Associate Professor Brian Gibbs is Principal Fellow in Marketing and Behavioural
Science at Melbourne Business School, University of Melbourne, Australia. He holds a
Ph.D. in Behavioral Science and Marketing from the Graduate School of Business at the
University of Chicago. He came to Melbourne with over a decade of experience as a
professor at American business schools: eight years in the Graduate School of Business at
Stanford University, four years in the Owen Graduate School of Management at Vanderbilt
University, and a visiting year in the Sloan School of Management at MIT.
Brian’s research focuses primarily on consumer behavior and behavioral decision making.
He is particularly interested in how consumers’ tastes and preferences are formed and
change, in how they can be managed by marketing and public policy interventions, and in
how they can be self-managed by consumers themselves. His research has appeared in
journals such as Journal of Consumer Psychology, Journal of Behavioral Decision Making,
Journal of Service Research, Marketing Letters, Journal of Experimental Psychology, and
Cognitive Psychology. He has presented his research in seminars at Harvard, UCLA, Duke,
Cornell, Columbia, London Business School, UC Berkeley, Auckland, Toronto, University
College Dublin, Oxford, and many other universities in Australasia, North America, and
Europe.
At MBS, Brian teaches consumer behaviour. Elsewhere, he has developed and taught
Masters-level classes on marketing management and marketing strategy, as well as a
doctoral class on behavioral decision making and an MBA workshop called Consumer
Psychology and How to Influence It.
Brian consults to both corporate and legal clients on matters relating to marketing,
consumer psychology, and the decision making of consumers and managers. He has done work
for companies such as TDK Electronics, Applied Research Associates, Roadrunner Records,
and BP Biofuels, and he has been retained as a marketing and behavioral science expert in
the English High Court of Justice and in the Federal Court of Australia. Brian runs an
executive development workshop called Consumer Behavior Insights and Opportunities.
