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Miguel Brendl is a Full Professor of Marketing at the University of Basel. He previously held the position of Associate Professor of Marketing with tenure at Northwestern University’s Kellogg School of Management and was also an Associate Professor of Marketing at INSEAD. With a doctoral degree in psychology from Columbia University, Brendl's academic journey began in psychology and business administration at the University of Mannheim. His research explores the origins of psychological utility and how people form preferences in their choice options. Key areas of focus include understanding the role motivation plays in influencing behavior, the impact of anticipatory pleasure, and techniques for reversing negative emotional brand associations. His prior research contributions include examining the uncontrollable influences on preferences and developing implicit measures that shed light on consumer behavior, including buying decisions and brand preferences.
University of Basel • Basel, Switzerland
Teaching and conducting research in marketing.
Northwestern University, Kellogg School of Management • Illinois, USA
Tenured position with responsibilities in both marketing and psychology departments.
INSEAD • France
Teaching and research in marketing.
The University of Basel generally requires C1 level proficiency in the language of instruction. For most English-taught Masters, TOEFL (min 92-95) or IELTS (min 7.0) is the standard.