Michel Tuan Pham
- Kravis Professor of Business
- Marketing Division
- Research Director
- Center on Global Brand Leadership
- Areas of Expertise
- Decision Making & Negotiations, Marketing, Strategy
- Contact
- Office: 922 Kravis
- Phone: (212) 8543472
- E-mail: [email protected]
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
The Role of Relaxation in Consumer Behavior
La Londe Conference Best Paper Award
- 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?
- Case ID
- 112107
GM Brands: Too much of a Good Thing?
How should GM revise its multiple brand strategy and refine its portfolio?
- 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?
- 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?