Prof. Catherine Elizabeth Tucker

Sloan Distinguished Professor of Management
Professor of Marketing
Chair, MIT Sloan Ph.D. Program

Primary DLC

MIT Sloan School of Management

MIT Room: E62-536

Assistant

Nikolas Hill
nkh@mit.edu

Areas of Interest and Expertise

Web-Based Marketing
Privacy
Economics of Technology and Innovation
Management Science (MS)

Recent Work

  • Video

    Catherine Tucker - 2016-Consumer-Dynamics-Conf

    December 14, 2016Conference Video Duration: 26:24

    To Reach and Persuade: Tension Between Viral Communications and Traditional Advertising

    Why is it so difficult to create advertising that people are willing to share with their friends? Based on analysis of recent field tests on YouTube and Twitter, Catherine Tucker will discuss the challenges to marketers seeking to create branded content that will be shared by social media users, particularly those propagators who share other noncommercial content.

    2016 MIT Consumer Dynamics Conference