Anocha Aribarg

Anocha Aribarg is a Professor of Marketing and Area Chair of Marketing at the Ross School of Business, University of Michigan, with additional faculty affiliation at the Center for Southeast Asian Studies (CSEAS). Her interdisciplinary research bridges psychological theory, consumer behavior, and advanced statistical modeling to address complex marketing challenges.

Education:

• PhD in Marketing, University of Wisconsin, 2004
• MBA, University of Wisconsin-Milwaukee, 1998
• BS in Statistics, Chulalongkorn University, Thailand, 1994

Research Focus: Prof. Aribarg investigates cognitive processes in consumer decision-making, specializing in individual/joint choice dynamics, product search behaviors, and responses to marketing stimuli. Her methodology integrates Bayesian econometrics with physiological measures (eye tracking, skin conductance) and multi-method experimental designs to uncover hidden decision mechanisms.

Publication Trends: Her 14 recent publications (2009-2024) reveal consistent innovation in choice modeling, with increasing emphasis on attention dynamics (2020), moral psychology in aesthetics (2022), and high-frequency service data integration (2023). Work appears predominantly in Marketing Science Journal of Marketing Research, and Psychological Science, demonstrating methodological rigor across consumer behavior, advertising, and service contexts.

Academic Service: She serves as Associate Editor for Marketing Science, Journal of Marketing, and Journal of Marketing Research, while contributing to the Journal of Retailing editorial board.

Teaching: Prof. Aribarg delivers graduate-level courses in Marketing Research and Analytics and Predictive Analytics at Ross, emphasizing data-driven decision frameworks.