Katherine Burson: Associate Professor of Marketing at Stephen M. Ross School of Business,University of Michigan

My NativeAdVantage:


My research investigates the basic psychology of how people make decisions—a research area that serves as the foundation for many fields. I focus on two specific areas: social comparison and judgments of quantities. My work advances our understanding of why people make judgmental errors, how those errors influence behavior, and their limits.My work has shown that these errors bias consumption, but are also so fundamental that they contribute directly to the more general psychology underlying consumption. The wide applicability of my research interests is reflected in the diversity of my publication outlets (e.g., Journal of Consumer Research, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Management Science, Psychological Science, and Journal of Personality and Social Psychology).

What do you do best?

 I am pretty good at seeing the bigger picture. I don’t get stuck in one paradigm.

What makes you the best?

I’m realistic. I know where my talents end and where I need the talents of others.

How will you stay the best?

I will keep trying new things.

What are your aspirations?

Personal: I would like to become more self –sufficient.

Business: I hope to be a good mentor.

What fascinates you?


Favorite Motto:

“Not my circus, not my monkeys.”

Favorite People:

Jon Stewart, my co-author Richard Larrick at Duke, Jackson Galaxy.

Favorite Places:

Northern California, Wales, my farm

Favorite Products:

La Pavoni espresso machine, Schleese saddle, Yoana Baraschi dress

Current Passions:

“nudging” consumers in better directions, sourdough bread, farming