Dr. Franklin Shaddy

Biography

Assistant Professor Franklin Shaddy is interested in understanding how consumers form judgments and make decisions in the marketplace. His current research examines goals and motivation, psychology of bundling, perceptions of fairness, and the causes and consequences of consumer impatience. For instance, one project investigates whether people perceive raising prices as unfair, yet spending time in line is acceptable. Shaddy's findings indicate that time is valued differently from money; people often prefer first-come, first-served policies when it comes to waiting in lines. His research also tackles how consumers often resist paying for the means necessary to achieve their goals, leading to potentially irrational decision-making. Shaddy has experience as a management consultant at PricewaterhouseCoopers and currently teaches Marketing Management in the full-time MBA program at UCLA Anderson. In his free time, he enjoys visiting breweries, hiking with his Australian Shepherd, and rooting for the Michigan Wolverines.

Research Interests