Research Initiatives

The NYU Stern Marketing Department strives towards marketing excellence by pioneering research in the industry and tackling real-world matters in the classroom.

We are dedicated to understanding and improving marketing processes. NYU Stern Marketing is on the forefront of innovation.


  Studying consumers' perceptions and behaviors regarding different brands.

Consumer Decision Making & Choice

  Delving into the psychological underpinnings of consumer decision making an

Consumer Measurement Effects

  Gauging consumer perceptions, comprehension, and preferences.

International Marketing

  Analyzing cross-cultural market behavior.

Media Research

  Investigating the effects of multimedia on consumers.

New Products & Innovation

  Predicting the growth, sales pattern, and valuation of new products.

Personal Influence & Environmental Effects

  Examining how a consumer's individual and joint decisions are influenced.


  Measuring the power of advertisements.


  Exploring customers' reactions to market prices.

Featured Research

"Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing"

Professors Sam Hui, Tom Meyvis and Henry Assael developed a model to study how consumers combine moment-to-moment experiences to arrive at overall judgments. They apply their methodology to moment-to-moment enjoyment ratings of TV show pilots, data collected by CBS... read more.

"The Influence of Implicit Theories and Message Frame on the Persuasiveness of Disease Prevention and Detection Advocacies"

Professor Durairaj Maheswaran, Stern PhD alumni Pragya Mathur (PhD '08) of CUNY and Shailendra Jain (PhD '95) of the University of Washington, and Meng-Hua Hsieh of Virginia Tech and Charles Lindsey of SUNY investigate the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents' implicit theories (entity/incremental)... read more.