Keith Wilcox

Professor of Marketing
Macy’s Foundation Professor


Keith Wilcox is the Macy’s Foundation Professor in the marketing department at the Mays Business School. He holds an undergraduate degree in Finance from the City University of New York, Baruch College, an MBA from the University of California, Berkeley, and a PhD from the City University of New York, Baruch College.


Dr. Wilcox’s research examines consumer behavior and decision-making, with a specific focus on self-control and how feelings influence judgment. His research seeks to find ways to help consumers make better decisions related to their eating and spending behavior. He is also interested in understanding the factors that lead consumers to purchase counterfeit and genuine luxury brands. His research has been published in several leading academic journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Personality and Social Psychology. He currently serves as an Associate Editor of Journal of Consumer Research. He is also a member of the Editorial Boards of Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and International Journal of Research in Marketing. His research has received the Best Paper Award at the La Londe Conference and at the Marketing and Public Policy Conference. He was also honored with the Citations of Excellence Award from Emerald Publishing which recognizes highly cited papers in the areas of Business Management, Finance, Accounting, Economics and Marketing. He has been selected for the 2019 Scholars Program and 2013 Young Scholars Program by the Marketing Science Institute, which were established to bring together leading mid-career and early-career marketing scholars. His research has been featured in several national and international publications including, The New York Times, Time Magazine, The Globe and Mail, Business + Strategy, and Psychology Today.


Dr. Wilcox’s industry experience includes several years working as an advertising account executive and as a marketing consultant. His clients have included American Express, Virgin Atlantic Airways and the government of Chile. After 9/11, he worked as a marketing consultant for a small business loan program, launched by Seedco and the Lower Manhattan Development Corporation, designed to help small businesses that were financially impacted by the loss of the World Trade Center. He also worked as a consultant for Alvarez & Marsal, which is a leading turnaround management and performance management consulting firm.