Alexander G. Fulmer

Biography

Alexander Fulmer is an assistant professor of marketing at the Cornell Peter and Stephanie Nolan School of Hotel Administration within Cornell SC Johnson College of Business. Fulmer primarily studies the intangible aspects of products or services that influence how consumers construct value. By understanding what processes underpin consumer preference beyond the functional aspects of a company’s offerings, his research identifies information companies should and should not communicate to consumers in order to enhance the consumer experience and valuation of products and services.

Fulmer graduated Summa Cum Laude and first in his class from the Nolan School. He completed a post baccalaureate psychology certificate program at Columbia University and graduated from Yale University with a PhD in marketing. At Nolan, Fulmer teaches Brand Management and Marketing Management for Services.

Education

PhD Yale University, 2023
MPhil Yale University, 2020
MA Yale University, 2020
Psychology Postbaccalaureate Certificate Columbia University, 2017
BS Nolan School of Hotel Administration, Cornell University, 2015

Research

• Reich, Taly; Fulmer, Alexander G.; Herd, Kelly. "Unintentional Outcomes as a Catalyst for Brainstorming"Personality and Social Psychology Bulletin. (forthcoming).
• Fulmer, Alexander G.; Reich, Taly. "Promoting a product without increasing the promotion budget: How chance in promotions can heighten consumer demand"Journal of Consumer Psychology. 35.3 (2025): 382-396
• Fulmer, Alexander G.; Reich, Taly. "The biography of discovery: How unintentional discovery of resources influences choice and preference"Journal of Experimental Psychology: General. 152.6 (2023): 1671-1689
• Fulmer, Alexander G.; Reich, Taly. "Unintentional Inception: When a Premium Is Offered to Unintentional Creations"Personality and Social Psychology Bulletin. 49.1 (2023): 152-164
• Reich, Taly; Fulmer, Alexander G.; Dhar, Ravi. "In the face of self-threat: Why ambivalence heightens people’s willingness to act"Organizational Behavior and Human Decision Processes. 168 (2022): 104106
• Reich, Taly; Maglio, Sam; Fulmer, Alexander G. "No laughing matter: Why humor mistakes are more damaging for men than women"Journal of Experimental Social Psychology. 96 (2021): 104169

Awards

• Faculty Teaching Recognition Award - Undergraduate Elective Spring (2026) Cornell Nolan School of Hotel Administration
• Ted Teng '79 Dean's Teaching Excellence Award (2024 - 2025) Cornell Nolan School of Hotel Administration
• Faculty Teaching Recognition Award - Sophomore Class (2024) Cornell Nolan School of Hotel Administration