Michel Tuan Pham

Michel Tuan Pham is the Kravis Professor of Business in Marketing at Columbia Business School, where he has been since 1994. He serves as Chair of the Marketing Division and Research Director of the Center for Global Brand Leadership. His expertise spans consumer behavior, branding, decision-making psychology, and marketing strategy. Pham holds a Licentiate in Applied Economics from the Catholic University of Louvain-Mons (Belgium), and M.A. and Ph.D. in Business Administration/Marketing from the University of Florida.

His research focuses on the role of emotions in consumer judgments and decisions, with over 50 publications in top journals like Journal of Consumer Research and Psychological Science. He founded the Columbia RED Lab (Research on Emotion and Decisions) and has held visiting professorships at institutions such as the University of Chicago and Hong Kong University of Science and Technology.

Pham teaches across all Columbia programs, including MBA, EMBA, PhD, and Executive Education. His courses cover strategic consumer insights, marketing strategy, and experimental design. He is also a sought-after consultant for global brands like adidas, Coca-Cola, and Gucci, advising on branding and consumer psychology.

His awards include Fellow and Past President of the Society for Consumer Psychology, and recognition for groundbreaking research such as the 2023 JCR Best Article Award. His work frequently explores how emotions shape consumer experiences, brand loyalty, and market dynamics.