Franklin Shaddy

Assistant Professor
Marketing and Behavioral Decision Making
UCLA Anderson School of Management
110 Westwood Plaza
Los Angeles, CA 90095 USA

franklin [at]

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 ā€œEā€ Juline Faculty Excellence in Research Award in 2022, and was named a Best ā€œ40-Under-40ā€ 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.