Anocha Aribarg

Prof. Aribarg’s research interests involve fusing psychology and consumer behavior theories with Bayesian statistical and econometric modeling to draw unique insights about consumer behavior that help solve current marketing problems. In her research, she attempts to understand the processes underlying how consumers make both individual and joint choice decisions, search for products, and respond to firms' product offerings and advertising. To understand such processes, which include attention, belief updating and preference formation, she employs multi-method approaches involving conjoint choice experiments, surveys, eye tracking measurement, field experiments and observational data. She has published in premier journals such as Marketing Science, Journal of Marketing Research and Psychological Science. She is currently an associate editor at Marketing Science, Journal of Marketing and Journal of Marketing Research and serves on the editorial boards of the Journal of Retailing. Prof. Aribarg teaches Marketing Research and Analytics and Predictive Analytics at the graduate level. She obtained a BS in Statistics from Chulalongkorn University in Thailand and a PhD in Marketing from University of Wisconsin.