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Celia Gaertig is an Assistant Professor of Marketing at the Haas School of Business at the University of California, Berkeley, and a Barbara and Gerson Bakar Faculty Fellow. She is a behavioral marketing researcher who studies how consumers make judgments and decisions under uncertainty.
Her work has received multiple honors, including the 2025 Society for Judgment and Decision Making (SJDM) Best Paper Award and her selection as a 2025 Marketing Science Institute (MSI) Young Scholar. Celia’s research challenges common assumptions about how consumers react to uncertainty, showing that uncertainty is not always penalized and can sometimes increase advisors’ credibility or influence. She also studies how people make estimates under uncertainty, including how they combine numeric and verbal probabilities and how “inner crowd” judgments can improve accuracy. At Berkeley Haas, Celia teaches courses on decision making for both MBA and undergraduate students. Her publications are listed below and her CV is available here. Publications (updated June 2026): Gaertig, C., & Simmons, J. (2026). Why (and When) Are Uncertain Price Promotions More Effective Than Equivalent Sure Discounts? Journal of Consumer Research, 52(5), 1022-1042.
Hu, B., Gaertig, C., & Dietvorst, B. (2025). How Should Time Estimates Be Structured To Increase Customer Satisfaction? Management Science, 71(9), 7497-7515.
Mislavsky, R. & Gaertig, C. (2024). Premature Predictions: Accurate Forecasters Are Not Viewed As More Competent For Earlier Predictions. Journal of Experimental Psychology: General, 153(1), 159-170.
Gaertig, C. & Simmons, J. (2023). Are People More Or Less Likely To Follow Advice That Is Accompanied By A Confidence Interval? Journal of Experimental Psychology: General, 152(7), 2008-2025.
Mislavsky, R. & Gaertig, C. (2022). Combining Probability Forecasts: 60% And 60% Is 60%, but Likely And Likely Is Very Likely. Management Science, 68(1), 541-563.
Gaertig, C., & Simmons, J. (2021). The Psychology of Second Guesses: Implications for the Wisdom of the Inner Crowd. Management Science, 67(9), 5921-6942.
Kassirer, S., Levine, E., & Gaertig, C. (2020). Decisional Autonomy Undermines Advisees' Judgments of Experts In Medicine and In Life. PNAS, 117(2), 11368-11378. Gaertig, C., Barasch, A., Levine, E., & Schweitzer, M. (2019). When Does Anger Boost Status? Journal of Experimental Social Psychology, 85, 103876. Lewis, J., Gaertig, C., & Simmons, J (2019). Extremeness Aversion Is a Cause of Anchoring. Psychological Science, 30(2), 159-173. Gaertig, C., & Simmons, J. (2018). Do People Inherently Dislike Uncertain Advice? Psychological Science, 29(4), 504-520. |