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Print Overview
Aaron Brough is a lecturer of Marketing at the Kellogg School of Management, Northwestern University. In general, his research examines how the framing and construal of information influences consumer judgments, decisions, and behavior, especially as it relates to perceptions of value.

Aaron's doctoral training focused on marketing, psychology, and research methodology, with courses on marketing strategy, consumer behavior, consumer information processing, perception, higher-level cognitive psychology, cognitive science, experimental research methods and designs, and statistics.

Prior to joining Kellogg, Aaron was a senior consultant at a Boston-based strategic marketing research and consulting firm (www.mapsnet.com). His clients included American Express, Coca-Cola, Disney, IBM, Microsoft, and Novartis.
Print Vita
Education
Ph.D., 2011 (expected), Marketing, Kellogg School of Management, Northwestern University
M.S., 2008, Marketing, Kellogg School of Management, Northwestern University
B.S., 2003, Business Management, Marriott School of Management, Brigham Young University, magna cum laude

 
Print Research
Research Interests
Judgment and decision-making; Information processing; Consumers' perceptions of value

Book Chapters
Brough, Aaron and Mathew Isaac. 2010. "Consumer Disposal Behavior: How Sellers of Used Goods are Influenced by Buyer Usage Intentions." In Advances in Consumer Psychology, edited by Margaret Meloy and Adam Duhachek, St. Pete Beach, FL: Society for Consumer Psychology.
Brough, Aaron and Mathew Isaac. 2010. "When Products Are Valued More but Sold for Less: The Impact of Waste Aversion on Value Judgments." In Advances in Consumer Research, edited by Margaret C. Campbell, Jeff Inman, and Rik Pieters, vol. 37, Duluth, MN: Association for Consumer Research.
Brough, Aaron and Alexander Chernev. 2009. "Find and Keep or Keep Looking and Weep: Satisficing and Maximizing Strategies in Consumer Choice." In Advances in Consumer Psychology, edited by Alexander Chernev, Michal Herzenstein and Shailendra Pratap Jain, vol. 1, San Diego, CA: Society for Consumer Psychology.
Brough, Aaron. 2009. "The Appeal of Hidden Products." In Advances in Consumer Research, edited by Ann L. McGill and Sharon Shavitt, vol. 36, Duluth, MN: Association for Consumer Research.
Brough, Aaron, Mathew Isaac and Alexander Chernev. 2008. "The ‘Sticky Choice’ Bias in Sequential Decision-Making." In Advances in Consumer Research, edited by Angela Y. Lee and Dilip Soman, vol. 35, Duluth, MN: Association for Consumer Research.

 
Print Teaching