Assistant Professor of Marketing, The Wharton School
Preference formation and choice, consumer's decisional conflict and effort in choice, empathy and social influence
Rom Schrift studies consumer behavior focusing on Behavioral Decision Theory. More specifically, he explores the psychological processes that consumers undergo prior to reaching a decision, the formation of consumers’ preferences, and how cues in the environment trigger different mind-sets.
Rom teaches Creativity (MKTG 292) and Consumer Behavior (MKTG 211). He received his PhD in Marketing and Masters in Philosophy from Columbia University. He also holds an MBA from the Hebrew University of Jerusalem and a BSc in Mechanical Engineering from Ben-Gurion University in Israel. Prior to his academic career, he worked as an R&D Engineer and as a consultant in the field of marketing research.
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