Ph.D., marketing, Northwestern University; M.B.A., marketing, University of California, Los Angeles
Summary of Experience
Professor Hoch’s research is centered on retail merchandising, assortment, pricing, and promotion strategy. He consults to leading consumer goods manufacturers and retailers around the world, helping them to focus retail strategies and improve pricing and merchandising tactics via point-of-sale data. In addition, he has studied consumer behavior and evaluated demographic characteristics in order to help managers better formulate their approaches to attracting discriminating shoppers. Professor Hoch has extensive experience filing expert reports and testifying at deposition and trial in litigation matters involving deceptive advertising; Lanham Act issues; patent, copyright, and trademark infringement; breach of contract; transfer pricing; and antitrust claims.
Professor Hoch previously served as the director of the Jay Baker Retailing Initiative at The Wharton School, an interdisciplinary industry research center focused on the principles of retailing, including merchandising, design, operations, and consumer behavior. He is a former professor of marketing and behavioral science at the University of Chicago Booth School of Business and a past president of the Association for Consumer Research. Professor Hoch’s research has been published in a variety of prestigious academic journals. His contributions to these publications have addressed topics such as brand positioning, price discrimination, private labels, cherry picking, and the retail customer experience. He currently serves on the editorial boards of the Journal of Consumer Research, the Journal of Interactive Marketing, the Journal of Retailing, and the Journal of Marketing Research.
T. Christopher Borek
Robert L. Vigil