Justin Cohen

Justin Cohen is an Associate Professor and Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science, affiliated with the University of South Australia's Business School, Department of Marketing. He is a leading expert in marketing within emerging markets, particularly China, with a focus on route-to-market strategies, retailing, online advertising, and wine & food marketing. His research is highly applied, aiming to solve real-world marketing challenges in data-scarce environments.

His research interests span Marketing Science, Emerging Markets, China Consumer Behavior, Wine and Food Marketing, Consumer Behavior, and Brand Management. He investigates how consumers make decisions in complex cultural and retail contexts, with a strong emphasis on wine consumption in China. His work often employs advanced methodologies such as discrete choice experiments and mental availability frameworks.

The trends in his recent publications (2019–2023) show a deep and sustained focus on the Chinese wine market, examining topics like country-of-origin perception, consumer involvement, media effectiveness, and the impact of cultural values on choice. He also explores broader marketing phenomena such as co-operative advertising, DTC retail models, nutrition labeling, and radio ad effectiveness. His research consistently bridges academic rigor with practical application for industry clients.

Justin Cohen collaborates extensively with a core group of researchers, including Armando Corsi, Larry Lockshin, Johan Bruwer, and Carmel Driesener, indicating a strong research network in wine and consumer marketing. His work is published in leading journals such as Psychology & Marketing, Food Quality and Preference, and International Journal of Hospitality Management.

While no formal scientific awards or grant funding are mentioned in the text, his prolific publication record and senior role at a world-renowned marketing research institute attest to his significant contributions to the field. He has not listed any students, but his senior position suggests he likely supervises or mentors junior researchers and PhD candidates.

His research is conducted within the collaborative environment of the Ehrenberg-Bass Institute, the world’s largest center for marketing science research. The Institute focuses on evidence-based marketing and works with global brands to develop growth strategies, providing a rich ecosystem for applied research and industry engagement.