Michal Maimaran
Michal Maimaran

Clinical Associate Professor of Marketing
Research Associate Professor of Marketing

Print Overview

Dr. Maimaran joined the Marketing Department at the Kellogg School of Management at 2008 after completing her Ph.D. in Marketing at the Stanford Graduate School of Business. Her research focuses on studying judgment and decision making with a focus on childrens decision making. Her work appears in leading academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, and Organizational Behavior and Human Decision Processes.

Click here for Professor Maimaran's research page

The Kellogg-UIC Conference on Children's Well-Being and Happiness (Click here for more information)

Areas of Expertise
Consumer Behavior
Consumer Decision-Making

Print Vita
PhD, 2008, Marketing, Graduate School of Business, Stanford University
MA, 2003, Psychology, Hebrew University of Jerusalem, Summa cum Laude
BSc, 2001, Double Major: Mathematics & Psychology, Hebrew University of Jerusalem, Magna cum Laude

Academic Positions
Research Assistant Professor of Marketing, Kellogg School of Management, Northwestern University, 2014-present
Visiting Assistant Professor of Marketing, Kellogg School of Management, Northwestern University, 2008-2014

Editorial Positions
Editorial Review Board, Journal of Consumer Research, 2018
Ad-hoc Reviewer, Society for Consumer Psychology Annual Winter Conference, 2011
Ad-hoc Reviewer, Association for Consumer Research North American Conference, 2011
Ad-hoc Reviewer, Journal of the Association for Consumer Research, 2015
Ad-hoc Reviewer, Management Science, 2014
Ad-hoc Reviewer, Journal of Personality and Social Psychology, 2013
Ad-hoc Reviewer, Israel Science Fonudation, 2013
Ad-hoc Reviewer, Journal of Marketing Research, 2013
Ad-hoc Reviewer, Journal of Consumer Psychology, 2011
Ad-hoc Reviewer, Journal of Consumer Research, 2008

Print Research
Research Interests
Children Decision Making, Consumer Judgment and Decision Making

Maimaran, Michal. 2017. To Increase Engagement, Offer Less: The Effect of Assortment Size on Children's Engagement. Judgment and Decision Making. 12(3): 198-207.
Albuquerque, Paulo, Margaret C Campbell, Michal Maimaran, Anna R. McAlister and Sophie Nicklaus. 2017. Persuading Children: Long-Lasting Influences on Children's Food Consideration Sets, Choices, and Consumption.
Maimaran, Michal and Ayelet Fishbach. 2014. If Its Useful and You Know it, Do You Eat? Preschoolers Refrain From Instrumental Food. Journal of Consumer Research. 41(3): 642-655.
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(4): 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. 45(6): 731-740.
Working Papers
Maimaran, MichalAparna Labroo and Anastasiya Pocheptsova. 2017. Do People Think Attractive Women are Less Intelligent, and Why That Matters.
Maimaran, Michal, Daniella Kupor, Andrea Weihrauch and Szu-chi Huang. 2017. Leveraging Means–Goal Associations to Boost Children’s Water Consumption: A Four-School Three-Month Field Experiment.
Maimaran, Michal, Aner Sela and Sian Morgan. 2017. Assortment Diversity as an Expertise Signal.
Maimaran, Michal and Yuval Salant. 2018. You Can Have Only One Carrot: The Effect of Limited Availability on Children’s Consumption, Engagement, and Choice Behavior.
Maimaran, Michal and John Schroeder. "3 Ways to Unlock your Innovation in 2018." Linkedin/pulse.

Print Teaching
Teaching Interests
Marketing Research, Marketing Management, Consumer Behavior, Behavioral Decision Making
Full-Time / Evening & Weekend MBA
Marketing Research and Analytics (MKTG-450-0)
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.

Launching New Products and Services (MKTG-465-0)
Innovating new products and services (and new product and service features) is among the most complex challenges faced by managers. How can one generate potentially breakthrough new product and service concepts? Given an infinite world of possibilities, how does one decide which products and feature concepts to pursue? How does one get customer feedback for products and features that do not yet exist? What marketing strategy & tactics should one employ to convince customers to purchase products they might not yet know they want? How does one reconcile the introduction of new products with an existing product portfolio? The goal of this course is to introduce students to marketing principles and concepts that they can use to tackle these questions and to develop their own approach to innovating new products and services.

Marketing Consulting Laboratory: Generating Profitable Growth (MKTG-950-0)

Every company today faces business challenges on how to generate profitable growth. Increasingly, General Management Strategy Consulting projects conducted by firms from McKinsey to AT Kearney involve a core of Marketing Strategy issues. Specialty Marketing Consulting firms like Prophet and the Cambridge Group zero in on the issues of market segmentation, market sizing and assessment, and brand building. The purpose of this course is to give students real life experience in participating on a marketing strategy project team, developing solutions to real-world business problems.

Student teams will engage in project scoping and refinement, identifying and applying the appropriate analytical tools, analyzing data, and developing actionable, data-driven recommendations to address the issue. A final presentation to the client's senior and executive management occurs in the last week of the quarter. In this small sized lab course, student teams will take on projects for a number of live clients, scope and design the project deliverables and complete 10 week projects for their clients. Past teams have worked on projects for Abbott Labs, Bank of America, Audi, Kraft, General Electric, WW Grainger and Snap-On Tools.

Recommended Prerequisite: MKTG-450-0