MBA courses at SUNY New Paltz and Montclair State University on marketing principles, marketing strategy, and corporate social responsibility, among other topics. He has lived in nearby Ulster County with his family since 2019 and enjoys exploring all that the Hudson Valley has to offer.  

Education

PhD, Business Administration (Marketing), Smeal College of Business, Pennsylvania State University
BA, Psychology, Hendrix College

Selected Publications

Gonzales, Gabriel E., Christopher Berry, Matthew D. Meng, and R. Bret Leary (2023), "Identifying and Addressing the "Health Halo" Surrounding Plant-Based Meat Alternatives (PBMAs) in Limited Information Environments," Journal of Public Policy & Marketing, 42(3), 242-261, https://doi.org/10.1177/07439156221150919 

Gonzales, Gabriel E., Lisa E. Bolton, and Margaret G. Meloy (2019), "Why Do Consumers Think it is Fair to Pay More When Buying from Producers Versus Retailers?" Marketing Letters, 31(1), 31-35, https://doi.org/10.1007/s11002-019-09507-6 

Winterich, Karen Page, Gergana Y. Nenkov, and Gabriel E. Gonzales (2019), "Knowing What it Makes: How Product Transformation Salience Increases Recycling," Journal of Marketing, 83(4), 21-37, https://doi.org/10.1177/0022242919842167 

*Winner, 2020 Marketing Science Institute H. Paul Root Award
*Distinguished Winner, 2022 AMA-EBSCO-RRBM Responsible Research in Marketing Award
*Runner-up, 2022 Financial Times Responsible Business Education Award

Selected Presentations

Gonzales, Gabriel E., Matthew D. Meng, and R. Bret Leary (Upcoming September 2026), "Disposal Paralysis: Cognitive Dissonance and Suboptimal Disposal Decisions," Association for Consumer Research Conference, Chicago, IL.

Gonzales, Gabriel E., Freeman Wu, and Kelly L. Haws (March 2026), "Ravishing Enough to Reuse: The Role of Aesthetics in Product Packaging Retention and Reuse," Society for Consumer Psychology Conference, San Diego, CA.

Sergueeva, Ksenia and Gabriel E. Gonzales (February 2026), "Does AI Authentication Help or Hinder the Sale of Secondhand Goods?" American Marketing Association Winter Academic Conference, Madrid, Spain.

Gonzales, Gabriel E. and Ksenia Sergueeva (October 2025), "Lowballed by AI: Acceptability of AI-Generated Offers and Implications for Consumer-to-Business Markets," Association for Consumer Research Conference, Washington, DC.

Mann, Manveer, Gabriel E. Gonzales, Bryan Murdock, and Chinnappa Jayachandran (January 2024), "Higher Education as a Catalyst for Sustainable Development - Montclair State University and Place-Based Community Engagement," International Conference of the Academy of Global Business Research and Practice, Singapore.

Contact Information

Academic School

School of Management

Office

Dyson 2058

Email

gabe.gonzales@Marist.edu

Phone

(845) 575-3000 ext. 2921