Jacob (Jake) Teeny is an Assistant Professor of Marketing at the Kellogg School of Management, specializing in the study of consumer behavior. His work focuses on three areas: the factors that affect the likelihood and influence of consumer word of mouth, the elements that make advertising more or less persuasive, and the psychological processes that shape the way people perceive themselves and others. To do this, he draws upon his background in the behavioral sciences to use a variety of methodologies, such as experimental and longitudinal studies, text analysis, field research, and more, in order to provide insight on questions valuable to both academics and practitioners. With empirical research published in top psychology and marketing journals and multiple handbook chapters, Jake aims to develop a scientific understanding of what makes companies, brands, and their products popular and influential.

In addition to Jake’s scholarly work, he regularly translates scientific findings for the public domain, where he has been featured on various media outlets, interviews, and online courses. He is also the author of the website, Everyday Psych, where he explains how the findings from behavioral research can be used to enhance your everyday life.

For more information about his work, creative projects, and free eBooks and classes, please see: www.everydaypsych.com.

Word of Mouth, Persuasion, Consumer Metacognition, Lay Theories, Ethical Consumerism

Advertising Strategy, Consumer Behavior

Advertising Strategy (MKTG-454-0)
Companies spend $560 billion on advertising worldwide and a great deal of it is wasted. This class is designed to teach students to be stronger critical thinkers with an emphasis on developing more effective advertising across traditional and digital channels. Created for client-side managers tasked with advertising responsibilities as well as general managers overseeing communications, the class tackles both advertising strategy and execution. In a rapidly evolving marketing ecosystem, it's never been more important to have a strategic lens. This course emphasizes the development of the central nucleus of any advertising strategy- the creative brief- to manage and guide relationship with your creative partners. The first half focuses on general advertising strategy - creating meaningful goals; selecting an attractive target for advertising, uncovering actionable insights, and developing an effective brand position. The remainder of the course examines the strategic planning of the tactical execution- understanding media, evaluating creative, and measuring effectiveness. The emphasis of the class is on practical application. As such, the courses analyzes advertising challenges through real-life examples. Students review cases weekly, complete several case assignments, tackle a current company's situation in a group assignment, and complete a take home final comprised of mini-cases.