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Marketing
 
Behavioral, quantitative and managerial orientations are all reflected in the individual interests of the marketing faculty who, in collaboration with doctoral students, are actively involved in groundbreaking research. Students understand, explain and predict the effectiveness of various marketing strategies and to develop theoretical frameworks with which more efficient strategies can be designed.
From the Marketing Chairs
 

"Welcome and thank you for your interest in a Ph.D. in marketing from UCLA Anderson! Marketing is a broad area, and we encourage curious individuals with strong economics, psychology or business training, as well as documented research experience, to apply. Our Ph.D. program is designed to allow students to concentrate in either a behavioral or quantitative marketing track, with training in economics and psychology to complement your coursework within marketing. We foster a collaborative environment and work hard to establish our students as successful researchers with strong publication records prior to graduation. Our excellent track record of placing our students in top research schools around the world speaks to the strength of our approach. To learn more about what our program focuses on, and to clarify the match to your own research interests, we strongly encourage you to read more on these pages about the work done by our faculty and students. "

Suzanne Shu, Ph.D. & Sanjay Sood, Ph.D.
Marketing Chairs

Explore the Program
 
Meet the Faculty
Meet the Faculty
Meet the Students
Meet the Students
Courses & Seminars
Courses & Seminars
Milestone Publications
 

People Who Choose Time over Money Are Happier
Hal Hershfield and Cassie Mogilner Holmes

Although thousands of Americans say they prefer money, having more time is associated with greater happiness.

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Effects of Internet Display Advertising in the Purchase Funnel
Randy Bucklin

Model-based insights from a randomized field experiment analyzed the value of reallocating display ad impressions across users at different stages.

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The Benefits of Emergency Reserves: Greater Preference and Persistence for Goals That Have Slack with a Cost
Suzanne Shu

The exploration of how marketer-based programs designed to help consumers reach goals face dual challenges of consumer signup and motivating consumers to reach desirable goals.

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Alumni Success
 

Marissa Sharif (’17)

Assistant Professor of Marketing, The Wharton School of the University of Pennsylvania

Dissertation: The Emergency Reserve: Benefits of Providing Slack with a Cost

Marissa Sharif researches consumer behavior, judgment and decision-making, motivation and memory. She has forthcoming publications co-authored with Professors Suzanne Shu and Danny Oppenheimer.

Wayne Taylor (’17)

Assistant Professor of Marketing, Southern Methodist University

Dissertation: Modeling Customer Behavior in Loyalty Programs

Wane Taylor's research focuses on customer analytics with the goal of providing impactful results to both academia and managers. Much of his current work has evolved from applied projects with large companies. His article "Getting Gamblers Back to the Casino: The Impact of Wins and Losses on Return Times" is forthcoming in the Journal of Management Research.

Elizabeth Webb (’14)

Assistant Professor of Marketing, Columbia Graduate School of Business

Dissertation: Understanding Risk Preference and Perception in Sequential Choice

Elizabeth Webb is now a faculty member at Columbia's Graduate School of Business, where she teaches the Behavioral Economics and Decision Making elective course. Her research focuses on sequential risk-taking and situational factors that can affect risk attitudes and perceptions over time. She also researches and evaluates the psychology of money, and emotional experiences in the consumer realm. Webb earned a BA in Economics from University of California, Berkeley in 2005, and a Ph.D. in Marketing from UCLA Anderson in 2014.

Claudia Townsend (’10)

Assistant Professor of Marketing, University of Miami School of Business Administration

Dissertation: The Impact of Product Aesthetics in Consumer Choice

Claudia Townsend studies aesthetics and visual presentation in consumer choice, prosocial consumer behavior and behavioral decision theory. She recently published "The Space-to-Product Ratio Effect: How Interstitial Space Influences Aesthetic Appeal, Store Perceptions and Product Preference" in the Journal of Marketing Research.

Oliver Rutz (’07)

Associate Professor of Marketing, University of Washington Foster School of Business

First academic placement: Yale University
Dissertation: Essays in Cooperative Game Theory

Oliver J. Rutz has published award-winning research in the most prestigious academic journals in his field. He shares the 2016 William F. O'Dell Award with his dissertation chair, Professor Randy Bucklin, for their Journal of Marketing Research article "From Generic to Branded: A Model of Spillover in Paid Search Advertising."

Catarina Sismeiro Ribeiro (’02)

Associate Professor of Marketing, Imperial College London

First academic placement: University of Southern California
Dissertation: Modeling Browsing and Purchase on the Internet Using Click Stream Data

Catarina Sismeiro has published widely on statistical modeling and testing, modeling cross-market (spatial) dependencies for both internet and non-internet data and consumer behavior on interactive media. She currently studies physician decision-making and the impact on physicians of pharmaceutical marketing communications, the analysis of internet information search and the multilevel spatial structure of internet purchase decisions. In 2003 she won the Paul E. Green award that honors articles published in the Journal of Marketing Research that contribute significantly to the practice of marketing research, and in 2005 she won the ADMES/MARKTEST scientific excellence award.