I am David Eccles Professor of marketing at the University of Utah. I have a PhD in marketing from the University of Iowa. My current research interests can be broadly classified into two areas. I investigate research questions in the domains of behavioral decision theory, cognitive biases, consumer psychology and behavioral economics. I am also using predictive analytics to understand and predict decisions made by consumers in the marketplace. The insights I derives from unstructured data are applied in my many collaborations with firms.
My research has implications for consumer decision-making, managerial strategies, risk assessment, financial decision-making, well-being, and consumption-related decisions. I have served as an expert witness in Lanham Act trademark litigation involving secondary meaning, likelihood of confusion, and deceptive advertising surveys.
My research has appeared in numerous leading journals of marketing, business, and psychology such as the Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Marketing, Marketing Science, Management Science, Organizational Behavior and Human Decision Processes etc. My work has been featured in a variety of media outlets such as MSNBC, Wall Street Journal, Scientific America, NPR, SmartMoney, CBS, The New York Times, Washington Post.
I teach at all levels of business school. Some of the classes I have taught over years are
Introduction to Advertising (Undergraduate)
Strategic Marketing Communication (MBA/Professional MBA)
Decision Making Seminar (PhD)
Advanced Analysis Methods for Behavioral Research (PhD)