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.
Less so when it’s really bad news
Decision making research may sometimes rush to judgment
Delayed gratification isn’t just about willpower
Exposure to discounts makes people impatient
Prerequisites are valued poorly in a series of six experiments
As alternative pricing schemes proliferate, researchers examine beliefs about their fairness