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Publications in VIVO

Duncan, Calvin P

Assoc Professor Emerita/Emeritus


Research Areas research areas


research overview

  • Dr. Duncan's research focuses on understanding decision-making processes at both the firm level and at the individual consumer level. At the firm level, he examines how companies can use market intelligence data to improve marketing strategy performance, and how strategy performance itself can best be measured. At the individual consumer level, his work explores consumer pre-purchase search strategies.


  • marketing strategy development, branding strategy, marketing performance measurement, humor in advertising, marketing performance assessment


selected publications


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