Eric A. Greenleaf

Eric A. Greenleaf is a Professor of Marketing at New York University's Leonard N. Stern School of Business, where he has been a faculty member since 1988. He teaches undergraduate and MBA courses in Introduction to Marketing, Market Research, New Product Development, and Pricing Strategies, as well as doctoral seminars on Pricing Theory and Response and Context Effects in Surveys.

Education:

• Ph.D. in Marketing, Columbia University, 1986
• M.B.A., Columbia University, 1981
• B.S. in Town Planning and Design, University of New Hampshire, 1977 (Summa Cum Laude)

Professor Greenleaf's research centers on consumer behavior in pricing, auctions, and marketing research. His work explores how consumers react to prices, the economics of auctions (particularly in art markets), the application of neuroscience in marketing, aesthetic responses to products, and methodological issues in survey research. He has published in leading journals such as Journal of Consumer Research, Marketing Science, Management Science, and Public Opinion Quarterly.

The analysis of his recent publications reveals a consistent focus on behavioral aspects of pricing and auctions, with increasing integration of neuroscience and psychological mechanisms. His work spans experimental design, field studies, and theoretical modeling, often bridging marketing with economics and psychology. Key themes include partitioned pricing, bidding behavior, regret and rejoicing in auctions, and context effects in consumer judgment.

Scientific Awards and Honors:

• Winner, Marketing Science Institute Behavioral Pricing Competition Grant (2004)
• Winner, MSI Pricing Strategy Competition Research Grant (1994)
• Nominated for Paul E. Green Award, Journal of Marketing Research (1998)
• Beta Gamma Sigma Honor Society
• Phi Beta Kappa Honor Society
• Summa Cum Laude, University of New Hampshire

Professor Greenleaf has received significant research funding, including a large NIH grant (2009) with colleagues in Psychology and Marketing to study public service ads using neuroscience methods. He has advised on school enrollment forecasting in Manhattan. He has held visiting positions at Columbia University, Wharton, and the Haas School of Business. He has not advised any named students in the provided texts, but his long tenure suggests mentorship of numerous doctoral candidates. He is actively engaged in research and teaching, with no indication of retirement or part-time status.