Franklin Shaddy

Assistant Professor of Marketing and Behavioral Decision Making


Franklin Shaddy is interested in understanding how consumers form judgments and make decisions in the marketplace. His current research examines goals and motivation, the psychology of bundling, perceptions of fairness, and the causes and consequences of consumer impatience. His findings suggest that because time is distributed equally, people tend to favor first-come, first-served policies that require them to spend time rather than money.

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