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 current research examines the psychology of bundling, how consumers resolve tradeoffs, perceptions of fairness, and the causes and consequences of impatience. He teaches Marketing Management (core) in the full-time MBA program and won the Dean George W. Robbins Assistant Professor Teaching Award in 2020.

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 an advisory associate at PricewaterhouseCoopers and before that an investment banking analyst at JPMorgan Chase & Co.