Brian Gibbs is Associate Professor of 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 leading 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,
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.
