## 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.

## [Branding](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/branding)

*Studying consumers' perceptions and behaviors regarding different brands*

## [Consumer Decision Making & Choice](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/consumer-decision-making-choice)

*Delving into the psychological underpinnings of consumer decision making and choice*

## [Consumer Measurement Effects](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/consumer-measurement-effects)

*Gauging consumer perceptions, comprehension, and preferences*

## [International Marketing](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/international-marketing)

*Analyzing cross-cultural market behavior*

## [Media Research](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/media-research)

*Investigating the effects of multimedia on consumers*

## [New Products & Innovation](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/new-products-innovation)

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

## [Personal Influence & Environmental Effects](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/personal-influence-environmental-effects)

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

## [Persuasion](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/persuasion)

*Measuring the power of advertisements*

## [Pricing](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/research/research-initiatives/pricing)

*Exploring customers' reactions to market prices*

## Featured Research

***"Software Piracy and Outsourcing in Two-Sided Markets"
[![](http://pages.stern.nyu.edu/~atakos/shuipub.jpg)](http://pages.stern.nyu.edu/~atakos/centerresearch/ChingIshihara12MgmtSci.pdf)***
Professors [Masakazu Ishihara](http://stern.nyu.edu/faculty/bio/masakazu-ishihara) and [Eitan Muller](http://stern.nyu.edu/faculty/bio/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.](http://papers.ssrn.com/sol3/papers.cfm?abstract_id=3177129)

***"Search Duration" (forthcoming in Marketing Science)
[![](http://pages.stern.nyu.edu/~atakos/maheshpub.jpg)](http://pages.stern.nyu.edu/~atakos/centerresearch/conversationalroi.pdf)***
Professor [Raluca Ursu](http://stern.nyu.edu/faculty/bio/raluca-ursu) and co-authors study how much consumers search individual products, by analyzing the time they spend searching...[read more.](http://papers.ssrn.com/sol3/papers.cfm?abstract_id=3250051)

***"The Science of Proving Trademark Dilution"
[![](http://pages.stern.nyu.edu/~atakos/maheshpub.jpg)](http://pages.stern.nyu.edu/~atakos/centerresearch/conversationalroi.pdf)***
Professor [Joel Steckel](http://stern.nyu.edu/faculty/bio/joel-steckel) and co-authors discuss the vexing question of how to prove claims that a trademark has been diluted by "blurring."...[read more.](http://papers.ssrn.com/sol3/Papers.cfm?abstract_id=3503685)

## Follow Us

[![Twitter icon](https://www.stern.nyu.edu/sites/default/files/assets/images/Twitter%20icon.png)](http://twitter.com/NYUSternMktg) [![Facebook Icon](https://www.stern.nyu.edu/sites/default/files/assets/images/Facebook%20icon_0.png)](https://www.facebook.com/NYUSternMarketing/)