Ellen Garbarino

Professor Ellen Garbarino is a Professor of Marketing in the Discipline of Marketing at the University of Sydney Business School. She holds a PhD in Marketing from Duke University, obtained in 1994. Her research specializes in consumer decision making, behavioral economics, consumer psychology, marketing, retailing, pricing, and internet retailing. Garbarino has made significant contributions to understanding customer relationships, online consumer behavior, trust dynamics, and decision processes influenced by cognitive effort, affect, risk perception, and political ideology. She is affiliated with the Consumer Insights Research Group within the Business School and actively contributes to marketing research areas.

Garbarino's scholarly impact is substantial, with over 15,994 citations on Google Scholar as of recent records. Her seminal publication, 'The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships' (Journal of Marketing, 1999), has garnered 9,845 citations, exploring distinct influences in long-term versus short-term customer interactions. Other key works include 'Gender Differences in the Perceived Risk of Buying Online and the Effects of Receiving a Site Recommendation' (Journal of Business Research, 2004; 1,613 citations), 'Cognitive Effort, Affect, and Choice' (Journal of Consumer Research, 1997; 852 citations), 'Dynamic Pricing in Internet Retail: Effects on Consumer Trust' (Psychology & Marketing, 2003; 466 citations), and 'Customer Satisfaction, Perceived Risk and Affective Commitment: An Investigation of Directions of Influence' (Journal of Retailing, 2008; 337 citations). Recent publications address topics such as loss aversion and lying behavior (2025), preferences for cashless gambling payment systems (2025), political ideology effects on consumer complaining ('Blue and Red Voices,' Journal of Consumer Research, 2017), and donor registry designs for volunteer matching (Management Science, 2020). Previously serving as Postgraduate Coordinator for Research in the Business School, her research integrates psychological and economic perspectives to inform consumer behavior strategies in retail and digital contexts.

Professional Email: ellen.garbarino@sydney.edu.au