Faculty

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 graduate classes in pricing and in marketing analytics. He is an associate editor of the Journal of Marketing Research, Management Science, and Marketing Science.

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.

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, 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

Lan Luo’s primary research interests relate to applications of artificial intelligence in marketing. She publishes and serves on the editorial review board of premier marketing journals such as Journal of Marketing Research and Marketing Science, among others. Professor Luo is the recipient of several prestigious research awards, including the John D.C. Little Award, the Donald R. Lehmann Award (twice), and the Paul E. Green Award finalist (twice). At USC Marshall, she has been granted the Dean’s Research Excellence Award and Golden Apple Award for her teaching excellence. Professor Luo also consulted for commercial litigation involving product defects and counterfeits.

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. She is a Fellow of the American Marketing Association, Association for Consumer Research, and the Society of Consumer Psychology. She is an expert on consumer behavior and branding. She is the recipient of the Alpha Kappa Psi, Converse, Maynard, and Lifetime Achievement awards for contributions to the theory and practice of marketing and consumer research. She is the former Vice Dean of Research and Strategy and Vice Dean of Marshall’s Undergraduate Programs and former co-editor of the Journal of Consumer Research.

PhD, SB, Massachusetts Institute of Technology<br>

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 is an Associate Editor at Marketing Science and Journal of Marketing Research and serves on the editorial boards of several journals. Prior joining USC, Professor Mayzlin served on the faculty of Yale University's School of Management.

PhD, University of Pennsylvania; BA, University of Oregon

Alex is an Assistant Professor of Marketing at the University of Southern California. His research studies the use of experimentation and machine learning in e-commerce. In his work, he investigates how firms use A/B testing platforms and develops methods that utilize these platforms for optimal decision making, with applications to personalization and promotional retail strategies. Alex's research has appeared in and won numerous awards at international academic conferences. He teaches introductory marketing courses to undergraduates at the Marshall School of Business.

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, 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.

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.

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.<br>

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, the German National Academy of Science, and the Academia Europaea (pan-European academy of arts and sciences). He 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<br>

Gerard J Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research in Marketing, 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 27,000 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<br><br>

Arianna Uhalde is a consumer psychologist specializing in consumer-brand relationships and consumer wellbeing. She teaches several classes at Marshall, including Consumer Behavior, Advertising & Promotion Management, and a new class she developed called Happiness & Wellbeing in the Marketplace. Since 2019, Arianna has been working closely with USC Athletics, developing projects and programming related to wellbeing, culture, and performance. She has also advised various companies - including Los Angeles Football Club (LAFC), MORE Labs, and The Honest Company - on market research strategies and consumer insights.

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. A quantitative modeler, Professor Ukanwa researches how algorithmic bias, algorithmic decision-making, and consumer reputations impact firms. She is the winner of the 2018 Eli Jones Promising Young Scholar Award and a finalist for the 2018 INFORMS Service Science Best Student Paper Award, 2019 Howard/AMA Doctoral Dissertation Award, and the 2020 AMS Mary Kay Doctoral Dissertation Award. In a prior life, Professor Ukanwa was an industrial engineer, financial analyst, and finance executive at Walt Disney, Citigroup, Viacom, and Kaplan.

She has received her PhD from New York University, MBA from Koç University, and BSc. from Istanbul Technical University.

Gülden Ülkümen’s research interests include consumer budgeting and savings decisions, the impact of uncertainty on decision making, and the consequences of categorization on consumers’ decisions. She has been recognized as a Young Scholar by the Marketing Science Institute (MSI). Her research has been published in outlets including 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 has taught the Marketing Management course (MBA) and the Consumer Behavior courses at the Marshall School of Business.

PhD, University of Pennsylvania; BS, Bocconi University

Max develops models to analyze market data. One of his research areas focuses on the network structures in markets, deriving insights from the connections between consumers (social networks) as well as products (e.g., product similarity, combinatorial creativity). The other area of his research is at marketing-finance intersection. He studies how consumers or investors make decisions in financial markets, such as mutual funds, cryptocurrency, crowdfunding, and credit scoring.

Max's research has been published in Management Science, Marketing Science, Review of Financial Studies, Economic Journal, and Quantitative Marketing & Econ. He teaches the undergraduate marketing core.

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.