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Fernbach, Philip M Associate Professor

Positions

Research Areas research areas

Research

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.

keywords

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

Publications

selected publications

Teaching

courses taught

  • MBAX 6380 - Consumer Decision-Making: Behavioral Economics, Psychology, and Experimental Desi
    Primary Instructor - Spring 2021
    Consumer behavior often defies economic rationality. Behavioral economics attempts to integrate the quirks of human psychology into economic models; judgment and decision-making investigates how people solve economic problems. This course will introduce major theories, findings and ideas from these disciplines, and foundational concepts of experiment design that provide insight into consumer decision-making, with the goal of preparing future managers, analysts, consultants, and advisors to incorporate such insights into marketing and business strategies.
  • MBAX 6381 - Consumer Decision-Making: Behavioral Economics, Psychology, and Experimental Desi
    Primary Instructor - Spring 2021
    Consumer behavior often defies economic rationality. Behavioral economics attempts to integrate the quirks of human psychology into economic models; judgment and decision-making investigates how people solve economic problems. This course will introduce major theories, findings and ideas from these disciplines, and foundational concepts of experiment design that provide insight into consumer decision-making, with the goal of preparing future managers, analysts, consultants, and advisors to incorporate such insights into marketing and business strategies.
  • MKTG 3050 - Customer Analytics
    Primary Instructor - Spring 2018 / Spring 2019 / Spring 2021
    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. .
  • MSBX 5310 - Customer Analytics
    Primary Instructor - Fall 2018
    Provides a deep understanding of customer centricity and its implications for the firm; state-of-the art methods for calculating customer lifetime value and customer equity; analytical and empirical skills that are needed to judge the appropriateness, performance, and value of different statistical techniques that can be used to address a issue around customer acquisition, development, and retention. Students will use their knowledge of R programming in this course.

Background

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