Joe Alba and Yanmei Zheng

What does marketing have to do with ill-advised consumer behavior?

A new study from James W. Walter Eminent Scholar Joe Alba and Yanmei Zheng (Ph.D. ’16) in the Journal of Marketing explores the oft-neglected biological perspective on consumer behavior, with the ultimate goal of improving human welfare. The biological domains the research team tap are neuroscience and genetics, each of which is on an explosive research trajectory and producing discoveries that will be impossible to ignore. The degree to which these discoveries enhance human welfare hinges on their acceptance by a variety of marketing stakeholders.

Read more about Alba and Zheng’s research in this story from the American Marketing Association