Detail

Professor Pham’s business expertise covers the areas of marketing strategy and management, branding, customer and consumer psychology, trademark psychology, marketing communication, and executive decision making. His most recent research focuses on the role of feelings, emotions and motivation in consumers’ and managers’ judgments and decisions. His numerous publications are widely cited and have appeared in many leading scholarly journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, Psychological Science, Organizational Behavior and Human Decision Processes, Personality and Social Psychology Review, and the Review of General Psychology. He is the President of the Society for Consumer Psychology, the leading professional organization for the advancement of the psychological science of the consumer. He teaches in the MBA,EMBA, PhD and Executive Education Programs and is the faculty director of the flagship Strategic Marketing Management Program for business executives.

• Spring 2012
  (PhD) Experimental Design & Analysis for Behavioral Research (PHD)
  Strategic Consumer Insights (MBA)
  
• Fall 2012
  Marketing Strategy (EMBA)
  Strategic Consumer Insights (MBA)
  
• Spring 2011
  Marketing Strategy (MBA)
  Strategic Consumer Insights (MBA)
  
• Fall 2011
  (PhD) Consumer Behavior II (PHD)
  Strategic Consumer Insights (MBA)
  
• Spring 2010
  (PhD) Experimental Design & Analysis for Behavioral Research (PHD)
  Marketing Strategy (MBA)
  
• Spring 2009
  (PhD) Consumer Behavior I (PHD)
  Marketing Strategy (MBA)
  
• Fall 2009
  (PhD) Consumer Behavior II (PHD)
  

The Lexicon and Grammar of Affect-as-Information in Consumer Decision Making: The GAIM In Social Psychology of Consumer Behavior (2009)
Author(s): Michel Tuan Pham

The Nature and Role of Affect in Consumer Behavior In Handbook of Consumer Psychology (2008)
Author(s): Michel Tuan Pham, Eduardo Andrade

Consumer Behavior and Marketing In Social Psychology: Handbook of Basic Principles (2007)
Author(s): Eric Johnson, Michel Tuan Pham, Gita Johar

Promotion and Prevention in Consumer Decision-Making: The State of the Art and Theoretical Propositions In Inside Consumption: Consumer Motives, Goals, and Desires (2005)
Author(s): Michel Tuan Pham, E. Tory Higgins

Consumers' Trust in Feelings as Information In Journal of Consumer Research (2012)
Author(s): Tamar Avnet, Michel Tuan Pham, Andrew T. Stephen

Feeling the Future: The Emotional Oracle Effect In Journal of Consumer Research (2012)
Author(s): Michel Tuan Pham, Leonard Lee, Andrew T. Stephen

Relaxation Increases Monetary Valuations In Journal of Marketing Research (2011)
Author(s): Michel Tuan Pham, Iris Hung, Gerald Gorn

When Do People Rely on Affective and Cognitive Feelings in Judgment? A Review In Personality and Social Psychology Review (2011)
Author(s): Rainer Greifeneder, Herbert Bless, Michel Tuan Pham

Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives In Journal of Consumer Research (2010)
Author(s): Michel Tuan Pham, Hannah Chang

Shaping Customer Satisfaction through Self-Awareness Cues In Journal of Marketing Research (2010)
Author(s): Michel Tuan Pham, Caroline Goukens, Donald Lehmann, Jennifer Stuart

Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus In Organizational Behavior and Human Decision Processes (2009)
Author(s): Michel Tuan Pham

Rethinking Regulatory Engagement Theory In Journal of Consumer Psychology (2009)
Author(s): Michel Tuan Pham

On Feelings as a Heuristic for Making Offers in Ultimatum Negotiations In Psychological Science (2008)
Author(s): Michel Tuan Pham

Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence In Review of General Psychology (2007)
Author(s): Michel Tuan Pham

How Event Sponsors Are Really Identified: A (Baseball) Field Analysis In Journal of Advertising Research (2006)
Author(s): Gita Johar, Michel Tuan Pham, Kirk Wakefield

Informational Properties of Anxiety and Sadness, and Displaced Coping In Journal of Consumer Research (2006)
Author(s): Rajagopal Raghunathan, Michel Tuan Pham, Kim Corfman

The Logic of Feeling In Journal of Consumer Psychology (2004)
Author(s): Michel Tuan Pham

Promotion and Prevention Across Mental Accounts: How Financial Products Dictate Consumers' Investment Goals In Journal of Consumer Research (2004)
Author(s): Rongrong Zhou, Michel Tuan Pham

Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion In Journal of Consumer Research (2004)
Author(s): Michel Tuan Pham, Tamar Avnet

Search and Alignment in Judgment Revision: Implications for Brand Positioning In Journal of Marketing Research (2002)
Author(s): Michel Tuan Pham, A. Muthukirishnan

Affect Monitoring and the Primacy of Feelings in Judgment In Journal of Consumer Research (2001)
Author(s): Michel Tuan Pham, John Pracejus, G. Hughes

Does Greater Amount of Information Always Bolster Attitudinal Resistance? In Marketing Letters (2001)
Author(s): A. Muthukirishnan, Michel Tuan Pham, Anat Keinan

Beyond the Obvious: Chronic Imagery Vividness and Decision Making In Organizational Behavior and Human Decision Processes (2001)
Author(s): Michel Tuan Pham, Tom Meyvis, Rongrong Zhou

Market Prominence Biases in Sponsor Identification: Processes and Consequentiality In Psychology and Marketing (2001)
Author(s): Michel Tuan Pham, Gita Johar

When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa) In Journal of Consumer Psychology (2001)
Author(s): Gerald Gorn, Michel Tuan Pham, Leo Sin

Comparison Opportunity and Judgment Revision In Organizational Behavior and Human Decision Processes (1999)
Author(s): A. Muthukirishnan, Michel Tuan Pham, Anat Keinan

Relatedness, Prominence, and Constructive Sponsor Identification In Journal of Marketing Research (1999)
Author(s): Gita Johar, Michel Tuan Pham

All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness in Decision Making In Organizational Behavior and Human Decision Processes (1999)
Author(s): Rajagopal Raghunathan, Michel Tuan Pham

Representativeness, Relevance, and the Use of Feelings in Decision Making In Journal of Consumer Research (1998)
Author(s): Michel Tuan Pham

Contingent Processes of Source Identification In Journal of Consumer Research (1997)
Author(s): Michel Tuan Pham, Gita Johar

Analyzing the Memory Impact of Advertising Fragments In Marketing Letters (1997)
Author(s): Michel Tuan Pham, Marc Vanhuele

Cue Representation and Selection Effects of Arousal in Persuasion In Journal of Consumer Research (1996)
Author(s): Michel Tuan Pham

Heuristiques et Biais Decisionnels en Marketing In Recherche et Applications en Marketing (1996)
Author(s): Michel Tuan Pham

Affective Reactions to Consumption Situations: A Pilot Investigation In Journal of Economic Psychology (1991)
Author(s): Christian Derbaix, Michel Tuan Pham

Pour un Developpement des Mesures de l'Affectif en Marketing: Synthese des Prerequis In Recherche et Applications en Marketing (1989)
Author(s): Christian Derbaix, Michel Tuan Pham

GM Brands: Too much of a Good Thing?: Spring 2011
Author(s): Trevor Harris, Michel Tuan Pham

How Much are adidas's Three Stripes Worth? adidas vs. Payless and its $300 Million Verdict: Fall 2009
Author(s): Michel Tuan Pham

The U.S. 2004 Presidential Election: Politics or Marketing?: Spring 2008
Author(s): Michel Tuan Pham

The Preference for Larger Assortments in Feeling-based Decisions (2013)
Author(s): Aylin Aydinli, Yangjie Gu, Michel Tuan Pham

The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More Than 1,000 TV Commercials Working paper (2011)
Author(s): Michel Tuan Pham, Maggie Geuens, Patrick De Pelsmaker

The Beyond-Valence Empathy Gap: On the Inability to Predict the Influence of Anxiety and Sadness on Judgments and Decisions Working paper (2010)
Author(s): Michel Tuan Pham, Rajagopal Raghunathan

Affective Evaluations Are More Ordinal Working Paper (2010)
Author(s): Michel Tuan Pham, Olivier Toubia, Ali Faraji Rad, Leonard Lee

Affect as a Decision-Making System of the Present In Journal of Consumer Research (2013)
Author(s): Hannah Chang, Michel Tuan Pham

Affect as a Decision Making System of the Present In Journal of Consumer Research (2013)
Author(s): Hannah Chang, Michel Tuan Pham