"Everything is worth what its purchaser will pay for it."
~Publilius Syrus

At the end of the day, we are all consumers. We make a myriad of decisions in every consumption decision. Colin's interest is in what shapes these consumer decisions. Specifically, he is interested in risk aversion, scarcity, and price manipulations and how they interact to make one person buy something that another would not. As Zig Ziglar once said, "People don't buy for logical reasons. They buy for emotional reasons."

Sarasota Alumni College Presentation

Consumer Strategy Publications

1. Wolter, Jeremy, V. Myles Landers, and Colin B. Gabler (2025), "The Hate We Create: How Inter-Brand Hostility and Consumer-Brand Identification Turns Fans into Fighters," Journal of Business Research, (forthcoming).
   
2. Jones, Michael A., Stephanie T. Gillison, Colin B. Gabler, and Kristy Reynolds (2024), "Consumer Response to Product Discontinuation," Journal of Marketing Theory and Practice, 1-21.
3. Gabler, Colin B. and Meike Eilert (2024), "Social Institutions as Enablers and Inhibitors of Environmental Activism: A Cross-Cultural Perspective," Journal of Consumer Affairs, 58 (2), 663-692.
4. Moran, Nora and Colin B. Gabler (2023), "A new Perspective on Labor: How marketing Can Address Modern Worker Dilemmas," Journal of Nonprofit & Public Sector Marketing, 1-29.
5. Landers, V. Myles, Colin B Gabler, Haley Hardmann, and William Northington (2023), "Can You Ask 'Too Much' of Your Customers?" Journal of Services Marketing, 37 (4), 531-546.
6. Gabler, Colin B., Ronald Paul Hill, and V. Myles Landers (2021), "Saving Behavior Within and Across Developing Nations: Implications for Public Policy Makers," Journal of Public Policy & Marketing, 40 (3), 354-371.
7. Gabler, Colin B., V. Myles Landers, and Kristy E. Reynolds (2017), "Purchase Decision Regret: Negative Consequences of the Steadily Increasing Discount Strategy” Journal of Business Research, 76, 201-208 in special issue on the Micro-Foundations of Pricing.
8. Jones, Michael A., Kristy E. Reynolds, Mark J. Arnold, Colin B. Gabler, Stephanie T. Gillison, and V. Myles Landers (2015), "Exploring Consumers’ Attitude towards Relationship Marketing," Journal of Services Marketing, 29 (3), 188-199.
9. Arnold, Mark J., Michael A. Jones, Kristy E. Reynolds, Meltem Tugut and Colin B. Gabler (2014), “Regulatory Focus Intensity and Evaluations of Retail Experiences,” Psychology & Marketing, 31 (11), 958-975.
10. Lee, JiungYee, Jonny, Michael L. Capella, Charles R. Taylor, Meg Luo and Colin B. Gabler (2014), “The Financial Impact of Loyalty Programs in the Hotel Industry: A Social Exchange Theory Perspective,” Journal of Business Research, 67 (10), 2139-2146.
11. Gabler, Colin B., Timothy Butler and Frank G. Adams (2013), “The Environmental Belief-Behavior Gap: Exploring Barriers to Green Consumerism” Journal of Customer Behaviour, 12 (2/3), 159-176. Special Issue for Emerging Scholars.
12. Gabler, Colin B. and Kristy E. Reynolds (2013), “Buy Now or Buy Later: The Effects of Scarcity and Discount on Purchase Decisions,” Journal of Marketing Theory and Practice, 21 (4), 441-456.