Research Interests: Understanding consumer behavior, improving marketing decision-making
Ulf Böckenholt is the John D. Gray Professor of Marketing at the Kellogg School of Management. He has published widely in marketing, psychology, economics and statistics journals.
“I enjoy collaborating with brilliant and distinguished colleagues. Kellogg has helped me see the world differently, making me a better scholar,” says Böckenholt. “And high-achieving, fun-to-teach students make class preparation and classroom delivery as intellectually challenging as doing research.”
His main research interest is in the development and application of statistical and psychometric methods for understanding consumer behavior and improving marketing decision-making. Areas of recent research include measuring the effectiveness of visual ads, meta-analyses in behavioral research, response biases in self-reports and the effect of trust in financial consumer decisions.
“The opportunity to serve as an administrator has allowed me to look beyond my department and to help accelerate Kellogg’s high research quality and reputation,” he adds.
Dr. phil. habil., Psychology, University of Oldenburg, Germany
PhD, Research Methodology and Quantitative Psychology, University of Chicago
Diplom, Psychology and Computer Science, University of Oldenberg, Germany
Prior Professional Experience
Canada Research Chair of E-Marketing, Marketing, Desautels Faculty of Management, McGill University
Memorable Kellogg Experience
“The expression ‘low ego, high impact’ captures extremely well why Kellogg is such a great place to be. Kellogg is collaborative and creative. What makes Kellogg’s culture so special is that research is done collaboratively. If you don’t have the expertise, you can find it.”
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