Aleksandra Kovacheva

Aleksandra Kovacheva is an Assistant Professor of Marketing at University at Albany's Massry School of Business. She holds a PhD in Marketing from University of Pittsburgh (2017).

Research examines:

• Consumer response to uncertainty tactics (mystery products, teaser ads)
• Asymmetric control in group decision-making
• Gender-based consumption patterns
• Shopper attention tracking

Published in Journal of Consumer Psychology and Journal of Retailing. Develops experiential-learning courses in marketing analytics. Former market analyst at Nielsen with applied industry experience in advertising and theater management.