Maximilian Gaerth
Assistant Professor of Marketing Emory University, Goizueta Business School
- Atlanta GA
Emory University, Goizueta Business School
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Biography
Maximilian Gaerth is an assistant professor of marketing at Emory University’s Goizueta Business School. Prior to joining Emory, he was a postdoctoral researcher and lecturer in marketing at The Wharton School of the University of Pennsylvania. Max earned his PhD in marketing from the University of Mannheim and was a visiting scholar at the Yale School of Management.
His research examines the interpretation, measurement, and consequences of expressions through the lens of consumer and firm behavior. Max is particularly interested in questions such as: How are consumers influenced by the extent to which a product or service is perceived to express a firm’s identity? How can new technologies change the way consumers express their preferences —and how can these technologies give marketers deeper insights into those preferences? How do characteristics of observed signals impact individuals’ judgments and decision-making processes?
His research examines the interpretation, measurement, and consequences of expressions through the lens of consumer and firm behavior. Max is particularly interested in questions such as: How are consumers influenced by the extent to which a product or service is perceived to express a firm’s identity? How can new technologies change the way consumers express their preferences —and how can these technologies give marketers deeper insights into those preferences? How do characteristics of observed signals impact individuals’ judgments and decision-making processes?
