Keith Wilcox
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Education
Ph.D., marketing, Baruch College; M.B.A., marketing, Haas School of Business at the University of California, Berkeley
Summary of Experience
Professor Wilcox is a marketing professor who specializes in consumer behavior and decision making, with a focus on how consumers process information before and during purchase decisions. His research focuses on consumers’ perceptions, emotions, and self-control, examining how these and related concepts apply to social networks, luxury goods, financial decisions, and numerous other products and services. Professor Wilcox also studies how credit cards influence consumer decision making and spending behavior. He has provided expert testimony in breach of contract disputes involving interest rate calculations and the impact of service failures on customer satisfaction.
Professor Wilcox’s work has been published in academic journals such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, and the Journal of Marketing Research and has been cited in The New York Times, TIME, The Globe and Mail, and Psychology Today. He serves as an associate editor for the Journal of Consumer Research, the Journal of Marketing, the Journal of Marketing Research, and the International Journal of Research in Marketing and is a member of the editorial board of the Journal of Consumer Psychology. His honors include selection to the Marketing Science Institute’s MSI Scholars and Young Scholars programs and best paper awards from both the La Londe Conference and the American Marketing Association’s Marketing and Public Policy Conference. He has also received the Citation of Excellence Award from Emerald Group Publishing, which recognizes highly cited papers. Prior to joining the Haas School, Professor Wilcox held faculty positions at Columbia Business School and Babson College. He also served as a marketing consultant, working with dozens of companies – including those in the Fortune 500 – to help identify the best ways to deliver customer value.