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Jared Watson

Assistant Professor of Marketing
Leonard N. Stern School of Business, New York University

Jared Watson joined New York University Stern School of Business as an Assistant Professor of Marketing in July 2018.

Professor Watson’s research investigates the context-dependent nature of how consumers use information, largely in the digital economy. One stream of research investigates how consumers use various elements of reviews (e.g., average product ratings, number of reviews, text of individual reviews, etc.) to form preferences. In addition, he investigates how societal events impact product reviews. Beyond his work involving product reviews, Professor Watson also investigates the role social media plays in consumer behavior. To that end, he has projects investigating the determinants of who we choose to “follow” and why we choose to “unfollow” and the boundaries of social media influencer effectiveness as a function of language choices. His work has been presented at academic conferences worldwide and has been published in the Journal of Marketing.

Before joining NYU Stern, Jared completed his Ph.D. at the University of Maryland. Prior to entering academia, he was a sales district leader for Frito-Lay where he managed a team of 15 employees and over $10 million in annual revenue.