Liz Friedman is a Doctoral Candidate in Marketing at the Yale School of Management. She researches consumer decision making, focusing primarily on the comparisons consumers make during purchase decisions. Her research explores how marketing activities, such as advertising communications, website displays, or pricing structures, can influence the considerations that consumers bring to mind and what they choose to purchase as a result. Secondarily, she examines how consumers’ goals can have surprising effects on their choices. Prior to entering academia, Liz worked as a management consultant first at the New England Consulting Group and later at Monitor Group (now Monitor Deloitte). She received her B.A. in Philosophy, Politics and Economics with a concentration in Choice and Behavior from the University of Pennsylvania.
Hosts Americus Reed and Barbara Kahn are joined by Ryan Fisher (Partner, Consumer and Retail Practice, A.T. Kearney), Liz Friedman (Doctoral Candidate in Marketing, Yale School of Management), and Lauren Calmas (Chief Marketing Officer, Troverie) on the Wednesday, November 28, 2018 edition of Marketing Matters.