Skip to main content

Derek D. Rucker: Faculty Experts

Not seeing the results that match your search? FILTER BY CATEGORY AND FIELD

Derek D. Rucker

Kellogg School of Management

Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing
Professor of Marketing
Co-chair of Faculty Research


Areas of Focus

  • Advertising
  • Consumer behavior
  • Psychology of conviction (consumer certainty and power)
  • Social psychology
  • Emotions
  • Attribution
  • Statistical methodology


  • Topics of power, compensatory consumption, persuasion, and consumer behavior
  • What makes for effective advertising
  • What motives underlies consumer consumption