Derek D. Rucker: Faculty Experts
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Derek D. Rucker
Field:
Innovation and Entrepreneurship, Marketing
Focus Areas:
Consumer Behavior, Influence and Persuasion, Social Psychology, Statistics and probability
Contact:
Media Relations Contact:
Shanice Harris
Kellogg School of Management
Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing
Professor of Marketing
Co-chair of Faculty Research
About
Areas of Focus
- Advertising
- Consumer behavior
- Psychology of conviction (consumer certainty and power)
- Social psychology
- Emotions
- Attribution
- Statistical methodology
Work/Research
- Topics of power, compensatory consumption, persuasion, and consumer behavior
- What makes for effective advertising
- What motives underlies consumer consumption