Franklin Shaddy

Franklin Shaddy is an Assistant Professor of Marketing and Behavioral Decision Making at the UCLA Anderson School of Management. He joined the institution in 2018 after completing his Ph.D. at the University of Chicago Booth School of Business. At UCLA Anderson, he teaches Marketing Management in both full-time and part-time MBA programs, for which he received the Dean George W. Robbins Assistant Professor Teaching Award in 2020.

Shaddy's educational background includes a Ph.D. in Marketing from the University of Chicago Booth School of Business (2018), an M.A. in Quantitative Methods in the Social Sciences from Columbia University (2013), and a BBA in Finance with high distinction from the University of Michigan (2009). Before pursuing his academic career, he worked as a management consultant at PricewaterhouseCoopers and as an investment banking analyst at JPMorgan Chase & Co.

Professor Shaddy's research focuses on understanding how consumers form judgments and make decisions in the marketplace, with particular emphasis on fairness perceptions, goals and motivation, the psychology of bundling, and consumer impatience. His work investigates why people consider certain pricing practices fair while others seem unjust, how consumers value goals versus the means to achieve them, and why people are willing to wait for things they truly desire. This research has important implications for marketing strategy, pricing decisions, and consumer welfare.

Analysis of Professor Shaddy's recent publications reveals a consistent focus on the psychological mechanisms behind consumer fairness judgments and decision-making processes. His work bridges marketing theory with practical business applications, particularly in pricing strategies, resource allocation mechanisms, and consumer response to different marketing tactics. The research demonstrates how seemingly rational economic principles can conflict with consumers' intuitive sense of fairness, leading to unexpected market outcomes.

• Hillel Einhorn New Investigator Award, Society for Judgment and Decision Making (2023)
• Best Paper Award, SCP Boutique: Numerical Markers Conference (2021)
• Dean George W. Robbins Assistant Professor Teaching Award (2020)
• Eric and "E" Juline Faculty Excellence in Research Award (2022)
• Named Best 40-Under-40 MBA Professor by Poets&Quants (2023)

Professor Shaddy is actively involved in teaching and mentoring MBA students at UCLA Anderson. His research has been published in top-tier journals including the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Journal of Personality and Social Psychology. He is affiliated with the Anderson Behavioral Lab, which supports research in consumer behavior and decision making. His work has practical implications for businesses seeking to design fairer pricing strategies and marketing approaches that align with consumer psychology.