George Newman is interested in the application of basic cognitive processes, such as categorization and causal reasoning, to consumer behavior. Currently, his research examines the psychological processes underlying our concepts of authenticity and authentic "originals" in the domains of art, celebrity possessions, and consumer products. He is also interested in pro-social behaviors such as charitable giving and purchasing environmentally-friendly products, and how consumers may balance their desires to “do good” with desires to maximize the efficiency of their donations or purchases. Newman has published work on essentialism, perceptions of animacy, children’s conceptual development, causal reasoning, and identity continuity.