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  1. Directory
  2. Faculty
  3. Michel Tuan Pham

Michel Tuan Pham

Kravis Professor of Business
Marketing Division
Research Director
Center on Global Brand Leadership
Michel Tuan Pham
Areas of Expertise
Decision Making & Negotiations, Marketing, Strategy
Contact
Office: 922 Kravis
Phone: (212) 8543472
E-mail: [email protected]
Links
Personal Website
Curriculum Vitae

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, International Journal of Research in Marketing, Psychological Science, Organizational Behavior and Human Decision Processes, Personality and Social Psychology Review, and the Review of General Psychology. He is a past President and Fellow 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 Research Director of the Center on Global Brand Leadership and co-faculty director of the Brand Leadership Program for business executives.

Education
Licentiate in Applied Economics, Catholic University of Louvain-Mons, Belgium, 1987; MA, University of Florida, 1992; PhD, 1994
Joined CBS
1994

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Sun, Jennifer J and Michel Tuan Pham
. “What Makes Consumption Experiences Feel “Special”? A Multimethod Integrative Analysis.”
Journal of Consumer Research
(Forthcoming).
Explore Further about What Makes Consumption Experiences Feel “Special”? A Multimethod Integrative Analysis
Journal Article
Pham, Michel Tuan and Jennifer Sun
. “On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace.”
Journal of Retailing
vol.
96
, (March 01, 2020):
101
-
127
.
Explore Further about On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace
Journal Article
He, Daniel, Shiri Melumad, and Michel Tuan Pham
. “The Pleasure of Assessing and Expressing Our Likes and Dislikes.”
Journal of Consumer Research
vol.
46
, (October 01, 2019):
545
-
563
.
Explore Further about The Pleasure of Assessing and Expressing Our Likes and Dislikes
Journal Article
Melumad, Shiri, Jeffrey Inman, and Michel Tuan Pham
. “Selectively Emotional: How Smartphone Use Changes User-Generated Content.”
Journal of Marketing Research
vol.
56
, (April 01, 2019):
259
-
275
.
Explore Further about Selectively Emotional: How Smartphone Use Changes User-Generated Content
Download PDF on Selectively Emotional: How Smartphone Use Changes User-Generated Content
Journal Article
Chen, Charlene and Michel Tuan Pham
. “Affect Regulation and Consumer Behavior.”
Consumer Psychology Review
vol.
2
, (January 01, 2019):
114
-
144
.
Explore Further about Affect Regulation and Consumer Behavior
Journal Article
Chang, Hannah and Michel Tuan Pham
. “Affective Boundaries of Scope Insensitivity.”
Journal of Consumer Research
vol.
45
, (August 01, 2018):
403
-
428
.
Explore Further about Affective Boundaries of Scope Insensitivity
Journal Article
Aydinli, Aylin, Yangjie Gu, and Michel Tuan Pham
. “An Experience-Utility Explanation of the Preference for Larger Assortments.”
International Journal of Research in Marketing
vol.
34
, (September 01, 2017):
746
-
760
.
Explore Further about An Experience-Utility Explanation of the Preference for Larger Assortments
Download PDF on An Experience-Utility Explanation of the Preference for Larger Assortments
Journal Article
Faraji-Rad, Ali and Michel Tuan Pham
. “Uncertainty Increases the Reliance on Affect in Decisions.”
Journal of Consumer Research
vol.
44
, (June 01, 2017):
1
-
21
.
Explore Further about Uncertainty Increases the Reliance on Affect in Decisions
Download PDF on Uncertainty Increases the Reliance on Affect in Decisions
Journal Article
Pham, Michel Tuan, Ali Faraji-Rad, Olivier Toubia , and Leonard Lee
. “Affect as an Ordinal System of Utility Assessment.”
Organizational Behavior and Human Decision Processes
vol.
131
, (November 01, 2015):
81
-
94
.
Explore Further about Affect as an Ordinal System of Utility Assessment
Download PDF on Affect as an Ordinal System of Utility Assessment
Journal Article
Pham, Michel Tuan
. “Using Consumer Psychology to Fight Obesity.”
Journal of Consumer Psychology
vol.
24
, (July 01, 2014):
411
-
412
.
Explore Further about Using Consumer Psychology to Fight Obesity
Journal Article
Pham, Michel Tuan
. “Feels Right . . . Go Ahead? When to Trust Your Feelings in Judgments and Decisions.”
GfK Marketing Intelligence Review
vol.
6
, (May 01, 2014):
22
-
27
.
Explore Further about Feels Right . . . Go Ahead? When to Trust Your Feelings in Judgments and Decisions
Download PDF on Feels Right . . . Go Ahead? When to Trust Your Feelings in Judgments and Decisions
Journal Article
Geuens, Maggie, Patrick De Pelsmaker, and Michel Tuan Pham
. “Do Pleasant Emotional Ads Make Consumers Like Your Brand More?”
GfK Marketing Intelligence Review
vol.
6
, (May 01, 2014):
40
-
45
.
Explore Further about Do Pleasant Emotional Ads Make Consumers Like Your Brand More?
Download PDF on Do Pleasant Emotional Ads Make Consumers Like Your Brand More?
Journal Article
Pham, Michel Tuan, Maggie Geuens, and Patrick De Pelsmaker
. “The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More Than 1,000 TV Commercials.”
International Journal of Research in Marketing
vol.
30
, (December 01, 2013):
383
-
394
.
Explore Further about The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More Than 1,000 TV Commercials
Download PDF on The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More Than 1,000 TV Commercials
Journal Article
Pham, Michel Tuan
. “The Seven Sins of Consumer Psychology.”
Journal of Consumer Psychology
vol.
23
, (October 01, 2013):
411
-
423
.
Explore Further about The Seven Sins of Consumer Psychology
Journal Article
Chang, Hannah and Michel Tuan Pham
. “Affect as a Decision-Making System of the Present.”
Journal of Consumer Research
vol.
40
, (June 01, 2013):
42
-
63
.
Explore Further about Affect as a Decision-Making System of the Present
Download PDF on Affect as a Decision-Making System of the Present
Journal Article
Avnet, Tamar, Michel Tuan Pham , and Andrew T. Stephen
. “Consumers' Trust in Feelings as Information.”
Journal of Consumer Research
vol.
39
, (December 01, 2012):
720
-
735
.
Explore Further about Consumers' Trust in Feelings as Information
Journal Article
Pham, Michel Tuan and Andrew T. Stephen
. “Feeling the Future: The Emotional Oracle Effect.”
Journal of Consumer Research
vol.
39
, (October 01, 2012):
461
-
477
.
Explore Further about Feeling the Future: The Emotional Oracle Effect
Download PDF on Feeling the Future: The Emotional Oracle Effect
Journal Article
Pham, Michel Tuan, Iris Hung, and Gerald Gorn
. “Relaxation Increases Monetary Valuations.”
Journal of Marketing Research
vol.
48
, (October 01, 2011):
814
-
826
.
Explore Further about Relaxation Increases Monetary Valuations
Download PDF on Relaxation Increases Monetary Valuations
Journal Article
Greifeneder, Rainer, Herbert Bless, and Michel Tuan Pham
. “When Do People Rely on Affective and Cognitive Feelings in Judgment? A Review.”
Personality and Social Psychology Review
vol.
15
, (May 01, 2011):
107
-
141
.
Explore Further about When Do People Rely on Affective and Cognitive Feelings in Judgment? A Review
Journal Article
Pham, Michel Tuan and Hannah Chang
. “Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives.”
<a href="http://ejcr.org/">Journal of Consumer Research</a>
vol.
37
, (December 01, 2010):
626
-
640
.
Explore Further about Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives
Download PDF on Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives
Journal Article
Pham, Michel Tuan, Caroline Goukens, Donald Lehmann , and Jennifer Stuart
. “Shaping Customer Satisfaction through Self-Awareness Cues.”
Journal of Marketing Research
vol.
47
, (October 01, 2010):
920
-
932
.
Explore Further about Shaping Customer Satisfaction through Self-Awareness Cues
Journal Article
Pham, Michel Tuan
. “Rethinking Regulatory Engagement Theory.”
Journal of Consumer Psychology
vol.
19
, (January 01, 2009):
115
-
123
.
Explore Further about Rethinking Regulatory Engagement Theory
Download PDF on Rethinking Regulatory Engagement Theory
Journal Article
Pham, Michel Tuan
. “Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus.”
Organizational Behavior and Human Decision Processes
vol.
108
, (January 01, 2009):
267
-
278
.
Explore Further about Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus
Download PDF on Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus
Journal Article
Pham, Michel Tuan
. “On Feelings as a Heuristic for Making Offers in Ultimatum Negotiations.”
Psychological Science
vol.
19
, (October 01, 2008):
1051
-
1058
.
Explore Further about On Feelings as a Heuristic for Making Offers in Ultimatum Negotiations
Download PDF on On Feelings as a Heuristic for Making Offers in Ultimatum Negotiations
Journal Article
Pham, Michel Tuan
. “Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence.”
Review of General Psychology
vol.
11
, (January 01, 2007):
155
-
78
.
Explore Further about Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence
Download PDF on Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence
Journal Article
Johar, Gita, Michel Tuan Pham , and Kirk Wakefield
. “How Event Sponsors Are Really Identified: A (Baseball) Field Analysis.”
Journal of Advertising Research
vol.
46
, (June 01, 2006):
183
-
98
.
Explore Further about How Event Sponsors Are Really Identified: A (Baseball) Field Analysis
Download PDF on How Event Sponsors Are Really Identified: A (Baseball) Field Analysis
Journal Article
Raghunathan, Rajagopal, Michel Tuan Pham , and Kim Corfman
. “Informational Properties of Anxiety and Sadness, and Displaced Coping.”
Journal of Consumer Research
vol.
32
, (March 01, 2006):
596
-
601
.
Explore Further about Informational Properties of Anxiety and Sadness, and Displaced Coping
Download PDF on Informational Properties of Anxiety and Sadness, and Displaced Coping
Journal Article
Pham, Michel Tuan
. “The Logic of Feeling.”
Journal of Consumer Psychology
vol.
14
, (September 01, 2004):
360
-
9
.
Explore Further about The Logic of Feeling
Download PDF on The Logic of Feeling
Journal Article
Zhou, Rongrong and Michel Tuan Pham
. “Promotion and Prevention Across Mental Accounts: How Financial Products Dictate Consumers' Investment Goals.”
Journal of Consumer Research
vol.
31
, (June 01, 2004):
12
-
35
.
Explore Further about Promotion and Prevention Across Mental Accounts: How Financial Products Dictate Consumers' Investment Goals
Download PDF on Promotion and Prevention Across Mental Accounts: How Financial Products Dictate Consumers' Investment Goals
Journal Article
Pham, Michel Tuan and Tamar Avnet
. “Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion.”
Journal of Consumer Research
vol.
30
, (March 01, 2004):
503
-
18
.
Explore Further about Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion
Download PDF on Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion
Journal Article
Pham, Michel Tuan and A. Muthukirishnan
. “Search and Alignment in Judgment Revision: Implications for Brand Positioning.”
Journal of Marketing Research
vol.
39
, (April 01, 2002):
18
-
30
.
Explore Further about Search and Alignment in Judgment Revision: Implications for Brand Positioning
Download PDF on Search and Alignment in Judgment Revision: Implications for Brand Positioning
Journal Article
Pham, Michel Tuan, John Pracejus, and G. Hughes
. “Affect Monitoring and the Primacy of Feelings in Judgment.”
Journal of Consumer Research
vol.
28
, (September 01, 2001):
167
-
88
.
Explore Further about Affect Monitoring and the Primacy of Feelings in Judgment
Download PDF on Affect Monitoring and the Primacy of Feelings in Judgment
Journal Article
Muthukirishnan, A., Michel Tuan Pham , and Anat Keinan
. “Does Greater Amount of Information Always Bolster Attitudinal Resistance?”
Marketing Letters
vol.
12
, (May 01, 2001):
131
-
44
.
Explore Further about Does Greater Amount of Information Always Bolster Attitudinal Resistance?
Download PDF on Does Greater Amount of Information Always Bolster Attitudinal Resistance?
Journal Article
Pham, Michel Tuan, Tom Meyvis, and Rongrong Zhou
. “Beyond the Obvious: Chronic Imagery Vividness and Decision Making.”
Organizational Behavior and Human Decision Processes
vol.
84
, (March 01, 2001):
226
-
53
.
Explore Further about Beyond the Obvious: Chronic Imagery Vividness and Decision Making
Download PDF on Beyond the Obvious: Chronic Imagery Vividness and Decision Making
Journal Article
Pham, Michel Tuan and Gita Johar
. “Market Prominence Biases in Sponsor Identification: Processes and Consequentiality.”
Psychology and Marketing
vol.
18
, (February 01, 2001):
123
-
43
.
Explore Further about Market Prominence Biases in Sponsor Identification: Processes and Consequentiality
Journal Article
Gorn, Gerald, Michel Tuan Pham , and Leo Sin
. “When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa).”
Journal of Consumer Psychology
vol.
11
, (January 01, 2001):
43
-
55
.
Explore Further about When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa)
Download PDF on When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa)
Journal Article
Muthukirishnan, A., Michel Tuan Pham , and Anat Keinan
. “Comparison Opportunity and Judgment Revision.”
Organizational Behavior and Human Decision Processes
vol.
80
, (December 01, 1999):
228
-
51
.
Explore Further about Comparison Opportunity and Judgment Revision
Download PDF on Comparison Opportunity and Judgment Revision
Journal Article
Raghunathan, Rajagopal and Michel Tuan Pham
. “All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness in Decision Making.”
Organizational Behavior and Human Decision Processes
vol.
71
, (July 01, 1999):
56
-
77
.
Explore Further about All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness in Decision Making
Download PDF on All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness in Decision Making
Journal Article
Pham, Michel Tuan
. “Representativeness, Relevance, and the Use of Feelings in Decision Making.”
Journal of Consumer Research
vol.
25
, (September 01, 1998):
144
-
59
.
Explore Further about Representativeness, Relevance, and the Use of Feelings in Decision Making
Download PDF on Representativeness, Relevance, and the Use of Feelings in Decision Making
Journal Article
Pham, Michel Tuan and Gita Johar
. “Contingent Processes of Source Identification.”
Journal of Consumer Research
vol.
24
, (December 01, 1997):
249
-
65
.
Explore Further about Contingent Processes of Source Identification
Download PDF on Contingent Processes of Source Identification
Journal Article
Pham, Michel Tuan and Marc Vanhuele
. “Analyzing the Memory Impact of Advertising Fragments.”
Marketing Letters
vol.
8
, (December 01, 1997):
407
-
17
.
Explore Further about Analyzing the Memory Impact of Advertising Fragments
Download PDF on Analyzing the Memory Impact of Advertising Fragments
Journal Article
Pham, Michel Tuan
. “Cue Representation and Selection Effects of Arousal in Persuasion.”
Journal of Consumer Research
vol.
22
, (March 01, 1996):
373
-
87
.
Explore Further about Cue Representation and Selection Effects of Arousal in Persuasion
Download PDF on Cue Representation and Selection Effects of Arousal in Persuasion
Journal Article
Pham, Michel Tuan
. “Heuristiques et Biais Decisionnels en Marketing.”
Recherche et Applications en Marketing
vol.
11
, (January 01, 1996):
53
-
69
.
Explore Further about Heuristiques et Biais Decisionnels en Marketing
Download PDF on Heuristiques et Biais Decisionnels en Marketing
Journal Article
Derbaix, Christian and Michel Tuan Pham
. “Affective Reactions to Consumption Situations: A Pilot Investigation.”
Journal of Economic Psychology
vol.
12
, (August 01, 1991):
325
-
55
.
Explore Further about Affective Reactions to Consumption Situations: A Pilot Investigation
Download PDF on Affective Reactions to Consumption Situations: A Pilot Investigation
Journal Article
Derbaix, Christian and Michel Tuan Pham
. “Pour un Developpement des Mesures de l'Affectif en Marketing: Synthese des Prerequis.”
Recherche et Applications en Marketing
vol.
4
, (January 01, 1989):
71
-
87
.
Explore Further about Pour un Developpement des Mesures de l'Affectif en Marketing: Synthese des Prerequis
Download PDF on Pour un Developpement des Mesures de l'Affectif en Marketing: Synthese des Prerequis
Working Paper
Chang, Hannah and Michel Tuan Pham
. Scope Insensitive Today but Not Tomorrow (or Yesterday): Further Evidence of Affect as a Decision System of the Present. January 01, 2014.
Explore Further about Scope Insensitive Today but Not Tomorrow (or Yesterday): Further Evidence of Affect as a Decision System of the Present
Working Paper
Aydinli, Aylin, Yangjie Gu, and Michel Tuan Pham
. The Lure of Larger Assortments in Feeling-based Decisions. January 01, 2014.
Explore Further about The Lure of Larger Assortments in Feeling-based Decisions
Working Paper
Pham, Michel Tuan and Olivier Toubia
. Affect as an Ordinal System of Utility Assessment. January 01, 2014.
Explore Further about Affect as an Ordinal System of Utility Assessment
Working Paper
Pham, Michel Tuan
. States of Uncertainty Increase the Reliance on Affect in Decisions. January 01, 2014.
Explore Further about States of Uncertainty Increase the Reliance on Affect in Decisions
Working Paper
Pham, Michel Tuan and Olivier Toubia
. Affective Evaluations Are More Ordinal. March 01, 2010.
Explore Further about Affective Evaluations Are More Ordinal
Working Paper
Pham, Michel Tuan
. Metacognitive and Nonmetacognative Reliance on Affect as Information in Judgment. January 01, 2010.
Explore Further about Metacognitive and Nonmetacognative Reliance on Affect as Information in Judgment
Newspaper/Magazine Article
Melumad, Shiri and Michel Tuan Pham
. “The Smartphone as a Pacifying Technology.”
Journal of Consumer Research
. Forthcoming.
Explore Further about The Smartphone as a Pacifying Technology
Chapter
Pham, Michel Tuan
. “The Lexicon and Grammar of Affect-as-Information in Consumer Decision Making: The GAIM.” In
Social Psychology of Consumer Behavior
, edited by
Michaela Wanke
,
New York
:
Psychology Press
, Forthcoming.
Explore Further about The Lexicon and Grammar of Affect-as-Information in Consumer Decision Making: The GAIM
Chapter
Pham, Michel Tuan and Eduardo Andrade
. “The Nature and Role of Affect in Consumer Behavior.” In
Handbook of Consumer Psychology
,
297
-
348
.
Hillsdale, NJ
:
Lawrence Erlbaum
, 2008.
Explore Further about The Nature and Role of Affect in Consumer Behavior
Chapter
Johnson, Eric, Michel Tuan Pham , and Gita Johar
. “Consumer Behavior and Marketing.” In
Social Psychology: Handbook of Basic Principles
, edited by
Arie Kruglanski and E. Tory Higgins
,
New York
:
Guilford
, 2007.
Explore Further about Consumer Behavior and Marketing
Chapter
Pham, Michel Tuan and E. Tory Higgins
. “Promotion and Prevention in Consumer Decision-Making: The State of the Art and Theoretical Propositions.” In
Inside Consumption: Consumer Motives, Goals, and Desires
, edited by
S. Ratneshwar and David Glen Mick
,
8
-
43
.
Abingdon, Oxon
:
Routledge
, 2005.
Explore Further about Promotion and Prevention in Consumer Decision-Making: The State of the Art and Theoretical Propositions
Download PDF on Promotion and Prevention in Consumer Decision-Making: The State of the Art and Theoretical Propositions
  • Courses
  • Case Studies
Course
B7583: Executive Ethics
View Course on Executive Ethics
Course
B7607: Strategic Consumer Insights
View Course on Strategic Consumer Insights
Course
B9617: (PhD) Consumer Behavior II
View Course on (PhD) Consumer Behavior II
Course
B8607: Strategic Consumer Insights
View Course on Strategic Consumer Insights
Course
B9608: (PhD) Experimental Design & Analysis for Behavioral Research
View Course on (PhD) Experimental Design & Analysis for Behavioral Research
Case Study
Pham, Michel Tuan
. Teaching Notes for adidas v. Payless case.  2011.
Explore Further about Teaching Notes for adidas v. Payless case
  • Awards & Honors
  • In the Media
  • Articles
In the Media

This Is the Wrong Way to Talk to Your Customers Post-Election

Inc.
Article

La Londe Conference Best Paper Award

Read More about La Londe Conference Best Paper Award
Article

The Role of Relaxation in Consumer Behavior

Read More about The Role of Relaxation in Consumer Behavior
  • CaseWorks
Case ID
090520SPA

How Much Are adidas's Three Stripes Worth? Adidas v. Payless and Its $300 Million Verdict (Spanish Translation)

Did the jury make the right call by awarding over $300 million to adidas in a trademark infringement lawsuit based on?

View Case on How Much Are adidas's Three Stripes Worth? Adidas v. Payless and Its $300 Million Verdict (Spanish Translation)
Case ID
112107

GM Brands: Too much of a Good Thing?

How should GM revise its multiple brand strategy and refine its portfolio?

View Case on GM Brands: Too much of a Good Thing?
Case ID
90520

How Much are adidas's Three Stripes Worth? adidas vs. Payless and its $300 Million Verdict

Did the jury make the right call by awarding over $300 million to adidas in a trademark infringement lawsuit based on?

View Case on How Much are adidas's Three Stripes Worth? adidas vs. Payless and its $300 Million Verdict
Case ID
70501

The U.S. 2004 Presidential Election: Politics or Marketing?

How did effective marketing choices and positioning help a Republican incumbent win a tight presidential race, and, conversely, what marketing missteps did his Democratic rival make?

View Case on The U.S. 2004 Presidential Election: Politics or Marketing?

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