Miguel Brendl
Miguel Brendl

MARKETING
Associate Professor of Marketing
Associate Professor of Psychology, Weinberg College of Arts & Sciences (Courtesy)

Print Overview

Miguel Brendl joined the Kellogg School of Management in 2007 after serving on the faculties of INSEAD, Fontainebleau (1999-2007), the University of Heidelberg (1998-99) and the University of Konstanz (1995-1998). He holds a PhD degree from Columbia University and an undergraduate degree form the University of Mannheim, Germany.

Professor Brendl's expertise lies in the psychological foundations of consumer behavior. He is a member of the editorial review boards of the Journal of Consumer Research and the Journal of Consumer Psychology, the leading academic journals for consumer research. The Journal of Consumer Research has acknowledged his research with the Best Article of the Year 2003 Award. He was founder of the center for behavioral research at INSEAD, Fontainebleau.

His teaching experience comprises marketing and consumer behavior to executives and MBA students, as well as psychology and research methods to PhD students. He does research on how customers form preferences that underlie their judgments and decisions. He focuses on impulsive motivation, hedonic feelings, and intuitive or "gut-feel" decisions. His research has appeared in some of the most prestigious academic journals of marketing and of psychology.



Print Vita
Education
PhD, 1995, Psychology, Columbia University
MPhil, 1994, Psychology, Columbia University
MA, 1992, Psychology, Columbia University
BA, 1990, Business Administration, Psychology, University of Mannheim

Academic Positions
Associate Professor, Weinberg College of Arts of Sciences, Northwestern University, 2007-present
Associate Professor, Kellogg School of Management, Northwestern University, 2007-present
Associate Professor of Marketing, INSEAD, 2005-2007
Director, INSEAD Social Science Research Center, 2004-2007
Founding Director, INSEAD Social Science Research Center, 1999-2002
Assistant Professor of Marketing, INSEAD, 1999-2005
Assistant Professor of Psychology, University of Heidelberg, 1998-1999
Assistant Professor of Psychology, University of Konstanz, 1995-1998

Honors and Awards
Fellow, Association for Psychological Science
Fellow, The Society of Experimental Psychology

Editorial Positions
Editorial Board Member, Journal of Consumer Psychology, 2004
Editorial Board Member, Journal of Consumer Research, 2003

Print Research
Research Interests
Consumer behavior: preference formation, decision making, motivation, automatic psychological processes

Articles
Mittelman, Mauricio, Eduardo Andrade, Amitava Chattopadhyay and Miguel Brendl. 2014. The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking. Journal of Consumer Research. 41: 953-964.
Malaviya, Prashant and Miguel Brendl. 2014. Do Hedonic Motives Moderate Regulatory Focus Motives? Evidence from the Framing of Persuasive Messages. Journal of Personality and Social Psychology. 106(1): 1-19.
Bonezzi, Andrea, Miguel Brendl and Matteo DeAngelis. 2011. Stuck in the Middle: The Psychophysics of Goal Pursuit. Psychological Science. 22(5): 607-612.
Dai, Xianchi, Miguel Brendl and Dan Ariely. 2010. Wanting, Liking, and Preference Construction. Emotion. 20: 324-334.
Dai, Xianchi, Klaus Wertenbroch and Miguel Brendl. 2008. The Value Heuristic in Judgements of Relative Frequency. Psychological Science. 19(1): 18-19.
Markman, Arthur B., Miguel Brendl and Kyungil Kim. 2007. Preference and the Specificity of Goals. Emotion. 7: 680-684.
Brendl, Miguel, Amitava Chattopadhyay, Brett W. Pelham and Mauricio Carvallo. 2005. Name Letter Branding: Valence Transfers when Product Specific Needs are Active. Journal of Consumer Research. 32(3): 405-415.
Markman, Arthur B. and Miguel Brendl. 2005. Constraining Theories of Embodied Cognition. Psychological Science. 16(1): 6-10.
Brendl, Miguel, Arthur B. Markman and Claude Messner. 2005. Indirectly measuring evaluations of several attitude objects in relation to a neutral reference point. Journal of Experimental Social Psychology. 41(4): 346-368.
Brendl, Miguel, Arthur B. Markman and Claude Messner. 2003. The Devaluation Effect: Activating a Need Devalues Unrelated Choice Options. Journal of Consumer Research. 29(4): 463-473.
Brendl, Miguel, Arthur B. Markman and Claude Messner. 2001. How do Indirect Measures of Evaluation Work? Evaluating the Inference of Prejudice in the Implicit Association Test. Journal of Personality and Social Psychology. 81(5): 760-773.
Markman, Arthur B. and Miguel Brendl. 2000. The Influence of Goals on Value and Choice. Psychology of Learning and Motivation. 39: 97-128.
Brendl, Miguel, Arthur B. Markman and E. T. Higgins. 1998. Mentale Kontof?hrung als Selbstregulierung: Repr?sentativit?t f?r zielgeleitete Kategorien (Mental Accounting as Self-Regulation: Representativeness to Goal-Derived Categories). Zeitschrift fur Sozialpsychologie. Sonderheft Konsumentenpsychologie. 29: 89-104.
Reprinted in:
Mental Accounting as Self-Regulation: Representativeness to Goal-Derived Categories, vol. 29, 2012.
Brendl, Miguel and E. T. Higgins. 1996. Principles of Judging Valence: What makes Events Positive or Negative. Advances in Experimental Social Psychology. 28: 95-160.
Higgins, E. T. and Miguel Brendl. 1995. Accessibility and Applicability: Some 'Activation Rules' Influencing Judgment. Journal of Experimental Social Psychology. 31(3): 218-243.
Brendl, Miguel and E. T. Higgins. 1995. Sensitivity to varying Gains and Losses: The Role of Self-Discrepancies and Event Framing. Journal of Personality and Social Psychology. 69(6): 1028-1051.
Book Chapters
Markman, Arthur B., Miguel Brendl and Kyungil Kim. 2009. "From Goal-Activation to Action: How Does Preference and Use of Knowledge Intervene?." In The Psychology of Action, edited by Ezequiel Morsella, John A. Bargh, and Peter M. Gollwitzer, vol. 2: Mechanisms of Human Action, 328-349. New York: Oxford University Press.
Markman, Arthur B., Miguel Brendl and Kyungil Kim. 2007. "From Goal-Activation to Action: How Does Preference and Use of Knowledge Intervene?." In The Psychology of Action, edited by Ezequiel Morsella, John A. Bargh, and Peter M. Gollwitzer, Oxford University Press, 2nd edition.
Markman, Arthur B. and Miguel Brendl. 2005. "Goals, Policies, Preferences, and Actions." In Applying Social Cognition to Consumer-Focused Strategy, edited by Frank R. Kardes, Paul M. Herr, Jacques Nantel, 183-200. Mahwah, NJ: Lawrence Erlbaum Associates.
Brendl, Miguel. 2001. "Goals and the Compatibility Principle in Attitudes, Judgment, and Choice." In Cognitive Social Psychology: The Princeton Symposium on the Legacy and Future of Social Cognition, edited by Gordon B Moskowitz, 317-332. Mahwah, NJ: Lawrence Erlbaum Associates.
Brendl, Miguel. 2000. "Subjective Experience in the Effect of Sample Size on Likelihood Judgments." In The Message Within: The Role of Subjective Experience in Social Cognition and Behavior, edited by Herbert Bless and Joseph P Forgas, 69-87. Philadelphia, PA: Psychology Press.

 
Print Teaching
Teaching Interests
Consumer behavior, psychology
Full-Time / Evening & Weekend MBA
Consumer Insight for Brand Strategy (MKTG-458-0)
This course covers the field of consumer psychology and provides a systematic framework for analyzing consumer behavior from the standpoint of the marketer. The focus is on generating consumer insights as a necessary basis for developing marketing strategies, as well as for improving marketing mix decisions. The psychological concepts we cover enable marketers to make better use of market research. The course is directed at students preparing for brand/product management, business development, or consulting positions.

Doctoral
Psychological Theory in Consumer Behavior (MKTG-541-0)
This course exposes students to psychological concepts and experimental methods that are useful in conducting rigorous consumer behavioral research. The course examines the processes by which individuals make judgments and regulate their behavior. This entails an analysis of how information is represented in memory, and how it is subsequently retrieved and used to make judgments. Issues related to consumer decision making is further explored by examining the moderating effects of decision maker characteristics such as gender and expertise, message factors such as repetition and source credibility, as well as situational factors such as the context in which information is presented. The processes by which decisions are made, how much effort to allocate to making judgments and engaging in various behavior are also discussed.

Executive MBA
Consumer Insight & Brand Strategy (MKTGX-922-0)
Course name change as of Fall 2012 (formerly Consumer Insight & Marketing Strategy) Course name change as of Fall 2009 term (formerly Special Topics in Marketing)