Franklin Shaddy

Franklin Shaddy is an Assistant Professor of Marketing and Behavioral Decision Making at the University of California, Los Angeles, Anderson School of Management. His research focuses on how consumers form judgments and make decisions in the marketplace, with current interests including goals and motivation, the psychology of bundling, perceptions of fairness, and consumer impatience. Shaddy’s work explores topics such as the fairness of price increases versus time spent in line and how people value goals over the means to achieve them. He teaches Marketing Management in the full-time MBA program at UCLA Anderson. Prior to his academic career, he worked as a management consultant at PricewaterhouseCoopers. His research has been published in leading journals such as the Journal of Consumer Psychology, Psychological Science, and the Journal of Marketing.

Franklin Shaddy is a researcher at the UCLA Anderson School of Management, focusing on marketing, consumer behavior, consumer psychology, and judgment and decision making. His work explores how consumers make decisions, particularly in the context of fairness, time, and resource allocation. Shaddy's research examines the psychological and behavioral factors that influence consumer choices, including the impact of pricing strategies, bundling, and fairness perceptions. His studies often highlight the interplay between consumer preferences and societal norms, shedding light on how individuals balance personal goals with collective fairness. Through empirical investigations, Shaddy contributes to understanding the complexities of consumer decision-making processes.