Headshot of William (Bill) Fritz
Headshot of William (Bill) Fritz


William (Bill) Fritz

University of Oxford


Bill is a DPhil (PhD) candidate in Marketing at the University of Oxford, where he is a member of Saïd Business School and Green Templeton College. His dissertation is supervised by Andrew Stephen and Rhonda Hadi.

Bill’s research focuses on consumer behavior, broadly studying consumers’ interactions with new technologies. Currently, his research examines various uses of AR technology and the effect it has on consumers’ judgment and decision making, learning and training, as well as purchase behavior and trust.

Bill received his MS from Columbia University, and his BA, Cum Laude, from the University of Massachusetts Amherst. Bill is a member of the Oxford Future of Marketing Initiative, and has presented his research at the Society for Consumer Psychology Conference and the Association for Consumer Research Conference. In 2019, he was awarded the Best Doctoral Paper of the Year award at Saïd Business School for his paper titled, A Feast for the Eyes: How Augmented Reality Influences Food Desirability.