Assistant Professor of Marketing
Professor Ratchford is an expert in consumer and managerial decision making and biases. He joined the Vanderbilt Owen Graduate School of Management after completing his Ph.D. in marketing at the Leeds School of Business at the University of Colorado in Boulder, where he taught marketing research and consumer behavior and was awarded the Gerald Hart Research Fellowship and the University Fellowship.
Dr. Ratchford's research primary involves the application of behavioral decision theory and game theory to a range of marketing problems, including strategic alliances between firms, consumer perceptions of price fairness, new technology adoption, and product choice. Professor Ratchford's research has been published in The Economic Journal, Marketing Letters, the Journal of Business Research, Advances in Consumer Research, and the Sawtooth Software Conference Proceedings, and he has presented his work at several major conferences, including the Association for Consumer Research Conference and INFORMS Marketing Science Conference. In 2006, he was honored with the Best Paper Award at the American Marketing Association Winter Educators Conference. He is an AMA-Sheth Doctoral Consortium Fellow, and serves as a referee for several academic journals.
Earlier in his career, Professor Ratchford served in various strategic telecommunication network analyst roles for ATX Telecommunications, Boat America Corporation, Teligent, Inc., and PacifiCorp. He also served as Director of Industry Affairs for the Wireless Communications Association International in Washington, D.C.
Professor Ratchford is affiliated with several professional organizations, including the American Marketing Association, Association for Consumer Research, Society for Consumer Psychology and INFORMS, and is a member of the professional business fraternity Alpha Kappa Psi.
B.A., Virginia Polytechnic Institute, 1994
M.B.A., Rochester, 2004
Ph.D., Colorado, 2010
Economic and psychological models of managerial and consumer decisions in marketing; coalitions in marketing channels; communication in marketing networks; perceptions of price fairness; choice accuracy and choice deferral
Area(s) of Expertise:
Marketing channels, decision making and choice, market management and strategy