Dr. Gershoff's research explores consumers’ evaluations and decisions as they relate to relying on and trusting others, brands, and products. Within this context he focuses on three major areas: 1. How do consumers evaluate others and where they stand relative others? 2. How do consumers react to betrayals or violations of trust after relying on individuals, service providers, and products? 3. How do consumers evaluate the fairness of marketing and manufacturing tactics?