Patty & Jay H. Baker Professor of Marketing, The Wharton School
Barbara is Patty and Jay H. Baker Professor of Marketing at The Wharton School at the University of Pennsylvania. She served two terms as the Director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton in 2011, Barbara served as the Dean and Schein Professor of Marketing at the School of Business Administration, University of Miami (from 2007 to 2011). Before becoming Dean at UM, she spent 17 years at Wharton as Silberberg Professor of Marketing. She was also Vice Dean of the Wharton Undergraduate program.
Barbara is an internationally recognized scholar on retailing, variety seeking, brand loyalty, product assortment and design, and consumer and patient decision-making. She has published more than 75 articles in leading academic journals. She co-authored Grocery Revolution: The New Focus on the Consumer, and authored Global Brand Power: Leveraging Branding for Long-Term Growth, and The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption.
Barbara has been elected president of Association for Consumer Research, elected president of Journal of Consumer Research (JCR) Policy Board and selected as a Marketing Science Institute Trustee. She was also an Associate Editor at JCR, Journal of Marketing, and Marketing Science. She has recently been elected as a Fellow for both the Association of Consumer Research and the Society of Consumer Psychology.
Barbara received her PhD, MBA and MPhil from Columbia University, and a BA from University of Rochester.