Marketing

The primary responsibility of marketing management is to create a mutually beneficial exchange between a company and its customers and to sustain that exchange in a competitive marketplace.

The goal of the marketing faculty is to conduct research that will offer insight into the challenges of marketing and to develop and teach courses that will bring this perspective to students who have come seeking a general management education.

Our faculty embraces research traditions grounded in psychology and behavioral decision-making, economics and industrial organization, statistics and management science. These traditions support our research inquiries into consumer behavior, firm behavior, and the development of methods for improving the allocation of marketing resources.

Our marketing curriculum is designed to demonstrate to students the implications of these insights for different areas of marketing practice, including branding, pricing, new product development, advertising and marketing communication, channels of distribution, and marketing research.

Recent Journal Articles in Marketing

S. Christian Wheeler, Christopher J. Bechler
Current Opinion in Psychology. June
2021, Vol. 39, Pages 6–11

This article reviews how objects can serve as indicators of one’s identity and signals of important life events. Objects carry both personal and social meaning, and ownership or usage increases...

Melanie S. Brucks, Szu-chi Huang
Journal of the Association for Consumer Research. July
2020, Vol. 5, Issue 3, Pages 291–301

Could repeatedly “exercising” the creativity muscle help build up creative performance over time? To answer this question, we conducted three longitudinal studies with a total of 830 participants, resulting in...

Itamar Simonson
Journal of Consumer Psychology. July
2020

After reviewing prior work regarding components of experience value, I present the concept of “Concurrent Experience Evaluation,” which expands the prior focus on experienced pain and pleasure in response to...

Jen Heewon Park, Szu-chi Huang, Bella Rozenkrants, Daniella Kupor
Journal of Consumer Psychology. June
2020

Contradicting existing associations between old age and negative societal consequences, such as being frail and unproductive, this research finds that people contribute more to the greater good of society (e.g.,...

Lester C. Tong, M. Yavuz Acikalin, Alexander Genevsky, Baba Shiv, Brian Knutson
Proceedings of the National Academy of Sciences. March
2020, Vol. 117, Issue 12, Pages 6936–6941

The growth of the internet has spawned new “attention markets,” in which people devote increasing amounts of time to consuming online content, but the neurobehavioral mechanisms that drive engagement in...

Faculty in Marketing

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Lecturers in Marketing

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