Tom Meyvis

Biography

Tom Meyvis is a Professor of Marketing and Peter Drucker Faculty Fellow at the Stern School of Business, New York University. He received his Ph.D. in Marketing from the University of Florida and his Licentiaat in Experimental Psychology from the Catholic University of Leuven, Belgium.

His research and teaching interests focus on consumer behavior, specifically consumer decision making and strategies to increase consumer enjoyment. His research has been published in leading journals, including the Journal of Consumer Research, Journal of Marketing Research, Psychological Science, and Organizational Behavior and Human Decision Processes.

Previous research projects have studied branding issues (such as consumers' evaluations of brand extensions and the effect of irrelevant product information), pricing issues (such as the biased processing of store price comparisons and the role of anticipated regret in purchase timing decisions), and the marketing of hedonic experiences (such as the effect of commercial interruptions on the enjoyment of television shows). Current research projects focus on issues related to consumers' enjoyment: how consumers predict their enjoyment (and why they are often not very good at this) and how consumers can structure their experiences to maximize their enjoyment.

Research Interests

• Branding
• Consumer Decision Making
• Managing Consumer Experiences
• Pricing

Courses Taught

• Behavioral Economics and the Science of Decision Making
• Consumer Behavior
• Design and Analysis of Experiments

Academic Background

Ph.D., Marketing, 2001
University of Florida

Licentiaat, Experimental Psychology, 1996
Catholic University, Leuven Belgium

Kandidaat, Sociology, 1994
Catholic University, Leuven Belgium

Kandidaat, Psychology, 1993
Catholic University, Leuven Belgium