Faculty

PhD, Ben-Gurion University; MBA, Tel-Aviv University

Gil Appel joined the USC Marshall Marketing Department in 2016. His research focuses on the emerging digital world and in particular understanding growth and retention dynamics in digital markets as well as uncovering consumer behavior from digital data, turning "big data" into smart information. He collaborates with a range of firms from eBay to app developers, gaming companies, and others, to show how digital goods may grow fundamentally differently than classic physical products and to highlight the need to re-examine the fundamentals of new product marketing in the new consumer environment. He teaches Internet Marketing in the Marshall undergraduate program.

PhD, MS, BS, University of Wisconsin; MBA, University of Minnesota

Diane Badame specializes in the fields of marketing management, customer satisfaction and new product development. She currently serves as the Academic and Program Director of the Master of Science in Marketing Program. Professor Badame received Marshall's Golden Apple Teaching Award in 2010 and 2018. Before joining Marshall, she held senior management positions with major consumer packaged goods and financial services companies. Professor Badame also consults with business organizations in the areas of marketing strategy, new product developments and customer satisfaction.

Ph.D., University of Miami; M.S., Carnegie Mellon University; B.Sc., University of Basel, Switzerland

Eva Buechel is an Assistant Professor of Marketing at the University of Southern California. Her research interests focus on the psychological processes that shape consumer judgments, decisions and behaviors. Specifically, she examines how current experiential states affect cognitions and how these in turn determine consumers’ estimations of utility and value. Her research appeared in top marketing and psychology journals, including Journal of Consumer Research, Journal of Personality and Social Psychology, Journal of Experimental Psychology: General, and Emotion. She teaches the undergraduate marketing fundamentals course at the Marshall School of Business.

MBA, University of Southern California; BA, Harvard University

Miriam Burgos specializes in multi-cultural marketing and sales management. Prior to joining USC, Professor Burgos worked in the consumer packaged goods industry with Procter & Gamble and Colgate Palmolive where she developed expertise in how a multi-national corporation successfully takes a product to market in a global economy from initial concept to branding, and ultimately to consumers' homes and workplaces. She was a project manager in Procter & Gamble's multicultural business development organization and also has experience in marketing strategy, cause-marketing, and small-business marketing plan development.

PhD, Duke University; Diplom-Kauffrau, Johannes Gutenberg University

Kristin Diehl's research focuses on how consumers search for and use product information, particularly in environments where search costs are low, assortments are large, and recommendation tools may be available. She also studies how people anticipate, experience, and remember events that unfold over time. In particular, she is interested in how taking photos during such experiences affects consumers’ enjoyment and memories of the experience. Professor Diehl has published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Behavioral Decision Making, Journal of Retailing, Journal of Personality and Social Psychology, Journal of Experimental Psychology, and Psychological Science. In 2010, she received the Early Career Award from the Association for Consumer Research. Professor Diehl is a member of the Editorial Review Boards of the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology. Professor Diehl teaches classes on consumer behavior. Previously, she taught at the University of South Carolina and Duke University.

PhD, University of Pittsburgh; MS, West Virginia University; BS, Virginia Tech

Anthony Dukes studies the economics of marketing strategies, particularly as it applies to pricing, retail and distribution channels, and antitrust. Professor Dukes’ research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, and other leading academic journals. He teaches pricing strategies and the core marketing management course in Marshall’s MBA.PM program. He is an associate editor of the Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics.

PhD, University of Minnesota

Shantanu Dutta is an expert on strategic marketing, especially in high technology markets. He also studies how firms use distribution, partnerships, and value pricing to build competitive advantage. His research has been published in leading marketing, economics, and management journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Quarterly Journal of Economics, Journal of Law and Economics, Journal of Law, Economics and Organization, Management Science, and Strategic Management Journal. He serves on the editorial board of the Journal of Marketing Research and Marketing Science.

MBA, Harvard University; BA, University of New Mexico

James Ellis was appointed Dean of the Marshall School of Business in 2007. Previously, he served as the University's Vice Provost for Globalization, Marshall's Vice Dean for External Relations, and Marshall's Associate Dean for the Undergraduate Program. As an instructor, he has been named professor of the year by many organizations and in 2003 received Marshall's Golden Apple Award and Teaching Has No Boundaries Award. Professor Ellis continues to teach Marshall's invitation-only Freshman Leadership Colloquium each fall. Dean Ellis serves on boards at the Capital Group and Mercury Insurance as well as a number of non-profit boards.

PhD, University of California, Los Angeles; BA, University of Texas at Austin
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Valerie Folkes studies consumers' responses to negative information and attributions for service and product performance. Her research has been widely published, including in the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing. She serves on the editorial review board of the Journal of Consumer Research, the Journal of Consumer Psychology and Journal of Marketing. She is an Associate Editor for the Journal of Consumer Research and was an Area Editor for the Journal of Consumer Psychology. Professor Folkes served as president of the Association for Consumer Research in 2001, and is a Fellow of the Consumer Psychology Division of the American Psychological Association

DBA, MBA, Indiana University; BA, BS, Bemidji State University

Gary Frazier is an expert on structuring and managing channels of distribution and has published extensively in leading marketing journals. He currently serves as editor of Journal of Marketing. He has won several awards for his teaching including Marshall's Golden Apple Award in 2008. Professor Frazier has consulted and taught for a number of major corporations including Coca-Cola, General Electric, Honeywell, IBM, Intel, Microsoft, and Weyerhaeuser and is active in expert witnessing. He served as an advisor to the Justice Department in its examination of Microsoft. Before joining USC in 1984, Professor Frazier served on the faculty at the University of Illinois.

PhD, University of Michigan-Ann Arbor; MS, Phillips University

Professor Hagen conducts research on consumer behavior. Within this domain she is particularly interested in how consumers use various strategies to to feel better about themselves and their consumption decisions. She teaches undergraduate consumer behavior courses at the Marshall School of Business.

MBA, BS, University of California, Los Angeles

Ira S. Kalb is a professor, consultant, speaker and author of 10 books and 357 published articles and 613 media appearances. He has 45 years of business experience as President and VP of marketing of COMPAL Inc. and CEO of Kalb & Associates. He received the Golden Apple teaching award in 2009, 2011, 2014, and 2016. He was Knighted by the Finnish Government as Knight First Class of the Order of the Lion of Finland. Students and clients are employing his marketing inventions with great success in the marketplace. He is on a Wall Street Journal crisis management expert panel.

MBA, University of Southern California; BS, California State University, Fresno

Rex Kovacevich specializes in the direct marketing of retail and small business financial products. He is a recipient of the Golden Apple Award and the Faculty Award for Innovation in Teaching and created Marshall's first online undergraduate core course. While in the corporate world, he progressed through different product management and sales management positions with a major California bank. He has also done consulting work for several small and large organizations in the financial services industry.

PhD, Queen's University; MA, BA, York University

Robert V. Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations at USC Annenberg, a position he shares with the USC Marshall School of Business. Previously, he has been a marketing professor at Northwestern University’s Kellogg School of Management, the University of Wisconsin-Madison’s Wisconsin School of Business, and York University’s Schulich School of Business. He has been widely recognized as an educator, winning the coveted Sidney Levy Teaching Award at the Kellogg School and the Seymour Schulich Teaching Award in Canada. He has also taught courses and classes in Sydney, Istanbul, Rio de Janeiro, Dublin, Bergen (Norway), Glasgow, Paris, Geneva, Auckland, and Tokyo. 

PhD, University of Maryland; MA, State University of New York, Buffalo; BS, Nankai University

Lan Luo studies new product development and marketing implications of new product launches. Her research has been published in Marketing Science and Journal of Marketing Research, among other journals. Professor Luo is the recipient of the John D.C. Little Award, the Donald R. Lehmann Award, and is a finalist for the Paul E. Green Award. Each is a major research award in the field of marketing. She has also been granted the Dean’s Research Excellence Award at the Marshall School of Business. In 2011, Professor Luo was named as a MSI Young Scholar, awarded once every two years to scholars mostly likely to be "potential leaders of the next generation of Marketing academics". She also received Marshall's Golden Apple Award for her teaching excellence.

PhD, University of Pittsburgh; BA, Smith College

Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought and the Long-Term Contribution Award from the Review of Marketing Research. She has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. Debbie is co-author of a leading textbook on consumer behavior, several edited volumes on branding, and an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure, and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. She has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. She has also received the USC Mellon mentoring award for her mentoring work with faculty. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies.

PhD, SB, Massachusetts Institute of Technology

Dina Mayzlin research focuses on how businesses manage social interactions. She also studies advertising and communication strategies. Professor Mayzlin's research has won a number of awards, including the John D.C. Little Best Paper Award, the ISMS Long Term Impact Award, the O'Dell Long Term Impact Award, and the Frank M. Bass Outstanding Dissertation Award. She serves on the editorial boards of Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing. Prior joining USC, Professor Mayzlin served on the faculty of Yale University's School of Management.

PhD, MBA, University of Chicago; BS, Northwestern University

Joseph Nunes is an expert on loyalty programs, status and luxury goods, pricing, and consumer and managerial decision-making. He has published numerous papers in top marketing journals including the Journal of Marketing Research, the Journal of Consumer Research, Marketing Science, the Journal of Marketing, and Harvard Business Review. He serves on the editorial boards of the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Consumer Psychology and Marketing Science. In 2006, he received Marshall's Dean's Award for Excellence in Research. Professor Nunes has consulted for a variety of companies including Southwest Airlines, Kampgrounds of America, Nestlè, and Abbott Laboratories.

PhD, MS, University of Illinois at Urbana- Champaign; BA, Seoul National University

C.W. Park has recently published a book titled Brand Admiration: Building a Business People Love (Wiley). In addition, he has also published numerous articles in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, and Journal of Marketing. He was the editor of the Journal of Consumer Psychology (2008-2012) and serves on the editorial board of the Journal of Marketing and the Journal of Consumer Psychology. Professor Park is currently director of Global Branding Center. Prior to joining USC, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Katz School of Business at the University of Pittsburgh.

PhD, University of Southern California; MBA, BA, California Polytechnic State University

Lars Perner's research interests focus in non-profit marketing, sponsored fundraising, consumer behavior, consumer price response, branding, and bargain hunting. His work has been published in the Journal of Marketing Management, Journal of Marketing Education, Journal of Consumer Affairs, and Journal of Consumer Psychology. He currently serves as a faculty coordinator for the Department of Marketing's undergraduate introductory marketing course sections, which serve approximately 1,600 students every academic year.

MS, BS, Pennsylvania State University

Jerry Power is the Executive Director of The Institute for Communications Technology Management (CTM). In this role, Jerry works to identify emerging trends that will reshape the evolutionary trajectory of the communications industry. A part of the communications industry for more than 30 years, holding positions in Marketing, Corporate Strategy, Business Development, and Product Management. Jerry is a strong proponent of anticipating and encouraging behavioral shifts that increase the utility of products/services to better serve growing markets. That philosophy is embraced by the CTM in order to provide increased insight and understanding.

PhD, MA, The Ohio State University; BA, University of Iowa

Joe Priester is an expert in the field of Consumer Psychology in which he explores the psychological processes underlying consumer behavior. His research focuses on how evaluative judgments guide thoughts, feelings, and behavior. He has written and edited academic books, as well as having published chapters and papers. His research has appeared in Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Consumer Research, and Psychological Science. He is the co-editor of the ``Research Dialogue'' section of Journal of Consumer Psychology.

PhD, Boston University; BA, Politecnico di Milano

Davide Proserpio is an Assistant Professor of Marketing at University of Southern California Marshall School of Business. In his research, Professor Proserpio seeks to measure and quantify the impact of digital data and platforms on industries and markets, and most of his work focuses on the empirical analysis of a variety of companies including Airbnb,TripAdvisor, and Expedia. Professor Proserpio holds a B.S. from Politecnico di Milano (Milan, Italy), a M.S. from Carlos III University (Madrid, Spain), and a Ph.D. in Computer Science from Boston University.

PhD, Cornell University; MA, Delhi School of Economics

Dinesh Puranam's research focuses on measuring "voice" from unstructured data and understanding its implications for consumers, firms and regulators. The term "voice" is defined broadly to include all types of discussion captured in unstructured format- consumer opinions as captured in consumer reviews and blogs, intra firm discussions and, public communications by firms and regulatory institutions. He combines econometric methods, machine learning and natural language technologies to examine the influences on and of "voice". Prior to joining academia, he was an analytics and business process consultant for 9 years. He has worked on assignments in China, Mexico, India, the UK and the USA for companies such as P&G, GE, Discover Financial, Fingerhut and Hess Energy.

Ph.D., University of Minnesota; M.B.A., Columbia Business School; A.B., Harvard University

Maria Rodas is an Assistant Professor of Marketing at USC’s Marshall School of Business. Her research interests focus on branding, cross-cultural consumer behavior, and consumer wellbeing. In 2018, she received AMA’s Matthew Joseph Emerging Scholar Award. Prior to working in academia, Professor Rodas spent a decade working in management consulting and in the consumer packaged goods industry. Her industry experience is predominantly in brand management, having worked with brands such as Yoplait, Old El Paso, Wrigley’s Extra Gum, and Palmolive. She teaches classes on consumer behavior. Previously, she taught at the University of Minnesota.

PhD, Yale University; MBA, University of California, Los Angeles; BA, Stanford University

Dennis Schorr is an expert on strategic flexibility, marketing resources and capabilities, and competitive advantage. His research has been published in the Journal of Personality and Social Psychology. He has consulted for a variety of organizations in Marketing Strategy, Marketing Research and Strategy, and Total Quality Management and Market Responsiveness.

Dr. phil. habil., University of Heidelberg;  Dr. phil., University of Mannheim; Dipl.-Soz., University of Mannheim.

Norbert Schwarz is an expert in consumer judgment and decision making. He investigates how subtle contextual influences shape how we make sense of the world, with downstream consequences for consumer behavior, health behavior, and political preferences. Schwarz has been elected to the American Academy of Arts and Sciences and the German National Academy of Science and serves on the editorial boards of leading journals in marketing, psychology, and the social sciences. Prior to joining USC he was the Charles Horton Cooley Collegiate Professor of psychology, business, and social research at the University of Michigan.

PhD, University of California, Los Angeles; PGDM, Indian Institute of Management - Calcutta; BTech, Indian Institute of Technology - New Delhi

Sivaramakrishnan Siddarth is an expert in the development and use of response models to understand consumer and market behavior. His research has been published in the Journal of Marketing Research, Journal of Marketing, Management Science, and Marketing Science among others. Professor Siddarth currently serves on the editorial board of Marketing Letters. He is a recipient of the O’Dell outstanding paper award from the Journal of Marketing Research, the USC Mellon Award for excellence in mentoring graduate students, the Evan C. Thompson Faculty Teaching and Learning Innovation Award, and several Golden Apple teaching awards.

PhD, University of Michigan - Ann Arbor; MA, Xavier School of Management: BS, University of Bombay

Gerard J Tellis (PhD Michigan) is Professor of Marketing, Management and Organization, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in innovation, advertising, social media, new product growth, and global market entry. He has published 7 books and over 200 papers (http://www.gtellis.net ) that have won over 21,000 citations in Google Scholar. His publications have won over 20 awards. He is President-elect of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research.

PhD, University of Southern California; BA, Duke University

Arianna Uhalde is a consumer psychologist who specializes in consumer-brand relationships and consumer wellbeing. She earned her Ph.D. in Marketing (with an emphasis in Consumer Psychology & Behavior) from USC’s Marshall School of Business. She teaches several classes at Marshall, including Consumer Behavior, Advertising & Promotion Management, and a new class she developed called Happiness & Wellbeing in the Marketplace. Arianna is also a researcher at USC’s Performance Science Institute, developing projects and programming related to the psychological determinants of high performance. Her work at the PSI reflects her passion for understanding individuals’ motivation and performance across contexts (as well as burnout, performance-related mental health challenges, and substance abuse). With expertise in market research and consumer insights, Arianna has advised various companies in the L.A. area, including Los Angeles Football Club (LAFC), MORE Labs, and The Honest Company.

PhD, University of Maryland, MBA, M.S. and B.S, Stanford University

Kalinda Ukanwa is Assistant Professor of Marketing at the University of Southern California. Professor Ukanwa is a theory-driven empirical modeler with research interests in quantitative marketing models. Her research focuses on how the dynamics of consumer social interactions, especially consumer reputations, have implications for firm decision-making. In a prior life, Professor Ukanwa was an industrial engineer, financial analyst, and finance executive at Walt Disney, Citigroup, Viacom, and Kaplan. She is the winner of the 2018 Eli Jones Promising Young Scholar Research Excellence Award. Furthermore, Kalinda is a recipient of the University of Maryland Graduate School University Fellowship as well as a Marketing Science Institute research grant. Professor Ukanwa holds a B.S. and M.S. in Industrial Engineering from Stanford University, an M.B.A. from the Stanford Graduate School of Business, and a Ph.D. in Marketing from the University of Maryland-College Park. She is an NSF Honorable Mention Scholar.

PhD, New York University; MBA, Koç University; BS, Istanbul Technical University

Gülden Ülkümen is Associate Professor of Marketing at the University of Southern California. She received her PhD in Marketing from New York University. Professor Ülkümen’s research interests include consumer budgeting and savings decisions, consequences of categorization on consumers’ decisions, and the impact of uncertainty on decision making. She has been recognized as a Young Scholar by the Marketing Science Institute (MSI). Professor Ülkümen serves on the editorial boards of the Journal of Consumer Research and the Journal of Consumer Psychology, and she is an ad hoc reviewer for journals including the Journal of Marketing Research, as well as research funding agencies such as the National Science Foundation and Israel Science Foundation. Her research has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Experimental Psychology: General. This work has also been featured in The New York Times, U.S. News, and Yahoo Finance. She is currently teaching the Marketing Management course (MBA) and has previously taught the Consumer Behavior course at the Marshall School of Business at USC.

PhD, University of Pennsylvania; BS, Bocconi University

Max develops economic and statistical models to analyze market data. One of his research areas focuses on the network structures in markets (e.g., social networks). He derives insights from the connections between consumers or products, which tend to be omitted in the traditional diagram of market analysis. Another area where he spends lots of time is the marketing-finance interface. He brings models that have been traditionally deployed in consumer analysis to the analysis of frictions in financial markets. The markets that Max has studied include the airlines, credit scoring, motion pictures, institutional investors, online communities, ride-sharing, auto loans, crowdfunding, and others. Max's research has been published in Management Science, Marketing Science, Economic Journal, and Quantitative Marketing and Economics. He teaches the undergraduate core classes in marketing.

PhD, University of Wisconsin, Madison; MBA, University of Kansas, Lawrence; MA, The Ohio State University; BS, University of California, Santa Barbara

Allen Weiss studies technology marketing, particularly how firms make decisions in technologically sophisticated markets. His research has published in the Journal of Marketing Research, Journal of Marketing, Management Science, Organization Science, and Journal of Financial Economics. Professor Weiss consults with high-technology and internet firms, including Intel Corporation, Texas Instruments, COMPAQ, and IBM.

MBA, University of Southern California; BA, University of St. Thomas

Therese Wilbur has 20 years of business experience from her positions at Andersen, Prudential and Mattel. She has extensive marketing experience from Mattel, where she was Senior Marketing Director of International Marketing for Girls/Barbie. Her global marketing expertise includes both B:C and B:B marketing, brand management, marketing strategy and execution, advertising, distribution, packaging and product development. She has directed and completed the entire new product development process, from opportunity identification to concept generation and selection to product development and launch.

PhD, MS, University of Massachusetts; BS, University of Illinois at Urbana- Champaign

Wendy Wood is a social psychologist whose research addresses the ways that habits guide behavior - and why they are so difficult to break - as well as evolutionary accounts of gender differences in behavior. Professor Wood has been Associate Editor of Psychological Review, Journal of Personality and Social Psychology, Personality and Social Psychology Review, and Personality and Social Psychology Bulletin. She is a Fellow of the American Psychological Association, the American Psychological Society, the Society for Experimental Social Psychology, and a founding member of the Society for Research Synthesis. Her research has been funded by the National Science Foundation, National Institute of Mental Health, and Rockefeller Foundation. Prior to joining USC, Professor Wood was James B. Duke Professor of Psychology and Neuroscience and Professor of Marketing at Duke University.

PhD, University of Toronto; MA, Peking University; BA, Renmin University of China

Botao Yang's research interests include Technology Adoption, Dynamic Discrete Choice Models, Empirical Industrial Organization, Applied Game Theory and Behavioral Economics. Methodologically, he does both structural modeling and analytical modeling. His current research examines 1) measuring consumers' adoption costs of new technology products; 2) how strategic thinking affects firms' technology adoption decisions; 3) the product strategies of firms that are secondary entrants into a market where consumers are uncertain about the secondary entrants' product quality; 4) the relation between callers' social ties and their wireless phone service consumption. He has published in the Journal of Marketing Research. He is a winner of the 2008 MSI Alden G. Clayton Doctoral Dissertation Proposal Competition.

PhD, MS, MA, The Ohio State University; BA, Renmin University

Sha Yang's research focuses on modeling consumer purchase behavior and market competition. Her recent research interests include search engine advertising and social network. She is a leader in developing models with sophisticated interactions among consumers and firms, and is a pioneer in introducing Bayesian methods into estimation of such interactions. Professor Yang has published more than 20 articles, and serves on the editorial board of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. Professor Yang has collaborated with many companies including Visa, Miller Brewing Company, HP, Pepsi Co., CBS, TNS, McCann Ericson, epinions.com, Taobao.com and China Mobile.