Elizabeth (Zab) Johnson

Elizabeth (Zab) Johnson
  • Managing Director, Wharton Neuroscience Initiative

Contact Information

  • office Address:

    Steinberg-Dietrich Hall, Room 106, Philadelphia, PA 19104

Teaching

Past Courses

  • MKTG239 - VISUAL MARKETING

    As consumers, we are constantly exposed to advertisements and experience visual messages from product packages in stores, retail displays, and products already owned. In essence, visual marketing collateral is omnipresent and is an essential part of corporate visual identity, strategy, branding, and communication. Some of this falls to creative graphic design, but advertising, design, and marketing can also be significantly enhanced by knowledge of how visual information and its presentation context can be optimized to deliver desirable and advantageous messages and experiences. This course will emphasize how to measure, interpret, and optimize visual marketing. This course will use lectures, discussions, exercises and a group project, to help students understand the underlying processes that influence our visual perception and visual cognition. Students will learn about the theoretical processes and models that influence, attention and visual fluency. Students will also be exposed to eye-tracking instruments that help measure eye movement. Finally, we will explore how visual stimuli can influence consumer memory, persuasion, and choice. We will examine practical applications in marketing, advertising, packaging, retail, and design contexts.

  • MKTG739 - VISUAL MARKETING

    As consumers, we are constantly exposed to advertisements and experience visual messages from product packages in stores, retail displays, and products already owned. In essence, visual marketing collateral is omnipresent and is an essential part of corporate visual identity, strategy, branding, and communication. Some of this falls to creative graphic design, but advertising, design, and marketing can also be significantly enhanced by knowledge of how visual information and its presentation context can be optimized to deliver desirable and advantageous messages and experiences. This course will emphasize how to measure, interpret, and optimize visual marketing. This course will use lectures, discussions, exercises and a group project, to help students understand the underlying processes that influence our visual perception and visual cognition. Students will learn about the theoretical processes and models that influence, attention and visual fluency. Students will also be exposed to eye-tracking instruments that help measure eye movement. Finally, we will explore how visual stimuli can influence consumer memory, persuasion, and choice. We will examine practical applications in marketing, advertising, packaging, retail, and design contexts.

  • 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.

Knowledge@Wharton

How Corporate Governance Is Changing

A recent "Beyond Business" panel discussion, hosted by Wharton Dean Erika James, focused on how boards can redefine corporate governance to maximize a company’s social impact while balancing the needs of all stakeholders.

Knowledge @ Wharton - 11/23/2021
Layered Leadership and Apple’s Rise to the Top

In an excerpt from the revised and updated edition of their book ‘The Strategic Leader’s Roadmap,’ Wharton’s Harbir Singh and Michael Useem explore how Apple’s approach to leadership has contributed to its success.

Knowledge @ Wharton - 11/23/2021
How to Drive Energy Efficiency in Low-income Countries

Removing credit constraints and providing subsidies could lift adoption of energy efficient technologies in low-income households, according to a recent study co-authored by Wharton’s Susanna B. Berkouwer.

Knowledge @ Wharton - 11/22/2021