Marketing and Behavioral Decision Making
UCLA Anderson School of Management
110 Westwood Plaza
Los Angeles, CA 90095 USA
franklin [at] anderson.ucla.edu
Franklin studies judgment and decision making in the marketplace, with an additional emphasis on goals and motivation. His research examines the psychology of bundling, how consumers resolve trade-offs, perceptions of fairness, and the causes and consequences of impatience. Franklin teaches Marketing Management (core) in the full- and part-time MBA programs. He received the Dean George W. Robbins Assistant Professor Teaching Award in 2020, the Eric and “E” Juline Faculty Excellence in Research Award in 2022, and was named a Best “40-Under-40” Business School Professor by Poets&Quants in 2023.
Franklin holds a Ph.D. from The University of Chicago Booth School of Business, an M.A. from Columbia University, and a B.B.A. from the University of Michigan. He was previously a management consultant at PwC Advisory Services and before that an investment banking analyst at JPMorgan Chase & Co.