Keith Wilcox

Keith Wilcox has a remarkable ability to inspire those around him to look at the complexities of consumer behavior and decision-making in fresh ways. As a Professor and the Macy’s Foundation Professor in the Marketing Department at Mays Business School, he brings a deep well of knowledge and practical experience to his teaching and research. His own academic path is built on a solid foundation, beginning with undergraduate and MBA degrees earned at the City University of New York, Baruch College, before pursuing and completing his Ph.D. at the University of California, Berkeley.

Professor Wilcox's research ventures into the compelling areas of consumer behavior, with a particular focus on the dynamics of self-control and how our emotions shape the judgments we make. His significant contributions to the field haven't gone unnoticed; his work has been featured in prominent academic journals and has garnered numerous awards. His insights into the profound impact of feelings on decision-making have not only enriched academic understanding but also provided valuable, actionable implications for both marketers and businesses navigating the real world.

Adding another dimension to his expertise, Keith Wilcox also possesses a rich history in the industry. He previously worked as an advertising account executive and has served as a marketing consultant. His experience includes consulting for Alvarez & Marsal, where he applied his specialized knowledge to tackle intricate marketing challenges. This valuable blend of rigorous academic inquiry and hands-on industry experience allows him to offer a truly unique perspective to his students, effectively bridging the gap between theoretical concepts and practical application.

Within the vibrant environment of Mays Business School, Professor Wilcox is deeply committed to cultivating a dynamic space for learning. He actively encourages students to explore ideas freely and to question conventional wisdom. His dedication to both education and groundbreaking research continues to serve as an inspiration for the next generation of marketing professionals and business leaders, leaving a lasting and positive mark on the entire field of marketing.