Biography
Prior to joining Freeman, Professor Ratchford spent eight years at the Owen Graduate School of Business at Vanderbilt University where he taught graduate-level courses in Marketing Strategy, New Product Development, and Marketing Channels. His research broadly focuses on how "boundedly rational" managers and consumers form judgments and make decisions. Research domains include inter-firm strategic alliance formation, financial investment decisions, choice deferral (the decision not to choose), asking for money, and new technology adoption.
Courses
Marketing Management (MKTG6020)
Marketing Fundamentals (MKTG3010)
Social and Online Marketing (MKTG4250)
Research
- You Need to Recognise Ambiguity to Avoid It
- Development and Validation of the Technology Adoption Propensity (TAP) Index
- Premature Infatuation and Commitment in Individual Investing Decisions
- Perceptions of Price (Un)fairness in a Channel Context
- A Cross-category Analysis of Dispositional Drivers of Technology Adoption
Education & Affiliations
PhD in Marketing, Leeds School of Business, University of Colorado at Boulder
MBA, Simon School of Business, University of Rochester
BA in Economics, Virginia Tech University