The Economy Looms Larger Than It Used to in Shoppers’ Decisions
A Q&A with Chicago Booth’s Sanjay K. Dhar on how changing household fortunes drive consumer behavior
The Economy Looms Larger Than It Used to in Shoppers’ DecisionsAcademic Areas Marketing Faculty and Research
Marketing is one of the most interdisciplinary-rich academic areas at Chicago Booth.
Our marketing professors study and teach the quantitative and qualitative areas of marketing—from the mental processes underlying consumer financial decision-making to personalized pricing to the psychology of rewards.
In turn, our students learn both the art and the science of marketing.
Marketing faculty have access to one of the leading marketing research centers anywhere in higher education—the James M. Kilts Center for Marketing. The Kilts Center provides our faculty with access to a number of datasets, including Nielsen datasets, which they use to produce groundbreaking research.
Our marketing faculty are regularly featured in international media and leading scientific magazines, including Wired, the Wall Street Journal, and Scientific American. Their research also appears in the top journals in this area, including the Journal of Marketing Research and Marketing Science.
Marketing Faculty
Regardless of their program of study, students who study marketing at Booth are exposed to cutting-edge marketing courses in which our faculty incorporate their analytical and quantitative approach to marketing in the classroom.
For instance, Günter J. Hitsch’s Data Science for Marketing Decision Making course introduces students to a professional data scientist’s decision-making workflow. New Products and Services introduces students to state-of-the-art practices in new product/service innovation, combining lessons from textbooks, case studies, and readings from practitioners and academics.
Discover more about our marketing faculty, including the classes they teach, below.
Featured Research in Chicago Booth Review
Discover some of the latest research from our marketing professors.
Consumers Say They Care about ESG, but Don’t Spend Like They Do
After learning about a company’s ESG activities, shoppers made only small and temporary adjustments to their buying habits.
Consumers Say They Care about ESG, but Don’t Spend Like They Do
Data Privacy Is for the Privileged
Policies marginalize poorer consumers and consumers with niche tastes, disadvantaging small businesses.
Data Privacy Is for the Privileged
Research with Impact
“Personalized pricing would expand customer bases and give companies a chance to expand nutritional education to those who need it. It’s also an opportunity for a company that espouses a health-based mission to put its money where its mouth is.”
Jean-Pierre Dubé, writing about potential social benefits of personalized pricing.
Research with ImpactOur MBA Concentrations in This Area
Marketing Management
Go beyond the bounds of traditional marketing practice. This concentration prepares you to act decisively and solve problems with confidence.
Marketing ManagementOur PhD Dissertation Areas in This Area
Choose Your Path to Success
Tell us about yourself, and we will show you the value of a Booth education.
Marketing Faculty in the News
How retailers are responding to the affordability crisis this holiday season
November 28, 2025 | Business Insider
“Retailers like promotional discounts because they are temporary in nature, facilitating a necessary price reduction without leading the consumer to expect the lower price to persist,” Chicago Booth’s Jean-Pierre Dubé says of holiday sales.
TikTok ban update: SCOTUS likely to uphold TikTok ban unless Chinese-owned ByteDance divests
January 10, 2025 | ABC 7 Chicago
Chicago Booth’s Tom Hafen comments on the TikTok ban and how it could affect small businesses.
Pfizer follows Lilly with site selling directly to patients
August 27, 2024 | Bloomberg
Chicago Booth’s Pradeep Chintagunta says that Pfizer’s new telehealth portal, PfizerforAll, is an opportunity to show “Big Pharma isn’t necessarily bad pharma.”
Partnering across the University of Chicago and Beyond
Our marketing faculty members are active in and outside of the University of Chicago.
Pradeep K. Chintagunta, Giovanni Compiani, Jean-Pierre Dubé, Sanjog Misra, Anita Rao, and Brad Shapiro are scholars with the Becker Friedman Institute for Economics at the University of Chicago. Abigail Sussman is a research affiliate with ideas42 and the Harvard Sustainability, Transparency, and Accountability Research (STAR) Lab. Professor Rao is on the editorial boards of Marketing Science and the Journal of Marketing Research.
Apply to Faculty Positions
Learn more about applying to our open faculty positions and joining the world-renowned faculty at Booth.
Apply to Faculty Positions
Learn About Our Research Workshops
Our research workshops provide a forum for faculty, PhD students, and invited guests to present, discuss, and debate new research.
Learn About Our Research WorkshopsResearch Spotlight
Discover some of the latest working papers and published papers from our marketing faculty.
“A Dragging-Down Effect: Consumer Decisions in Response to Price Increases”
Abigail Sussman, Christopher K. Hsee, and current PhD student Shirley Zhang
“How and When to Use the Political Cycle to Identify Advertising Effects”
Bradley Shapiro and Sarah Moshary, with coauthor Jihong Song (Princeton University)
“The Persuasive Effect of Fox News: Non-Compliance with Social Distancing During the COVID-19 Pandemic”
Jean-Pierre Dubé, with coauthors Andrey Simonov (Columbia Business School), Szymon Sacher (Columbia University Department of Economics), and Shirsho Biswas (University of Washington Michael G. Foster School of Business; University of Chicago)
Research Centers in This Area
Research centers across Booth and the University of Chicago are hubs for innovation and world-changing research. The centers provide our faculty with research support, and our faculty members lend their expertise to the centers, enriching the student experience and the broader academic community at Booth.
James M. Kilts Center for Marketing
The Kilts Center for Marketing advances marketing at Booth by facilitating faculty research, supporting innovation in Booth’s marketing curriculum, funding scholarships, and creating engaging programs.
James M. Kilts Center for Marketing
Roman Family Center for Decision Research
Positioned at the forefront of the rapidly developing field of behavioral science, CDR is devoted to building a richer understanding of human behavior and experience.
Roman Family Center for Decision Research