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Publications in VIVO

Fernbach, Philip M Associate Professor


Research Areas research areas


research overview

  • Professor Fernbach's research interests deal with many aspects of consumer judgment and decision-making. Much of his work is inspired by causal model theory, the idea that people's judgments and decisions are based on knowledge of the world, knowledge that is represented in terms of causal structure. He also often uses mathematical modeling in his work and aims to create models that are simple, psychologically plausible and have minimal free parameters. He is currently active in research topics including explanation and subjective knowledge, causal reasoning and learning, self-deception, consumer planning, consumer financial decision-making, and antecedents of online consumer reviews.


  • Consumer behavior, judgment and decision-making, consumer research, cognitive psychology, cognitive science, computational modeling, marketing, marketing research


selected publications


courses taught

  • MKTG 3050 - Customer Analytics
    Primary Instructor - Spring 2018 / Spring 2019
    Students develop a deep understanding of customer centricity and its implications for the firm, learn about state-of-the-art methods for calculating customer lifetime value and customer equity and develop the analytical and empirical skills that are needed to judge the appropriateness, performance and value of different statistical techniques that can be used to address issues around customer acquisition, development and retention.
  • MKTG 3350 - Marketing Research and Analytics
    Primary Instructor - Spring 2018 / Spring 2019
    Explores fundamental techniques of data collection and analysis used to solve marketing problems. Specific topics include problem definition, planning an investigation, developing questionnaires, sampling, tabulation, interpreting results, and preparing and presenting a final report. Required for marketing majors. .


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