Aimee Drolet

Professor of Marketing; Marion Anderson Chair in Management


Aimee Drolet specializes in consumer decision making. Her research looks at the mental processes underlying consumers’ choices, specifically focusing on decision making among older consumers, consumer habits and meta-preferences. Her latest research focuses on the development of habits and on moderation — that is, avoiding excess in consumption.

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A small, medium and large cup of black coffee each in a white cup on a white saucer Research Brief / Consumer Behavior

What’s Behind the Consumer Preference for the Middle Ground

Capturing how decisions are driven by a habitual preference for moderation