Research Agenda

This research agenda, “Marketing Toward Social Progress,” advances the United Nations’ mission of increasing opportunities for people of all backgrounds (learn more about the United Nation' 17 sustainability goals here). It provides theoretical and practical support for consumers, academics, businesses, and society by focusing on two key areas. First, it shows how an individual’s economic and societal-standing background shapes their decision-making. Second, it shows how overconfidence in social-economic systems can lead to suboptimal decisions.