Research Area:
Consumer Science

Prof. Michel Wedel received his PhD in Marketing from the University of Wageningen in the Netherlands in 1990. He then joined the Department of Economics in the University of Groningen as a Professor of Marketing Research and Market Structure Analysis. In 2002, he moved to the University of Michigan as the Dwight F. Benton Chaired Professor of Marketing until 2006. He is currently the PepsiCo Chaired Professor of Consumer Science and the Distinguished University Professor of Marketing at the University of Maryland.

Prof. Wedel’s main research interest is in Consumer Science: the application of statistical and econometric methods to further the understanding of consumer behavior and to improve marketing decision making. Much of his recent work has measured the effectiveness of visual marketing using eye-tracking technology. He is the Area Editor of Journal of Marketing, Journal of Marketing Research and Marketing Science.

Prof. Wedel received the Dr Hendrik Muller Prize for Behavioral and Social Sciences from the Royal Netherlands Academy for the Sciences in 2005. He is the recipient of the Gil Churchill Award, the Charles Coolidge Parlin Marketing Research Award, the Irwin-McGraw-Hill Distinguished Marketing Educator Award, the Robert J. Lavidge Global Marketing Research Award and the Paul D. Converse Award, all from the American Marketing Association, in 2008, 2016, 2019 and 2020 respectively. He is also awarded the 2019 Buck Weaver Award by the Institute for Operations Research and the Management Sciences (INFORMS) Society for Marketing Science. He was elected a Fellow of the American Statistical Association in 2011, the INFORMS Society for Marketing Science in 2012, and the American Marketing Association in 2018. He has also been an elected US Correspondent of the Royal Netherlands Academy of Arts and Sciences since 2006.