Areas of Research

Faculty research and expertise in the Department of Marketing falls into the following areas:

ADVERTISING EFFECTS Faculty Experts
Advertisements are aimed at capturing consumers' interest in what a company is advertising or to buy a product. Using persuasive and engaging communication, companies give the information on a product, idea, or service in the hopes that the consumer will behave in the way they want. Advertisements can be heavily influential in a consumers' buying habits.

Merrie Brucks
Bikram Ghosh 
Yong Liu
Jesper Nielsen
Martin Reimann

BRANDING Faculty Experts
All entities-- products, organizations, and persons—are branded when they are perceived to have an identity and a reputation that determines how producers and consumers relate to them. The name of the brand carries a cloud of associations that enables the observer to accept or reject it.

Merrie Brucks
Mrinal Ghosh
Sidney Levy
Martin Reimann
Hope Schau
Jennifer Savary
Nooshin Warren

BUSINESS ANALYTICS Faculty Experts
 
Bikram Ghosh
Yong Liu
Madhu Viswanathan
BUSINESS to BUSINESS AND MARKETING CHANNELS Faculty Experts
Business-to-business (B2B) describes mutually beneficial relationships between businesses, such as a manufacturer and a wholesaler, or between a wholesaler and a retailer. This can be contrasted with business-to-consumer or business-to-government marketing.
Bikram Ghosh
Mrinal Ghosh
Madhu Viswanathan
Robert Lusch
 
CONSUMER PSYCHOLOGY Faculty Experts
Consumer psychology is the study of individuals, groups, or organizations and how they come to consume products, services, experiences, or ideas in order to satisfy their purposes. Consumer and social psychology describe consumers’ motivations, perceptions, cognitions, and actions in relation to goods and services, studying the impact that these processes have on both the consumer and the culture.

Merrie Brucks
Anastasiya Pocheptsova Ghosh
Sidney Levy
Martin Reimann
Jesper Nielsen
J
ennifer Savary

E-COMMERCE AND SOCIAL MEDIA Faculty Experts
E-commerce is a type of marketing tool using computer-to-computer technology in order to buy and sell products or service, this is usually done over the internet. E-commerce also utilizes technology to transfer information important to buying, manufacturing, selling, distribution, and account process inherent to supply chain activities.

Bikram Ghosh
Yong Liu
Anastasiya Pocheptsova Ghosh
Hope Schau

EMOTION AND MOTIVATION IN CONSUMER DECISIONS Faculty Experts

It is clear that consumer behavior cannot be fully explained by cognitive reactions alone. It is therefore important that marketers both understand and consider consumers’ emotions and motivations as part of their strategic planning.  Research on consumer affect and motivations explores how consumers’ feelings and goals in an about a particular consumption situation impact their judgments and decision-making, including their choices, persuasion, health-regulation, self-control, and creativity.

 Jesper Nielsen
Anastasiya Pocheptsova Ghosh
Caleb Warren
FINANCIAL METRICS Faculty Experts

It is important for the companies to translate marketing resource allocations and marketing actions’ performance consequences into financial and firm value effects. Research in this area attempts to expand the knowledge on the financial impact of marketing actions and the effect of these strategic actions on shareholder value.

 
Mrinal Ghosh
Yong Liu
Nooshin Warren
JUDGEMENT AND DECISION MAKING Faculty Experts

How do people make decisions? What factors influence judgments and preferences?  How do implicit biases affect our choices?  Why does contextual information, that is not directly related to the options available, dramatically affect what we choose? Sometimes referred to as “Behavioral Economists,” Judgment and Decision Making researchers investigates these and related questions.

 Anastasiya Pocheptsova Ghosh
Jesper Nielsen
Jennifer Savary
Caleb Warren
NEUROSCIENCE OF CONSUMER BEHAVIOR Faculty Experts

The neurosciences of consumer behavior is the study of neurophysiological processes as explanations for how and why consumers, for example, choose one product over another, respond to advertising, assess value to product options, and build and maintain relationships with brands. Neuroscientific tools such as functional neuroimaging allow for a direct measurement of affective and cognitive processes at the brain level, and thus help gain a deeper understanding on consumers’ attitudes and behaviors.

 Martin Reimann
PUBLIC POLICY AND SOCIAL MARKETING Faculty Experts
Understanding the importance of public policy in the marketing industry is pertinent. Not only do marketing professionals abide by regulations, but they also help influence and implement policy. This is particularly important as the rise in social marketing continues. Social marketing is the integration of philosophies like Corporate Social Responsibility into an organization’s business practices. Social marketing is aimed at achieving some goal(s) for social good.

Merrie Brucks
Yong Liu
Jesper Nielsen
Hope Schau
Melanie Wallendorf

PROMOTIONS Faculty Experts
Promotions is one of the four elements of the marketing mix (price, product, promotion, and distribution). Companies use promotions as a way to communicate with consumers and bring attention to products by adding extra values towards the purchase.
Martin Reimann

 

SALES FORCE ISSUES Faculty Experts
Being able to evaluate the impact of your sales force is pertinent in the world of marketing. Each business unit has a number of people and process in place in order to impact sales of a product or service. Business must continually evaluate the progress of their sales force teams, as sales is at the core of success.

Mrinal Ghosh

SOCIOLOGY OF CONSUMPTION Faculty Experts
In order to better understand consumers, research can be done on different human social behaviors. Understanding how these social behaviors can influence the way a consumer chooses to consume can greatly help professionals target their strategies to specific markets that are influenced by social interactions.
Caleb Warren
STRATEGY Faculty Experts
Marketing strategy is a company's approach to business that secures and develops profitable customer relationships. It is the process that allows an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable future.

Mrinal Ghosh
Yong Liu
Robert Lusch
Hope Schau
Madhu Viswanathan

TECHNOLOGY AND INNOVATION Faculty Experts
Companies use technology and innovation to create new products and services for consumers. Technology is also used to create new paths of communications with customers. Companies can utilize both to differentiate themselves from competitors.
Nooshin Warren

 

For more information, please contact us.