Annetta Grant

Professor Annetta Grant is a faculty member in the Department of Markets, Innovation & Design at the Freeman College of Management, Bucknell University. She has been recognized as one of the "50 Best Undergraduate Business School Professors of 2024" by Poets&Quants for Undergrads for her impactful teaching and research in consumer behavior.

Her research program centers on understanding the cultural and social drivers of consumer behavior, particularly in the context of home renovations. Through ethnographic interviews, Grant discovered that homeowners experience growing unease with their home interiors due to the pervasive influence of home improvement media (e.g., HGTV shows like "Fixer Upper" and "Love It or List It") and the fear of social judgment. This cultural shift has transformed the residential real estate market, with buyers increasingly preferring move-in ready homes. The COVID-19 pandemic further intensified these dynamics as remote work and virtual meetings exposed more people to the interiors of others' homes, accelerating renovation trends.

Grant's work extends to examining the "cultural imperative" that motivates spending on home upgrades even when existing products are functional, contrasting these behaviors with observations from Central and South America where obsolescence is perceived differently. Her research underscores the importance of cultural context in shaping consumption practices and informs strategic marketing perspectives.

Her notable recognition includes:

• 50 Best Undergraduate Business School Professors of 2024 (Poets&Quants for Undergrads)

In the classroom, Professor Grant leverages Bucknell's low student-to-faculty ratio to foster close mentorship and develop students' critical thinking skills. She emphasizes questioning taken-for-granted assumptions about consumer behavior and markets, aiming to inspire innovative approaches to business challenges.