Gayfryd Steinberg Professor
Co-Director, Risk Management, Decision Processes Center
Professor of Marketing
Research Interests: behavioral game theory., consumer decision analysis, decision making under uncertainty, dynamic decision making, sales response modeling
Robert Meyer is the Gayfryd Steinberg Professor and Co-Director of Wharton's Risk Management and Decision Processes Center. He is a noted scholar whose research focuses on consumer decision analysis, sales response modeling, and decision making under uncertainty. Professor Meyer's work has appeared in a wide variety of professional journals and books, including the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science, and Management Science. He is currently the editor-in-chief of the Journal of Marketing Research, and has previously served as co-editor of Marketing Letters, and associate editor of the Journal of Consumer Research, JMR, and Marketing Science. He also serves on the editorial review board of several major journals.
As co-director of Wharton's Risk center, some of Professor Meyer's recent research has focused on how individuals decide to invest in mitigation against low-probability, high-consequence, events such as hurricanes, earthquakes, and financial losses. Using laboratory simulations Professor Meyer and his colleagues have been able to show that failures of preparation that often precede catastrophes such as Hurricane Katrina, Sandy, and the 2008/09 housing and equities collapse are consistent with a number of hard-wired biases in how people respond to risk. This includes a tendency for people to fail to learn as much as they should from near-misses, and under-invest in instruments whose value can only be realized in the long run. One of the goals of the risk center is to aid the private and public sectors in developing strategies that allow these biases to be overcome.
At Wharton Professor Meyer has served as chair of the Marketing Department and Vice Dean of Wharton's doctoral programs. His teaching interests include courses in New Product Management, Research Methods, and Marketing Strategy, which he has taught at the MBA, executive MBA, and doctoral levels. He is also an active participant in a number of Wharton's executive education programs.
Professor Meyer joined the marketing faculty in 1990 after spending eight years on the faculty of the Anderson Graduate School of Management at UCLA, and two years at the Graduate School of Industrial Administration at Carnegie-Mellon University. He also has served as a visiting professor in the school of economics at the University of Sydney. He received his PhD in Transportation Geography from the University of Iowa in 1980.