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Miranda R. Goode

Associate Professor, Marketing Professor in Customer Insights

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  • Consumer Learning and Emotions
  • New Product Adoption
  • Experiential Consumption

Faculty Focus

Impact Article

Research Publications

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Miranda Goode is an Associate Professor of Marketing at the Ivey Business School and holds the StarTech Professorship in Customer Insights. Dr. Goode's research focuses on factors that influence consumer learning and evaluation. Her first stream of research investigates how aesthetic form and function influence predictions about innovative product performance. Hundreds of new products enter the marketplace each year, and Dr. Goode’s research provides insight into factors that may contribute to their understanding. Dr. Goode also examines factors that influence how consumers learn about and form preferences for special experiences, such as once-in-a-lifetime trips, with a focus on how prior emotional knowledge and analogy may enhance learning. Her work has been published in Journal of Marketing Research, Journal of Consumer Psychology, Science, and Current Directions in Psychological Science and has been featured in numerous media outlets worldwide including The New York Times, Boston Globe, The Star Tribune, CBC Radio, and TV.

Programs Taught

  • Executive Education


  • PhD, Marketing
  • BSc
  • BMgt

Recent Refereed Articles

  • Goode, M. R.; Iwasa-Madge, D., 2019, "The numbing effect of mortality salience in consumer settings", Psychology and Marketing, June 36(6): 630 - 641.
  • Whelan, J.; Goode, M. R.; Cotte, J.; Thomson, M., 2016, "Consumer Regulation Strategies: Attenuating the Effect of Consumer References in a Voting Context", Psychology & Marketing, October 33(11): 899 - 916.
  • Goode, M. R.; Hart, K.; Thomson, M., 2016, "Say no more The liability of strong ties on desire for special experiences", Journal of Consumer Psychology, January 26(1): 91 - 97.
  • Goode, M. R.; Dahl, D. W.; Moreau, C. P., 2013, "Innovation Aesthetics: The Relationship between Category Cues, Categorization Certainty and Newness Perceptions", Journal of Product Innovation Management, March 30(2): 192 - 208.
  • Noseworthy, T. J.; Goode, M. R., 2011, "Contrasting Rule-Based and Similarity-Based Category Learning: The Effects of Mood and Prior Knowledge on Ambiguous Categorization", Journal of Consumer Psychology, July 21(3): 362 - 371.
  • Goode, M. R.; Dahl, D. W.; Moreau, C. P., 2010, "The Effect of Experiential Analogies on Consumer Perceptions and Attitudes", Journal of Marketing Research, April 47(2): 274 - 286.
  • Vohs, K. D.; Mead, N. L.; Goode, M. R., 2008, "Merely Activating the Concept of Money Changes Personal and Interpersonal Behaviour", Current Directions in Psychological Science, June 17(3): 208 - 212.
  • Vohs, K. D.; Mead, N. L.; Goode, M. R., 2006, "The Psychological Consequences of Money", Science, November 314(5802): 1154 - 1156.

For more publications please see our Research Database


  • Marketing Manager, SciMed Laboratories Inc.
  • Consulting