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David Gal
David Gal

MARKETING
Assistant Professor of Marketing

Print Overview
Dr. Gal’s primary research focuses on the study of judgment and decision making. His work examines the basic psychological principles underlying consumer choice. His work has been published in a leading academic journal and presented at both psychology and marketing conferences. Dr. Gal is an Assistant Professor of Marketing and teaches New Product and Services Marketing.

Areas of Expertise
Consumer Behavior
Consumer Decision-Making
Marketing Management
New Product Development
Print Vita
Education
PhD, 2007, Business Administration, Stanford University
MS, 2004, Engineering, Management Science, Stanford University
BS, 1999, Computer Science, Pennsylvania State University

Academic Positions
Donald P. Jacobs Scholar, Kellogg School of Management, Northwestern University, 2007-present

 
Print Research
Research Interests
Consumer judgment and decision-making, investor decision-making, multisensory integration

Articles
Gal, David. 2008. Stock Price Level and Price Response. Advances in Consumer Research. 35: 198-200.
Gal, David. 2006. A Psychological Law of Inertia and the Illusion of Loss Aversion. Judgment and Decision Making. 1(1): 23-32.
AbstractLink
Working Papers
Gal, David and Derek D Rucker. Answering the Unasked Questions The Effect of Missing Questions on Consumer Response to Surveys.
Chernev, Alexander and David Gal. 2009. Boundaries of Self-Expression Identity Saturation and Brand Preferences in Consumer Choice.
Gal, David. Can a Psychological State Activate a Physiological Need.
Gal, David and Wendy Liu. Does Resisting Temptation Evoke Displaced Anger.
Chernev, Alexander and David Gal. 2009. When Virtues and Vices Collide.
Gal, David, S. Christian Wheeler and Baba Shiv. 2008. Cross-Modal Influences on Gustatory Perception.
AbstractLink

 
Print Teaching
Teaching Interests
Marketing
Full-Time / Part-Time MBA
Introduction of New Products and Services (MKTG-465-0)

This course counts toward the following majors: Entrepreneurship & Innovation, Marketing, Marketing Management

This course answers the manager's question: "What do I need to know and do as a marketer in order to develop a successful new product?" Students will gain a firm understanding of the steps necessary to bring a new product from concept to successful launch. The course covers fundamental marketing principles that are as valuable in developing and marketing the newest microchip as they are for the latest chili-flavored tortilla potato chip. The course is case-based and example driven. Illustrations and discussions will encompass consumer packaged goods, high tech and consumer electronics, biotechnology, agribusiness, entertainment, B2B, international and many other industries, in contexts that range from garage startups to Fortune 100 companies. The course content will help those pursuing careers in brand management, marketing, project management, marketing research, new product and service consulting, venture capital, and entrepreneurial ventures. The emphasis on specific techniques and application settings varies somewhat by instructor; students are encouraged to request a copy of the course syllabus from the instructor prior to registering. Prerequisite: MKTG-430.