Jacqueline Rifkin

PhD Candidate, Marketing
Fuqua School of Business
Duke University


I am a PhD student in Marketing at the Fuqua School of Business at Duke University.

I study the role of sense-making in consumer behavior. I explore the processes by which consumers come to understand (I.e., make sense of) their decisions and experiences, and how these sense-making processes influence downstream outcomes like enjoyment, loyalty, prosocial behavior, and word-of-mouth.

Prior to joining Duke’s Marketing PhD program, I received a BA in Psychology at the University of Pennsylvania and worked in both the marketing and market research industries.


  • PhD in Marketing, Fuqua School of Business, Duke University, expected 2019
  • BA in Psychology, University of Pennsylvania, 2011


  • Meaning
  • Experiences
  • Self-Expression


  • Rifkin, Jacqueline, Cindy Chan, and Barbara E. Kahn, "FOMO: How the Fear of Missing Out Leads to Missing Out," under review.
  • Rifkin, Jacqueline and Jonah Berger, "How Ordinary Items Become Treasures," under review.
  • Rifkin, Jacqueline and Jordan Etkin, "How Variety in Self-Expression Undermines Self-Continuity," working paper.
  • Rifkin, Jacqueline*, Katherine Crain*, and Jonah Berger, "Putting in Your Two Cents: How Self-Expression Promotes Prosocial Giving," working paper.
    • Equal first authors
  • Rifkin, Jacqueline and Keisha M. Cutright, "Falling Into Place: Spontaneous Decisions Promote Meaning," data collection in progress.
  • Rifkin, Jacqueline, Cindy Chan, and Barbara E. Kahn, "Wish You Were Here? The Effects of FOMO-Inducing Content on Brand Equity," data collection in progress.