Klaus Wertenbroch

Klaus Wertenbroch is the Novartis Chaired Professor of Management and the Environment and Professor of Marketing at INSEAD. He is the launching editor-in-chief of the European Marketing Academy’s (EMAC) Journal of Marketing Behavior and directs the INSEAD Strategic Marketing Programme.

Klaus is an expert in behavioural economics and consumer decision-making, strategic brand management, and pricing. He has taught these topics in undergraduate, MBA, PhD, and executive education programmes in the U.S., Europe, and Asia and has worked with clients including Allianz, Booz Allen Hamilton, Cemex, Citigroup, ExxonMobil, Ferrero, GfK, IBM, Indian Railways, Lafarge, LG, L'Oreal, Mediamarkt/Saturn, Metro, Nissan, Petronas, Philip Morris, and Starwood Hotels.

He holds a PhD and an MBA from the University of Chicago, where he studied at the Center for Decision Research, and an M.Sc. (Diploma) in Psychology from the Darmstadt University of Technology in Germany. At INSEAD, he has been based in both Singapore and Fontainebleau and has served as the director of what is now the INSEAD-Sorbonne Université Behavioural Lab in Paris. Before joining INSEAD, he was a faculty member at Duke University and then at Yale University. Klaus also held appointments as Visiting Professor of Marketing at the University of California, Berkeley, in 2009 and at The Wharton School of the University of Pennsylvania from 2010 to 2013, where he was also the Judith C. and William G. Bollinger Visiting Professor.

His research focuses on behavioural economics and its strategic marketing and public policy implications. He is an expert on consumer self-control problems, with a focus on overconsumption, overspending, and consumer debt, and has contributed to financial education initiatives by the public and the private sector (e.g., Citigroup, Friedrich-Ebert-Foundation, German Institute for Economic Research/DIW, OECD, U.S. Treasury Department). His research has appeared in leading scientific journals such as the Journal of Consumer ResearchJournal of Marketing ResearchMarketing Science, and Psychological Science. His work was featured by the Financial TimesSloan Management Review, and Harvard Business Review and has received international newspaper, radio, and TV coverage by various media outlets including BBC Radio, Le Figaro, National Public Radio, Nightly Business ReportPsychology TodayTagesspiegel, The Economist.com, and U.S. Industry Today. His research won the 1995 American Marketing Association Dissertation Award and the 2005 O'Dell Award, the most prestigious annual award in marketing, for the Journal of Marketing Research article that has made the most significant long-term contribution to marketing over the previous five years. He was a finalist for the 2006 and 2009 Journal of Consumer Research Best Article Awards. Klaus was an Associate Editor of the Journal of Consumer Psychology and has been serving on the editorial boards of the Journal of Consumer Research and the Journal of Marketing Research, among others, for many years.

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