Skip to main content

About Brian J. Gibbs

Brian J. Gibbs is principal of Behavioural Science Insights, Belgrave, Australia, and 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 behaviour and behavioural 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 behavioural decision making and an MBA workshop called Consumer Psychology and How to Influence It.
Brian consults to corporate, academic, governmental, 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 behavioural science expert in the English High Court of Justice and in the Federal Court of Australia. Brian runs customised executive development workshops on consumer behaviour insights and opportunities.


Present Principal Fellow in Marketing and Behavioural Science, Melbourne Business School


Enter a valid date range.

Enter a valid date range.

Contact Information


No Subject Area (11)