Professor of Marketing and Behavioral Decision Making
Sanjay Sood’s academic research focuses on brand management and behavioral decision making. Using psychological principles, Sood examines how firms can best build, manage and leverage strong brand names. In his latest work on decision making he studies the differences between how people make decisions about products versus how they make decisions about experiences — like buying a DVD versus going to see the movie in a cinema.
Unpublished research shows avoiding the extremes is a common approach marketers need to address