Michel Tuan Pham
Kravis Professor of Business
Marketing
Licentiate in Applied Economics, Catholic University of Louvain-Mons, Belgium, 1987; MA, University of Florida, 1992; PhD, 1994
Joined CBS in 1994
Office:
515
Uris
Phone:
212-854-3472
E-mail:
[email protected]
Fax:
212-854-7647
Personal Website
Curriculum Vitae
Biography
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.
Teaching
Spring 2021
Strategic Consumer Insights
(MBA)
Fall 2020
Strategic Consumer Insights
(EMBA)
CB-I: Perspectives on Consumer Behavior
(PHD)
Summer 2020
Spring 2020
Strategic Consumer Insights
(MBA)
(PhD) Experimental Design & Analysis for Behavioral Research
(PHD)
Fall 2019
Strategic Consumer Insights
(EMBA)
Spring 2019
Strategic Consumer Insights
(MBA)
Fall 2018
Strategic Consumer Insights
(EMBA)
(PhD) Consumer Behavior I: Information Processing, Memory & Attitudes
(PHD)
Spring 2018
Strategic Consumer Insights
(MBA)
(PhD) Experimental Design & Analysis for Behavioral Research
(PHD)
Fall 2017
Global Immersion: Vietnam's History, Society, and Business Environment
(MBA)
(PhD) Consumer Behavior I: Information Processing, Memory & Attitudes
(PHD)
Strategic Consumer Insights
(EMBA)
Spring 2017
Strategic Consumer Insights
(MBA)
Fall 2016
Global Immersion: The Business Environment in Vietnam
(MBA)
(PhD) Consumer Behavior I: Information Processing, Memory & Attitudes
(PHD)
Strategic Consumer Insights
(MBA)
Spring 2016
Independent Study - 3 credits
(MBA)
Independent Study - 1.5 credits
(MBA)
Strategic Consumer Insights
(MBA)
Columbia Caseworks cases
How Much Are adidas's Three Stripes Worth? Adidas v. Payless and Its $300 Million Verdict (Spanish Translation)
(2017)
Coauthor(s): Michel Tuan Pham
GM Brands: Too much of a Good Thing?
(2011)
Coauthor(s): Trevor Harris, Michel Tuan Pham
How Much are adidas's Three Stripes Worth? adidas vs. Payless and its $300 Million Verdict
(2009)
Coauthor(s): Michel Tuan Pham
The U.S. 2004 Presidential Election: Politics or Marketing?
(2008)
Coauthor(s): Michel Tuan Pham
Research
Journal articles
The Smartphone as a Pacifying Technology
In Journal of Consumer Research
(forthcoming)
Coauthor(s): Shiri Melumad, Michel Tuan Pham
On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace
In Journal of Retailing
(2020)
Coauthor(s): Michel Tuan Pham, Jennifer Sun
The Pleasure of Assessing and Expressing Our Likes and Dislikes
In Journal of Consumer Research
(2019)
Coauthor(s): Daniel He, Shiri Melumad, Michel Tuan Pham
Selectively Emotional: How Smartphone Use Changes User-Generated Content
In Journal of Marketing Research
(2019)
Coauthor(s): Shiri Melumad, Jeffrey Inman, Michel Tuan Pham
Affect Regulation and Consumer Behavior
In Consumer Psychology Review
(2019)
Coauthor(s): Charlene Chen, Michel Tuan Pham
Affective Boundaries of Scope Insensitivity
In Journal of Consumer Research
(2018)
Coauthor(s): Hannah Chang, Michel Tuan Pham
An Experience-Utility Explanation of the Preference for Larger Assortments
In International Journal of Research in Marketing
(2017)
Coauthor(s): Aylin Aydinli, Yangjie Gu, Michel Tuan Pham
Uncertainty Increases the Reliance on Affect in Decisions
In Journal of Consumer Research
(2017)
Coauthor(s): Ali Faraji-Rad, Michel Tuan Pham
Affect as an Ordinal System of Utility Assessment
In Organizational Behavior and Human Decision Processes
(2015)
Coauthor(s): Michel Tuan Pham, Ali Faraji-Rad, Olivier Toubia, Leonard Lee
Using Consumer Psychology to Fight Obesity
In Journal of Consumer Psychology
(2014)
Coauthor(s): Michel Tuan Pham
Do Pleasant Emotional Ads Make Consumers Like Your Brand More?
In GfK Marketing Intelligence Review
(2014)
Coauthor(s): Maggie Geuens, Patrick De Pelsmaker, Michel Tuan Pham
Feels Right . . . Go Ahead? When to Trust Your Feelings in Judgments and Decisions
In GfK Marketing Intelligence Review
(2014)
Coauthor(s): Michel Tuan Pham
The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More Than 1,000 TV Commercials
In International Journal of Research in Marketing
(2013)
Coauthor(s): Michel Tuan Pham, Maggie Geuens, Patrick De Pelsmaker
The Seven Sins of Consumer Psychology
In Journal of Consumer Psychology
(2013)
Coauthor(s): Michel Tuan Pham
Affect as a Decision-Making System of the Present
In Journal of Consumer Research
(2013)
Coauthor(s): Hannah Chang, Michel Tuan Pham
Consumers' Trust in Feelings as Information
In Journal of Consumer Research
(2012)
Coauthor(s): Tamar Avnet, Michel Tuan Pham, Andrew T. Stephen
Feeling the Future: The Emotional Oracle Effect
In Journal of Consumer Research
(2012)
Coauthor(s): Michel Tuan Pham, Andrew T. Stephen
Relaxation Increases Monetary Valuations
In Journal of Marketing Research
(2011)
Coauthor(s): Michel Tuan Pham, Iris Hung, Gerald Gorn
When Do People Rely on Affective and Cognitive Feelings in Judgment? A Review
In Personality and Social Psychology Review
(2011)
Coauthor(s): Rainer Greifeneder, Herbert Bless, Michel Tuan Pham
Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives
In <a href="http://ejcr.org/">Journal of Consumer Research</a>
(2010)
Coauthor(s): Michel Tuan Pham, Hannah Chang
Shaping Customer Satisfaction through Self-Awareness Cues
In Journal of Marketing Research
(2010)
Coauthor(s): Michel Tuan Pham, Caroline Goukens, Donald Lehmann, Jennifer Stuart
Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus
In Organizational Behavior and Human Decision Processes
(2009)
Coauthor(s): Michel Tuan Pham
Rethinking Regulatory Engagement Theory
In Journal of Consumer Psychology
(2009)
Coauthor(s): Michel Tuan Pham
On Feelings as a Heuristic for Making Offers in Ultimatum Negotiations
In Psychological Science
(2008)
Coauthor(s): Michel Tuan Pham
Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence
In Review of General Psychology
(2007)
Coauthor(s): Michel Tuan Pham
How Event Sponsors Are Really Identified: A (Baseball) Field Analysis
In Journal of Advertising Research
(2006)
Coauthor(s): Gita Johar, Michel Tuan Pham, Kirk Wakefield
Informational Properties of Anxiety and Sadness, and Displaced Coping
In Journal of Consumer Research
(2006)
Coauthor(s): Rajagopal Raghunathan, Michel Tuan Pham, Kim Corfman
The Logic of Feeling
In Journal of Consumer Psychology
(2004)
Coauthor(s): Michel Tuan Pham
Promotion and Prevention Across Mental Accounts: How Financial Products Dictate Consumers' Investment Goals
In Journal of Consumer Research
(2004)
Coauthor(s): Rongrong Zhou, Michel Tuan Pham
Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion
In Journal of Consumer Research
(2004)
Coauthor(s): Michel Tuan Pham, Tamar Avnet
Search and Alignment in Judgment Revision: Implications for Brand Positioning
In Journal of Marketing Research
(2002)
Coauthor(s): Michel Tuan Pham, A. Muthukirishnan
Affect Monitoring and the Primacy of Feelings in Judgment
In Journal of Consumer Research
(2001)
Coauthor(s): Michel Tuan Pham, John Pracejus, G. Hughes
Does Greater Amount of Information Always Bolster Attitudinal Resistance?
In Marketing Letters
(2001)
Coauthor(s): A. Muthukirishnan, Michel Tuan Pham, Anat Keinan
Beyond the Obvious: Chronic Imagery Vividness and Decision Making
In Organizational Behavior and Human Decision Processes
(2001)
Coauthor(s): Michel Tuan Pham, Tom Meyvis, Rongrong Zhou
Market Prominence Biases in Sponsor Identification: Processes and Consequentiality
In Psychology and Marketing
(2001)
Coauthor(s): Michel Tuan Pham, Gita Johar
When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa)
In Journal of Consumer Psychology
(2001)
Coauthor(s): Gerald Gorn, Michel Tuan Pham, Leo Sin
Comparison Opportunity and Judgment Revision
In Organizational Behavior and Human Decision Processes
(1999)
Coauthor(s): A. Muthukirishnan, Michel Tuan Pham, Anat Keinan
Relatedness, Prominence, and Constructive Sponsor Identification
In Journal of Marketing Research
(1999)
Coauthor(s): Gita Johar, Michel Tuan Pham
All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness in Decision Making
In Organizational Behavior and Human Decision Processes
(1999)
Coauthor(s): Rajagopal Raghunathan, Michel Tuan Pham
Representativeness, Relevance, and the Use of Feelings in Decision Making
In Journal of Consumer Research
(1998)
Coauthor(s): Michel Tuan Pham
Contingent Processes of Source Identification
In Journal of Consumer Research
(1997)
Coauthor(s): Michel Tuan Pham, Gita Johar
Analyzing the Memory Impact of Advertising Fragments
In Marketing Letters
(1997)
Coauthor(s): Michel Tuan Pham, Marc Vanhuele
Cue Representation and Selection Effects of Arousal in Persuasion
In Journal of Consumer Research
(1996)
Coauthor(s): Michel Tuan Pham
Heuristiques et Biais Decisionnels en Marketing
In Recherche et Applications en Marketing
(1996)
Coauthor(s): Michel Tuan Pham
Affective Reactions to Consumption Situations: A Pilot Investigation
In Journal of Economic Psychology
(1991)
Coauthor(s): Christian Derbaix, Michel Tuan Pham
Pour un Developpement des Mesures de l'Affectif en Marketing: Synthese des Prerequis
In Recherche et Applications en Marketing
(1989)
Coauthor(s): Christian Derbaix, Michel Tuan Pham
Chapters
The Lexicon and Grammar of Affect-as-Information in Consumer Decision Making: The GAIM
In Social Psychology of Consumer Behavior
(2009)
Coauthor(s): Michel Tuan Pham
The Nature and Role of Affect in Consumer Behavior
In Handbook of Consumer Psychology
(2008)
Coauthor(s): Michel Tuan Pham, Eduardo Andrade
Consumer Behavior and Marketing
In Social Psychology: Handbook of Basic Principles
(2007)
Coauthor(s): Eric Johnson, Michel Tuan Pham, Gita Johar
Promotion and Prevention in Consumer Decision-Making: The State of the Art and Theoretical Propositions
In Inside Consumption: Consumer Motives, Goals, and Desires
(2005)
Coauthor(s): Michel Tuan Pham, E. Tory Higgins
Working papers
Scope Insensitive Today but Not Tomorrow (or Yesterday): Further Evidence of Affect as a Decision System of the Present
(2014)
Coauthor(s): Hannah Chang, Michel Tuan Pham
States of Uncertainty Increase the Reliance on Affect in Decisions
(2014)
Coauthor(s): Michel Tuan Pham
The Lure of Larger Assortments in Feeling-based Decisions
(2014)
Coauthor(s): Aylin Aydinli, Yangjie Gu, Michel Tuan Pham