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Areas of specialty

From advertising to behavioural economics to game theory to product development and much more, Marketing faculty are engaged in a wide array of research activity.

Research Focus Faculty
Advertising and Persuasion Ching, Hawkins, Kim, Mitchell, Moorthy, Xu, Zhao
Advertising Strategy Ching, Dunne, Hawkins, Horstmann (Economic Analysis and Policy), Mehta, Mitchell, Moorthy, Shi, Soberman, Tsai
Affect in Judgment and Choice Cunningham, Kim, Lee, Maglio, Mitchell, Tsai
Attitude Theory Cunningham, Kim, Mitchell
Behavioral Economics Cunningham, Hawkins, Hossain, Lee, Maglio, Mazar, Mitchell, Soman, Tsai
Branding Aggarwal, Dunne, Kim, Maglio, Moorthy, Soberman
Causal Reasoning and Attribution Aggarwal
Choice Models Borkovsky, Ching, Goldfarb, Mehta, Meza
Consumer Identities
Consumer Knowledge and Expertise Hawkins, Mitchell
Consumer Spending, Saving and Credit Ching, Soman
Customer Relationship Management Soman
Decision Theory Aggarwal, Hawkins, Hossain, Kim, Lee, Maglio, Mazar, Mitchell, Shi, Soberman, Soman, Tsai, Xu, Zhao
Diffusion Models Ching, Moorthy
Econometric Analysis of Marketing Data Borkovsky, Ching, Goldfarb, Mehta, Meza, Moorthy
Embodied Cognition Lee
Emotion Cunningham, Lee
Endowment Effect Aggarwal, Hossain, Lee, Soman
Experimental Economics Hossain
Fairness and Justice Aggarwal, Cunningham
Game-Theoretic Models of Marketing Strategy Borkovsky, Ching, Goldfarb, Horstmann (Economic Analysis and Policy), Hossain, Mathewson (Economics), Mehta, Meza, Moorthy, Shi, Soberman
Goals Cunningham, Kim, Mitchell, Xu
Information Processing Cunningham, Hawkins, Lee, Maglio, Mitchell, Xu, Zhao
Market Entry and Pioneer Advantage Ching, Meza
Marketing and Technology Borkovsky, Goldfarb, Hossain, Meza
Memory Hasher (Psychology), Hawkins, Lee, Mehta, Mitchell
Mental Imagery Hawkins, Lee, Zhao
Metacognition Cunningham, Hawkins, Lee, Mitchell, Tsai
Metaphor Lee
Mimicry Aggarwal
Neuroscience Cunningham
Nonconscious Processes Cunningham, Lee, Mitchell, Xu
Pricing and Price Promotions Borkovsky, Ching, Goldfarb, Hossain, Mazar, Mehta, Meza, Moorthy, Shi, Soberman, Soman
Product Development Borkovsky
Public Policy Ching, Mazar, Soberman, Soman
Retailing and Channel Management Mathewson (Economics), Meza, Moorthy, Shi, Soberman, Soman
Sales Force Management Ching, Shi, Soberman
Services Soberman, Soman
Social Cognition Lee

Research Report Series Behavioural Economics in Action

A nudge is defined as: “to seek the attention of by a push of the elbow. To prod lightly. Urge into action.” 

Practitioners Guide to Nudging

Research in behavioural economics has shown that changes in the environment dis-proportionately influence behaviour. Rather than placing restrictions or changing economic incentives, nudges influence behaviour by changing the way choices are presented in the environment. This report will help you design your own nudges.

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Towards a Taxonomy of Nudging Strategies

The second report in the series, presenting two ways of organizing the different kinds of nudges into a comprehensive taxonomy or framework.

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Nudging Around the World

The third report in the series sets out to compares and contrast tools in behavioural economics with other approaches to behaviour change, presents some guidelines on how to choose the appropriate tools for policy and welfare, as well as summarizes the use of behavioural economics initiatives by jurisdictions across the globe.

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Report Snapshot India Innovation Institute - Is Crowdfunding Right for You?

In the past couple of years, in India and the rest of the world, Crowdfunding has emerged as a simple and innovative online tool that provides small businesses and start-ups with opportunities to increase their social media presence, investment base, and funding prospects. In this report, we
  • Review and analyze Crowdfunding initiatives
  • Identify conditions under which it might be particularly successful
  • Describe a process for implementing a Crowdfunding strategy
  • Provide some case studies, and raise some issues for how this nascent model might evolve over the next few years