The Marketing Department at the Wisconsin School of Business has added four faculty members—Kevin Chung, Paola Mallucci, Liad Weiss, and Evan Polman—to build upon the department’s research and teaching excellence. The new hires will also play a crucial role in the success of the school’s Marketing MBA students in the Center for Brand and Product Management, the A.C. Nielsen Center for Marketing Research, and the Grainger Center for Supply Chain Management.
Chung and Mallucci will join the school for the fall 2013 semester; Weiss and Polman will begin during the summer of 2013. Below are biographies for the new faculty members.
Kevin Chung will be teaching marketing research at the Wisconsin School of Business starting in fall 2013. He will be finishing his Ph.D. in marketing at the Tepper School of Business at Carnegie Mellon University in Pittsburgh. He earned a MS in statistics from the University of Chicago and his BA in economics and BAS in biomedical engineering from the University of Pennsylvania.
His research interests are primarily in quantitative marketing and modeling consumer behavior using large data sets. His recent research looked at the value of celebrity endorsements by studying the golf ball market; the research quantifies the impact a celebrity has on the sales of the endorsed product. Chung’s paper finds that Tiger Woods’ $200 million contract was well worth it for Nike. Currently, he is studying consumer behavior under a new loyalty program run by a major credit card company.
Kevin and his wife are excited to be Badgers and are happy to, for the first time in their lives, be part of a school that has an excellent sports program!
Paola Mallucci will begin teaching at the Wisconsin School of Business during the fall of 2013. Paola will be finishing her Ph.D. in marketing at the University of Minnesota in Minneapolis and holds a MS in marketing from Universita’ Bocconi in Milan, Italy. In Italy, Paola also worked at Procter and Gamble as an assistant brand manager.
Her teaching interests are in the area of channel management, marketing research, and marketing management. Her research uses experimental and behavioral economics to understand how customers with non-standard preferences interact with profit-maximizing firms. In her work, she investigates how social preferences, such as social pressure and fairness, can affect important marketing decisions such as product pricing in channels and corporate social responsibility actions. Her additional research interests include the discrete choice modeling of experimental data, contractual choices, and time inconsistency.
Liad Weiss will be teaching marketing strategy at the Wisconsin School of Business starting in the spring of 2014. Weiss will be finishing his Ph.D. in marketing from Columbia Business School in New York City. Weiss holds an MS in behavioral and managerial sciences and a BS in industrial engineering and management from the Technion-Israel Institute of Technology. He has also worked as a consultant and a project manager in the IT industry.
Weiss’ broad research interests focus on the interplay between consumers and brands, specifically the psychological processes that lead to—and follow from—product acquisition, and how these processes affect product judgment and consumer choice. His research has direct implications for product branding and advertising strategy as well as for consumer decision-making.
Evan Polman will be teaching marketing strategy at the Wisconsin School of Business beginning in the fall of 2013. Polman received his Ph.D. from Cornell University in Ithaca, New York and previously taught at the Stern School of Business at New York University.
Polman’s research examines how the choices we make for others are different from choices we make for ourselves. One of Polman’s papers shows that people are more creative in designing products and finding solutions for others than they are for themselves. Polman’s research has been featured in the Wall Street Journal, the New York Times, The Huffington Post, Fast Company, Scientific American Mind, Psychology Today, and others. His research focuses on the ubiquity of choices that are made for others, but about which we know very little: CEOs make choices for employees; parents for their children; members of corporate boards for shareholders; lawyers and financial planners for their clients; physicians for their patients; and one spouse for the other.