Milica Mormann

Associate Professor

Postdoc, California Institute of Technology
PhD, Marketing, Florida Atlantic University


  • Bio

    Milica Mormann joins Cox following appointments at the University of Miami, Stanford University and Caltech. Her research examines consumer behavior and decision-making, with a focus on the visual and attentional processes that drive consumer behavior, and has appeared in several leading academic journals, including the Journal of Consumer Research, Journal of Consumer Psychology, Proceedings of the National Academy of Sciences, Management Sciences, and Harvard Business Review. Her scholarly work has been featured in the Wall Street Journal, CNN’s iReport and Time. Dr. Mormann has consulted with Allianz Behavioral Finance Group and the Miami Science Museum, among others.
  • Teaching

    MKTG 5345 Honors Marketing Project
    MKTG 6234 Managerial Decision Making

  • Select Publications

    Fisher M* & Mormann M* (2022). The Off by 100% Bias: The Effects of Percentage Changes Greater than 100% on Magnitude Judgments and Consumer Choice. Journal of Consumer Research, 49(4), 561-73. 


    Mormann F & Mormann M (2022). "It's Time to Give Companies Standalone Climate Ratings." Harvard Business Review.


    Mormann F & Mormann M (2022). "The Case for Corporate Climate Ratings: Nudging Financial Markets." Arizona State Law Journal, 53(4), 1209-82.


    Bazley W*, Cronqvist H* & Mormann M* (2021). Visual Finance: The Pervasive Effects of Red on Investor Behavior. Management Science, 67(9), 5616-5641.


    Mormann M & Russo JE (2021). Does Attention Increase the Value of Choice Alternatives? Trends in Cognitive Sciences, 25(4), 305-315.


    Mormann M, Griffiths T, Janiszewski C, Russo J, et al. (2021) Time to Pay Attention to Attention: Using Attention-Based Process Traces to Better Understand Consumer Decision-Making. Marketing Letters, 31, 381-392.

    Plassmann H & Mormann M (2017). An Interdisciplinary Lens on Consciousness. Invited comment, Journal of Consumer Research, 44(2) 258-65.

    Towal B, Mormann M & Koch C (2013). Simultaneous Modeling of Visual Saliency and Value Computation Improves Prediction of Economic Choice. Proceedings of the National Academy of Sciences, 110(40).

    Mormann M, Navalpakkam V, Koch C & Rangel A (2012). Relative Visual Saliency Differences Induce Sizable Bias in Consumer Choice. Journal of Consumer Psychology, 22, 67-74.