Funded Phd Research

Edward Chang

How Does Diversity Affect Consumer Perceptions of Products?

Operations, Information, and Decisions Department; Faculty Adviser: Katherine Milkman

In this project, we aim to help retailers understand how the diversity of the teams or companies behind products affects consumer perceptions of those products. More practically, when is it beneficial for retailers to advertise the diversity of the teams behind their products? And how much diversity should retailers aim to achieve on their product teams? Answers to these questions should provide practical advice to retailers to help them best advertise their products and increase consumer perceptions of quality, creativity, and value.