Faculty staff profile

Brian Gibbs

PhD (Chicago) MA, BSc (British Columbia)
Associate Professor - Marketing and Behavioural Science


Brian Gibbs teaches and does research primarily within the fields of consumer behaviour and behaioural decision making. He is particularly interested in the psychology of utility, and in how tastes and preferences can be strategically managed by the self and others.

Brian has developed and taught MBA-level courses on consumer behaviour, marketing management and marketing strategy, an undergraduate course on marketing, and a PhD course on behavioural decision making. He has published in leading journals in his field, and has given invited research seminars at Harvard University, Cornell University, Columbia University, UC Berkeley, UCLA, Duke University, University of New South Wales, University of Auckland, University of Toronto, University College Dublin, University of Oxford and many others.

Before joining MBS, Brian gained 13 years experience as a faculty member at leading American business schools. He was an Assistant Professor of Marketing and Behavioural Science in the Graduate School of Business at Stanford University, and Associate Professor of Management and Behavioural Science in the Owen Graduate School of Management at Vanderbilt University. In addition, he served as Visiting Associate Professor of Management Science at the Sloan School of Management at MIT.

Brian has acted as an expert witness on legal matters relating to decision making, psychology, and marketing in the English High Court of Justice and in the Australian justice system, and has done consulting work on behalf of clients such as TDK Electronics, Applied Research Associates and Roadrunner records.