EXPERTISE

Advertising, Brands & Branding, Consumer Behavior & Insights, Marketing Experiments, Pricing

I have multiple streams of research that examine different marketing problems from the point of view of a consumer's psyche. In one area, I examine how consumers react to different types of price and non-price promotions as a function of how they are designed, structured and framed. In another area, I examine consumers make decisions about how to spend or save, and how much to spend, as a function of how they are paying and the prices they encounter. In a third area, I examine how consumers respond to questions, with the goal of minimizing response error and improving the reliability and validity of responses. In a fourth area, I examine how packaging shapes affect consumers judgments and behaviors. Finally, I also have an active research stream in the domain of health risk perceptions. In the past, I have done Exec Ed for Adobe, Bio Rad, Boston Scientific, Daimler Chrysler, Google and MasterCard among others. Currently, my colleague, Isabelle Engeler and I are collaborating with the race organizers of the Jung Frau Marathon and the Swiss Alpine Marathons races as part of our project on how we can improve socially desirable reporting of consumption motives. In past, with Kirk Wakefield and Jeff Inman, we have collaborated with a range of Sports teams to run field experiments testing our predictions of how re-framing a restricted promotion as a reward earned would improve click through rates and sales of seats. With PhD students, Shirley Bluvstein Netter, we are working on secondary data sets of tipping from a coffee shop in Philadelphia, and the same coffee shop ran tipping experiments for us where our goal was to identify optimal tipping options presented to the consumer. Ideally, I would like research collaborations, but I would be open to workshops and speaking engagements.