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.
BrandingStudying consumers' perceptions and behaviors regarding different brands |
Consumer Decision Making & ChoiceDelving into the psychological underpinnings of consumer decision making and choice |
Consumer Measurement EffectsGauging consumer perceptions, comprehension, and preferences |
International MarketingAnalyzing cross-cultural market behavior |
Media ResearchInvestigating the effects of multimedia on consumers |
New Products & InnovationPredicting the growth, sales pattern, and valuation of new products |
Personal Influence & Environmental EffectsExamining how a consumer's individual and joint decisions are influenced |
PersuasionMeasuring the power of advertisements |
PricingExploring customers' reactions to market prices |
Featured Research
Professors Masakazu Ishihara and Eitan Muller examine the role of software piracy in digital platforms where a platform provider makes a decision of how much software to produce in-house and how much to outsource from a third-party software provider...read more.
"Search Duration" (forthcoming in Marketing Science)
Professor Raluca Ursu and co-authors study how much consumers search individual products, by analyzing the time they spend searching...read more.
"The Science of Proving Trademark Dilution"
Professor Joel Steckel and co-authors discuss the vexing question of how to prove claims that a trademark has been diluted by "blurring."...read more.
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