Michal Maimaran
Michal Maimaran

Visiting Assistant Professor of Marketing

Print Overview
Dr. Maimaran’s primary research focuses on studying judgment and decision making and nonconscious effects on consumer behavior. In her work she builds on psychological research tools to understand consumer behavior in various contexts. Her work appears in the leading academic journal, such as the Journal of Marketing Research, Organizational Behavior and Human Decision Processes, and Judgment and Decision Making. Dr. Maimaran received her Ph.D. in Marketing from the Graduate School of Business at Stanford University. She is a visiting assistant professor in Marketing and teaches Research Methods in Marketing.

Areas of Expertise
Consumer Behavior
Consumer Decision-Making
Print Vita
PhD, 2008, Marketing, Graduate School of Business, Stanford University
MA, 2003, Psychology, Hebrew University, Jerusalem, Israel, Summa cum Laude
BSc, 2001, Double Major: Mathematics & Psychology , Hebrew University, Jerusalem, Israel, Magna cum Laude

Academic Positions
Visiting Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2008-present

Print Research
Research Interests
Children Decision Making, Consumer Judgment and Decision Making, Nonconscious Effects on Consumer Behavior, Perceptual Effects on Judgment and Behavior

Kramer, Thomas, Michal Maimaran and Itamar Simonson. 2012. Asymmetric Option Effects on Ease of Choice Criticism and Defense. Organizational Behavior and Human Decision Processes. 117(1): 179-191.
Maimaran, Michal and Itamar Simonson. 2011. Multiple Routes to Self versus Other-Expression in Consumer Choice. Journal of Marketing Research. 48: 755-765.
Maimaran, Michal. 2011. To Trade or Not to Trade: The Moderating Role of Vividness when Exchanging Gambles. Judgment and Decision Making. 6(2): 147-155.
Maimaran, Michal and S. Christian Wheeler. 2008. Circles, Squares, and Choice: The Effect of Shape Arrays on Uniqueness and Variety Seeking. Journal of Marketing Research. Vol. XLV: 731–740.
Working Papers
Maimaran, Michal. 2014. I'll Have What I Can't Have: Preschoolers Prefer Scarce Food.
Maimaran, Michal and Aparna Labroo. 2014. Preschoolers' Perceptions of Gender Roles.
Maimaran, Michal and Ayelet Fishbach. 2013. If It’s Useful and You Know it, Do You Eat? Preschoolers Refrain From Instrumental Food, under 3rd round of review at the Journal of Consumer Research .
Maimaran, Michal and Aner Sela. 2013. Variety as a Preference Strength Signal, Revise and Resubmit, Journal of Consumer Research.
Maimaran, Michal. 2013. Priming and Contexts Effects among Children.
Maimaran, Michal, Ravi Dhar and Uzma Khan. 2009. Positive Upshots of Anger in Decision-Making.

Print Teaching
Teaching Interests
Marketing Research, Marketing Management, Consumer Behavior, Behavioral Decision Making
Full-Time / Part-Time MBA
Research Methods In Marketing (MKTG-450-0)

This course counts toward the following majors: Managerial Analytics, Marketing, Marketing Management

The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.