Derek Rucker

Dr. Derek Rucker holds the Sandy & Morton Goldman Professorship of

Entrepreneurial Studies in Marketing at the Kellogg School of Management.

Trained as a social psychologist, he focuses broadly on consumer behavior

with an emphasis on advertising, persuasion, social hierarchy, and compensatory

consumption. He explores questions related to what makes for effective

advertising and what motives underlie consumer consumption. He

has contributed to more than 130 academic publications including leading

journals such as the Journal of Consumer Research, the Journal of Marketing

Research, the Journal of Marketing, and the Journal of Consumer Psychology.

His research has been covered in major media outlets such as the New York

Times, Time magazine, and ABC News.

Dr. Rucker currently teaches advertising strategy at Kellogg. The course

focuses on basic psychological principles to better understand how to plan

and execute successful advertising. A central aspect of his course is the writing,

evaluation, and revision of creative briefs. His students have gone on

to do impressive brief work for brands such as Mattel, Old Spice, Unilever,

and Tyson. In recognition of his commitment to teaching excellence Dr.

Rucker has won both the Sidney Levy Teaching Award and the Top Elective

Professor Award. In addition to his work in the classroom, Dr. Rucker is

a co-instructor of the annual Kellogg Super Bowl Advertising Review.