Photo of Barbara E. Kahn

Barbara E. Kahn

Patty and Jay H. Baker Professor

Director, Jay H. Baker Retailing Center

Professor of Marketing

Research Interests: consumer choice, variety seeking, product assortments., brand management, retailing, brand loyalty, customization, decisions under uncertainty/ambiguity, customer relationship management, medical and financial services, price promotions

Links: CV

Contact Information

Address: 763 Jon M. Huntsman Hall
3730 Walnut Street, University of Pennsylvania, Philadelphia, PA 19104
Email: kahn@wharton.upenn.edu
Office: (215) 898-5404
Office Fax: (215) 898-2534

Overview

Barbara E. Kahn returned to The Wharton School in January 2011 to serve as the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton, Barbara served for three and a half years as the Dean and Schein Family Chair Professor of Marketing at the School of Business Administration, University of Miami, Coral Gables, Florida. While Dean at the University of Miami, she launched new global initiatives and academic programs, attracted top faculty from some of the world’s leading business schools to enhance the caliber of the school’s research and teaching, and established new partnerships with the business community. All of these initiatives helped the School rise significantly in the ratings. She also established the Global Business Forum at the University of Miami which brought over 1000 leading business executives and professionals to the campus.

Before becoming Dean at University of Miami, Barbara spent 17 years at The Wharton School as the Dorothy Silberberg Professor of Marketing. She was also Vice Dean and Director of the Wharton Undergraduate program. She was a Senior Fellow of the Leonard Davis Institute and a faculty member of the Graduate Group in the Psychology Department. Before joining the Wharton faculty in 1990, Barbara served on the faculty at the Anderson School of Management at UCLA. She was the Hakuhodo Advertising Agency Visiting Scholar at University of Tokyo in 1993 and a Visiting Academic at the University of Sydney, Australia, in 1996.

Barbara is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has published more than 60 articles in leading academic journals. Between 1982 and 2006, she was the world’s seventh most published author of articles in the most prestigious marketing journals. She co-authored Grocery Revolution: The New Focus on the Consumer, a book that chronicled the dramatically changing supermarket industry and outlined how consumers make choices within the supermarket. In 2013, she published Global Brand Power: Leveraging Branding for Long-Term Growth. 

Barbara has been elected president of the Association of Consumer Research, elected president of the Journal of Consumer Research Policy Board and selected as a Marketing Science Institute Trustee. She has been or is area editor at Marketing Science, and associate editor both at the Journal of Consumer Research and Journal of Marketing. She is or has been on the editorial boards of the Journal of Marketing Research, Marketing Science, the Journal of Marketing, the Journal of Consumer Research, the Journal of Behavioral Decision Making and Marketing Letters.

She received her PhD, MBA and MPhil degrees from Columbia University, and a BA in English Literature from the University of Rochester.

Research


  • Claudia Townsend, Barbara E. Kahn (2014), The “Visual Preference Heuristic:” The Influence of Visual versus Verbal Depiction on Assortment Processing, Perceived Variety, and Choice Overload, Journal of Consumer Research
  • X. Deng, Barbara E. Kahn, Rao Unnava, H Lee (Under Review), “Wide” Variety: The Effects of Horizontal vs. Vertical Product Display .
  • Lorena Martin, Andrew W. Perkins, Barbara E. Kahn (Work In Progress), Self-identity, self-esteem, and body attitude in thin and overweight Hispanic females .
  • Julio Sevilla, Barbara E. Kahn (Forthcoming), The Effect of Product Shape Completeness on Size Perceptions, Preference and Consumption.
  • Julio Sevilla, Jiao Zhang, Barbara E. Kahn (Work In Progress), Hoping for the Best: The Effect of Prospective Future Consumption on Satiation from a Current Experience .
  • R Khushababa, Chelsea Wise, Jordan J. Louviere, S Kodagoda, Barbara E. Kahn, Claudia Townsend (2013), Consumer Neuroscience: Assessing the Brain Response to Marketing Stimuli Using Electroencephalogram (EEG) and Eye Tracking, Expert Systems with Applications
  • Juliano Laran, Barbara E. Kahn, Michael Tsiros (Working), Differential Use of Variety Strategies for Self versus Others.
  • French, Michael T, Jenny Homer, Shay Klevay, Edward E. Goldman, Steven Ullmann, Barbara E. Kahn (2010), Clinical, Economic and Policy Implications of a New Paradigm for Delivering Primary Care Medical Services, Population Health Management
  • Barbara E. Kahn, "Dealing with Unexpected Disasters: The Best Strategy of a Well-Prepared Business Organization Begins with Thinking about the Unthinkable" in Poder.
  • Barbara E. Kahn, "Importance of Diversity in the Workforce: Companies should follow the example of IBM, which casts a wide net when it comes to gaining different perspectives" in Poder.
  • Barbara E. Kahn, "Are We Finally on the Road to Recovery? When it comes to consumer behavior, there really is a difference between a glass half-full and a glass half-empty" in Poder.
  • Dholakia, Utpal, Barbara E. Kahn, Randy Reeves, Aric Rindfleisch, David Stewart, Earl Taylor (2010), Consumer Behavior in a Multichannel, Multimedia Retailing Environmen, Journal of Interactive Marketing  Abstract
  • Robert Meyer, Joachim Vosgerau, Vishal Singh, Joel Urbany, Gal Zauberman, Michael Norton, Tony Cui, Brian Ratchford, Alessandro Acquisiti, David Bell, Barbara E. Kahn (2010), Behavioral Research and Empirical Modeling of Marketing Channels: Implications for Both Fields and a Call for Future Research, Marketing Letters, 21, 301 - 315.    Abstract
  • Deng, X, Barbara E. Kahn (2009), Is Your Product on the Right Side? The “Location Effect” on Perceived Product Heaviness and Package Evaluation, Journal of Marketing Research  Abstract
  • Barbara E. Kahn, "To Coin a Fashion Term, Consumer Trust is the New Black: Rebounding in this economy will require new relationships with customers on all levels " in Poder.
  • Barbara E. Kahn, "There’s No Such Thing as a Free Lunch: Saavy companies with long-term views recognize that consumers have more in their control than money" in Poder.
  • Barbara E. Kahn, "And the answer is: Innovation: The key is giving customers what they want before they even know they want it" in Poder.
  • Barbara E. Kahn, X. Deng (2009), Effects on Visual Weight Perceptions of Product Image Locations on Packaging, Sensory Marketing
  • Barbara E. Kahn, "My view: Marketing in Troubled Economic Times" in Miami Herald.
  • . Grand, David, Dominick L. Frosh, Andrew W. Perkins, Barbara E. Kahn (2009), Effects of Exposure to Small Pharmaceutical Promotional Items on Treatment Preference, Archives of Internal Medicine
  • Miller, Elizabeth Gelfand, Mary Frances Luce, Barbara E. Kahn, Emily F. Conant (2009), Understanding Emotional Reactions for Negative Services: The Impact of Efficacy Beliefs and Stage in Process, Journal of Services Research
  • Mantrala, M, Levy, M, Barbara E. Kahn, Fox, E, Shah, D, Gaidarev, P, Dankworth, W (2009), Why Is Assortment Planning So Difficult for Retailers? A Framework and Research Agenda, Journal of Retailing  Abstract
  • Botti, Simona, Susan Broniarczyk, Gerald Haubl, Ron Hill, Yanliu Huang, Barbara E. Kahn, Praveen Kopalle, Donald Lehmann, , Joe Urbany, Brian Wansink (2008), Choice Under Restrictions, Marketing Letters, 19, 183 - 199.  Abstract
  • E. G. Miller, Barbara E. Kahn, M. F. Luce (2008), Consumer Wait Management Strategies for Negative Service Events: A Coping Approach, Journal of Consumer Research  Abstract
  • Andrea Morales, Barbara E. Kahn, Leigh McAlister, Susan M. Bronizrszyk (2006), Perceptions of Assortment Variety: The Effects of Congruency Between Consumer's Internal and Retailer's External Organization, Journal of Retailing, 81 (2), 159 - 169.    Abstract
  • Barbara E. Kahn, Mary Frances Luce, Stephen M. Nowlis (2006), De-biasing Insights from Process Tests, Journel of Consumer Research, (June), 131-138.  Abstract
  • Mary Frances Luce, Barbara E. Kahn (2006), Repeated-Adherence Protection Model (RAP) 'I'm OK and It's a Hassel, Journal of Public Policy and Marketing, 25, 79 - 89.  Abstract
  • Barbara E. Kahn, Elizabeth Gelfand Miller (2005), Shades of Meaning: The Effects of Color and Flavor Names on Purchase Intentions, Journal of Consumer Research,, 32 (1), 86.    Abstract
  • Barbara E. Kahn (2005), The Power and Limitations of Social Relational Framing for Understanding Consumer Decision Processes, Journal of Consumer Psychology, 15 (1), 28 - 34.    Abstract
  • Barbara E. Kahn, Brian Wansink (2004), The Influence of Assortment Structure on Perceived Variety and Consumption Quantities, Journal of Consumer Research, 30, 519 - 533.    Abstract
  • Barbara E. Kahn, ed., Advances in Consumer Research (2004).
  • Barbara E. Kahn, Brian Wansink (2004), Impact of Perceived Variety on Consumption Quantity, Journal of Consumer Research, 30 (4), 519 - 534.  Description
  • Satya Menon, Barbara E. Kahn (2003), Corporate Sponsorship of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand?, Journal of Consumer Psychology    Abstract
  • Mary Frances Luce, Barbara E. Kahn (2003), Understanding High-Stakes Consumer Decisions: Mammography Adherence Following False Alarm Test Results, Marketing Science, 22 (3), 393 - 410.  Abstract
  • Barbara E. Kahn, Stephen M. Nowlis, Ravi Dhar (2002), Coping with Ambivalence: The Effect of Removing a 'Fence Sitting' Option on Consumer Attitude and Preference Judgments, Journal of Consumer Research, 29 (3).    Abstract
  • Robert Meyer, Barbara E. Kahn, Koward Kunreuther, Richard Zeckhauser, Paul Slovic, Barry Schwartz, Christian Schade, Mary Frances Luce, Steven Lippman, David Krantz, Robin Hogarth (2002), High Stakes Decision Making: Normative, Descriptive and Prescriptive Considerations, , Marketing Letters, 13 (3), 259-268.  Abstract
  • Satya Menon, Barbara E. Kahn (2002), Cross-Category Effects of Induced Arousal and Pleasure on the Internet Shopping Experience, Journal of Retailing, 78, 31 - 40.  Abstract
  • Howard Kunreuther, Robert Meyer, Richard Zeckhauser, Paul Slovic, Barry Schwartz, Christian Schade, Mary Frances Luce, Steven Lippman, David Krantz, Barbara E. Kahn, Robin Hogarth (2002), High Stakes Decision Making: Normative, Descriptive and Prescriptive Considerations, Marketing Letters, 13 (3), 259 - 268.    Abstract
  • Barbara E. Kahn, Rebecca K. Ratner (2002), The Impact of Private versus Public Consumption on Variety Seeking Behavior, Journal of Consumer Research, 29 (2), 246 - 258.    Abstract
  • Barbara E. Kahn, "Turn Your Customers into Advocates" in Financial Times.
  • P.M. West, D. Ariely, S. Bellman, J. Huber, E. Johnson, J.D.C. little, David Schkade, Eric Bradlow, Barbara E. Kahn (1999), Agents to the Rescue?, , Marketing Letters.  Abstract
  • Barbara E. Kahn, M.F. Luce, E.F. Conant, S.G. Orel, S.P. Wienstein, J.A. Zuckerman (1999), Attitudinal Variables of Patients Referred for Diagnostic and Screening Mammography: What Can We Do to Reduce the Stress and Improve Compliance?, , Radiology.
  • Barbara E. Kahn, M.F. Luce (1999), Avoidance or Vigilance: The Psychology of False Positive Test Results, , Journal of Consumer Research.  Abstract
  • Barbara E. Kahn, Daniel Kahneman, R.K. Ratner (1999), Choosing Less-Preferred Experiences for the Sake of Variety, , Journal of Consumer Research.  Abstract
  • B.G.C Dellaert, Barbara E. Kahn (1999), How Tolerable is Delay: Consumers’ Evaluations of Internet Web Sites after Waiting, , Journal of Interactive Marketing.  Abstract
  • Barbara E. Kahn (1999), Introduction to the Special Issue: Assortment Planning, , Journal of Retailing.  Abstract
  • Barbara E. Kahn (1998), Dynamic Relationships with Customers: High-Variety Strategies, , Journal of the Academy of Marketing Science.  Abstract
  • C. Huffman, Barbara E. Kahn (1998), Variety for Sale: Mass Customization or Mass Confusion?, , Journal of Retailing.  Abstract
  • Barbara E. Kahn, "Brand Strategies and ConsumerBehavior" in Financial Times.
  • Leigh McAlister, Barbara E. Kahn, Grocery Revolution: The New Focus on the Consumer (1997).  Description
  • E. Greenleaf, J.R. Irwin, A.M. Isen, I.P. Levin, M.C.F. Pontes, J. Shanteau, M. Vanhuele, M.J. Young, M.F. Luce, Barbara E. Kahn (1997), Medical Decision Making, , Marketing Letters.  Abstract
  • Barbara E. Kahn, R. Ratner, D. Kahneman (1997), Patterns of Hedonic Consumption Over Time, , Marketing Letters.  Abstract
  • J. Baron, Barbara E. Kahn (1995), An Exploratory Study of Choice Rules Favored for High Stakes Decisions, , Journal of Consumer Psychology.  Abstract
  • Barbara E. Kahn (1995), Consumer Variety-Seeking Among Goods and Services: An Integrative Review, , Journal of Retailing and Consumer Services.  Abstract
  • S. Menon, Barbara E. Kahn (1995), The Impact of Context on Variety-Seeking in Product Choices, , Journal of Consumer Research.  Abstract
  • K.P Corfman, Barbara E. Kahn (1995), The Influence of Member Heterogeneity on Dyad Judgment: Are Two Heads Better Than One?, , Marketing Letters.  Abstract
  • S.C. Knasko, D.J. Mitchell, Barbara E. Kahn (1995), There's Something in the Air: Effects of Congruent and Incongruent Ambient Odor on Consumer Decision-Making, , Journal of Consumer Research.  Abstract
  • L. McAlister, F. Feinberg, Barbara E. Kahn (1994), Implications and Relative Fit of Several First-Order Markov Models of Consumer Variety-Seeking, , European Journal of Operations Research.  Abstract
  • A. M. Isen, Barbara E. Kahn (1993), The Influence of Positive Affect on Variety-Seeking Among Safe, Enjoyable Products, , Journal of Consumer Research.  Abstract
  • Barbara E. Kahn, "Variety for Sale" in Chief Executive.
  • R. B. Burke, B. Harlam, Barbara E. Kahn, Leonard Lodish (1992), Comparing Dynamic Consumer Decision Processes in Real and Computer-Simulated Environments, , Journal of Consumer Research.  Abstract
  • F. Feinberg, L. McAlister, Barbara E. Kahn (1992), Market Share Response When Consumers Seek Variety, , Journal of Marketing Research.  Abstract
  • Barbara E. Kahn, David Schmittlein (1992), The Relationship Between Purchases Made on Promotion and Shopping Trip Behavior, Journal of Retailing, 68, 294 - 315.  Abstract
  • D. R. Lehmann, Barbara E. Kahn (1991), Modeling Choice Among Assortment, , Journal of Retailing.  Abstract
  • Jagmohan Raju, Barbara E. Kahn (1991), The Effects of Price Promotions on Variety-Seeking and Reinforecement Behavior, , Marketing Science.  Abstract
  • Barbara E. Kahn, R. Glazer, W. Moore (1991), The Influence of External Constraints on Brand Choice: The Lone Alternative Effect, , Journal of Consumer Research.  Abstract
  • Barbara E. Kahn, Robert Meyer (1991), Consumer Multiattribute Judgments Under Attribute Weight Uncertainty, Journal of Consumer Research, 508-522.  Abstract
  • Barbara E. Kahn, T. Louie (1990), The Effects of Retraction of Price Promotions on Brand Choice Behavior for Variety-Seeking and Last-Purchase Loyal Customers, , Journal of Marketing Research.  Abstract
  • D. Morrison, Barbara E. Kahn (1989), A Note on `Random' Purchasing: Additional Insights from Dunn, Reader and Wrigley, , Applied Statistics.  Abstract
  • Barbara E. Kahn, David Schmittlein (1989), Shopping Trip Behavior: An Empirical Investigation, Marketing Letters, 1, 55 - 70.  Description
  • Barbara E. Kahn, R. Sarin (1988), Modeling Ambiguity in Decisions Under Uncertainty, , Journal of Consumer Research.  Abstract
  • M. Kalwani, D. Morrison, Barbara E. Kahn (1988), Niching versus Change of Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings, , Journal of Marketing Research.  Abstract
  • Barbara E. Kahn (1987), A Theoretical Model of Interpurchase Times, Applied Stochastic Models and Data Analysis, National Meeting ORSA/TIMS, St. Louis, MI.
  • W. Moore, R. Glazer, Barbara E. Kahn (1987), Experiments in Constrained Choice, , Journal of Consumer Research.  Abstract
  • J. Farley, Barbara E. Kahn, D. Lehmann, W. Moore (1987), Modeling Management's Plans for Flexible Automation, , Sloan Management Review.
  • Barbara E. Kahn, D. Morrison, G. Wright (1986), Aggregating Individual Purchases to the Household Level, , Marketing Science.  Abstract
  • Barbara E. Kahn, J. Huber, M. Holbrook (1986), Effects of Competitive Context and of Additional Information on Price Sensitivity, , Journal of Marketing Research.  Abstract
  • M. Kalwani, D. Morrison, Barbara E. Kahn (1986), Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data, , Journal of Marketing Research.  Abstract

Awards And Honors

  • Davidson Award for the Best article in Journal of Retailing 2005 , 2007
  • Finalist for Best Article, JCR, 2007
  • Elected President of Association of Consumer Research, 2006
  • Center of Excellence in Cancer Communication Research (CECCR), 2005 Description
  • Wharton-SMU Research Center Grant, 2005 Description
  • Wharton-SMU Research Center Grant, 2004 Description
  • Marketing Science Institute Grant, 2003 Description
  • Wharton-SMU Research Center Grant, 2003 Description
  • SCP-SHETH Dissertation Proposal Competition winner , 2002 Description
  • David W. Hauck Award for Outstanding Teaching in the Undergraduate Division, 1999
  • Nestles’ Lecturer, Lund Institute of Economics, 1999
  • 2000 William R. Davidson Award, 1998 Description
  • Earl Dyess Lecturer, Texas Christian University, 1998
  • National Science Foundation Grant, 1998 Description
  • John A. Howard Doctoral Dissertation Award, 1996 Description
  • Marketing Science Institute Grant, 1995 Description
  • Consortium Faculty, AMA Consortium, 1992 Description
  • Finalist for the O'Dell Award, 1991 Description
  • First Runner-Up for Best Article Award, 1991 Description
  • Marketing Science Institute Grant, 1990 Description
  • Wharton School Grant, 1990 Description
  • UCLA summer research support, 1989 Description
  • Chancellor's Faculty Career Development Award, UCLA, 1988
  • AMA Doctoral Consortium Fellow, 1983
  • Beta Gama Sigma, 1982 Description
  • Doctoral fellowship in Marketing, Columbia University, 1982 Description
  • New York Chapter TIMS, "Management Science Student of the Year", 1982
  • Nicholas and Suzanne Bachner Samstag Fellowship, Columbia University, 1980 Description

In The News

Courses

Current

  • MKTG778 - Strategic Brand Management

    Which brands make you happy? Apple? Starbucks? The Daily Show? Google? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a brand that makes consumers happy? well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand, where brand is defined as "a reputation" - departing from traditional perspectives of brand. The course is created for students interested in building their own brands and/or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, all of which culminate in a brand audit group project that students will present in the final class session. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.

    MKTG778751 

  • MKTG899 - Independent Study

    A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

    MKTG899010 

  • MKTG968 - Advanced Topics in Marketing Research

    This course is taught collectively by the faculty members from the Marketing Department. It is designed to expose advanced Ph.D. students (2nd year and up) to the cutting-edge research in marketing models in order to help them to define and advance their research interests (an equivalent course is also offered on behavior research). This course will offer: in-depth discussions on some important topics in marketing by experts in respective areas; tools, and methodologies required for conducting research in those areas; broad exposure to our faculty members and their proven research styles.

    MKTG968301 

  • MKTG969 - Advanced Topics in Consumer Behavior

    The purpose of this course is to investigate advanced topics in consumer behavior. This class will be organized in a way that allows you to 1) gain depth in important areas of consumer behavior research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance your own research interests.

    MKTG969301 

  • MKTG999 - Supervised Independent Study

    Requires written permission of instructor and the department graduate adviser.

    MKTG999010 

Previous

  • MKTG211 - Consumer Behavior

    This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.

  • MKTG773 - Customer Behavior

    Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.

  • MKTG778 - Strategic Brand Management

    Which brands make you happy? Apple? Starbucks? The Daily Show? Google? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a brand that makes consumers happy? well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand, where brand is defined as "a reputation" - departing from traditional perspectives of brand. The course is created for students interested in building their own brands and/or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, all of which culminate in a brand audit group project that students will present in the final class session. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.

  • MKTG897 - Advanced Study: Luxury Branding and Retailing in Italy and Beyond

    New retail brands and opportunities for growth are emerging at an unprecedented rate, for online retailers and offline retailers alike. In this course we will: (1) articulate key principles for successful branding and for understanding consumer shopping behavior in retail environments, (2) demonstrate unique challenges and opportunities that luxury brands face, and (3) discuss concepts and empirical methods for analyzing consumer shopping behavior.

  • MKTG968 - Advanced Topics in Marketing Research

    This course is taught collectively by the faculty members from the Marketing Department. It is designed to expose advanced Ph.D. students (2nd year and up) to the cutting-edge research in marketing models in order to help them to define and advance their research interests (an equivalent course is also offered on behavior research). This course will offer: in-depth discussions on some important topics in marketing by experts in respective areas; tools, and methodologies required for conducting research in those areas; broad exposure to our faculty members and their proven research styles.

  • MKTG969 - Advanced Topics in Consumer Behavior

    The purpose of this course is to investigate advanced topics in consumer behavior. This class will be organized in a way that allows you to 1) gain depth in important areas of consumer behavior research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance your own research interests.