Principal Investigator Drazen Prelec
Co-investigators John Hauser , John Little , David Schmittlein , Duncan Simester , Catherine Tucker , Glen Urban , Birger Wernerfelt , Juanjuan Zhang , Sharmila Chatterjee , Sinan Aral
Project Website http://mitsloan.mit.edu/faculty-and-research/academic-groups/marketing/
MIT Sloan's marketing faculty continues the proud tradition established at MIT Sloan nearly half a century ago, combining scientific fundamentals with innovative ideas and an interdisciplinary approach to research.
Members of the MIT Sloan marketing group have pioneered research methods, marketing models, and decision-support systems that have enhanced new product development, identified customer desires, predicted customer behavior, and have led to enhanced understanding of marketing strategy. The concept of marketing science, established and popularized at MIT Sloan, remains a critical component of marketing strategy in corporations across the globe.
Marketing faculty have diverse interests with advanced degrees in marketing, psychology, economics, management science, sociology, and operations research. These diverse backgrounds inform their research and data collection methods and expand the scope of the topics studied.
The MIT Sloan marketing group faculty is engaged in award-winning research projects that cross disciplinary lines and explore new concepts, ideas, and methods. For example, Drazen Prelec is studying MRI scans of the brain to learn more about consumer decision-making. Catherine Tucker is exploring how the ability of firms to use digital data to personalize, socialize and target marketing affects marketing outcomes and internet policy. Renée Gosline is conducting experiments on the benefits and risks that technology (social media, wearables, imitative clones), present for social structure and consumer behavior. John Hauser and Glen Urban are exploring ways to “morph” websites and banner advertising to match consumers’ cognitive styles. Juanjuan Zhang has developed a new means to understand consumer learning. Duncan Simester and Birger Wernerfelt are exploring marketing strategy. Sinan Aral is exploring the causal influences of social media.