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Anocha Aribarg

Anocha Aribarg

Associate Professor of Marketing



PHD, University Of Wisconsin
MBA, University Of Wisconsin
BS, Chulalongkorn University

My research focuses on developing econometric and statistical models to study challenging marketing problems that are of practical relevance. My research is interdisciplinary in that the development of my quantitative models is guided by theories from consumer behavior, psychology, and sociology. For instance, some of my work uses theories from psychology to inform how a multiattribute-utility model could be augmented to capture the intricacy in consumers’ decision processes. By developing econometric and statistical models that better capture consumers’ decision patterns at the individual level, I provide marketing practitioners with new modeling frameworks that offer fresh insights into and predictive capability for important marketing issues such as product portfolio management, promotions, and advertising.


Anocha Aribarg
Stephen M. Ross School of Business
University of Michigan
701 Tappan St.
Ann Arbor, MI 48109-1234

Office Location: R5478

Phone: (734) 763-0599
E-Mail: anocha@umich.edu
Personal Site



Working Papers | Faculty Vita
Marketing Web Site