Michael Barbera, MBA, PHD
Title: Adjunct Professor
Programs/ Classes taught: MBA 522 Strategic Marketing; MBA 503 Leadership & Organizational Behavior
Areas of Expertise: Strategic Marketing, Executive Leadership, Business Strategy. Entrepreneurship, Behavioral Economics, Consumer Behavior, Applied Psychology, Human Judgment and Decision-making
Education: Ph.D. Business Psychology, MBA - Executive Management, MBA - Entrepreneurship, BSBA
Biography:
Dr. Michael Barbera is an award-winning consumer psychologist and business strategist for Fortune 500 companies. He is a leading expert in the complex factors that drive the entire consumer decision-making process, including consumer behavior, emotion, and experience. His practice areas include social psychology, decision-making, brand management, marketing, product placement, and long-term business growth strategies.
As the chief behavioral officer at Clicksuasion Labs, Michael helps clients to better understand consumer influence and consumer behavior, both online and in person. With Michael’s help, companies build customer experiences that are more efficient, engaging, and effective. He also creates evidence-based solutions that affect both external marketing strategy and internal operations management with behavioral economics and behavioral finance.
Michael has worked with large organizations including Boeing, Microsoft, The Washington Post, John Deere, Harley Davidson, LendLease, the United States Department of Defense, and Department of State. He has also worked with academic institutions including Ithaca College, Purdue University, Duke University, and the University of North Carolina. Michael’s clients have also appeared on the Billboard Top 40, ABC’s Shark Tank, Bravo’s Million Dollar Listing, and Gordon Ramsay’s Kitchen Nightmares.
Michael champions entrepreneurs and business leaders as a teacher, moderator, and mentor. In 2015, the White House recognized Michael for his many contributions to entrepreneurship. Michael shares research, insights, and thought leadership as a celebrated keynote speaker, host of the Clicksuasion podcast, and dynamic TEDx presenter. More than 200,000 people have seen Michael speak on four continents, and he has earned more than 350,000 views online.
Research & Interests: Consumer Behavior, Judgment and Decision Making, Financial Decision Making, Perception, Persuasion, Time Pressure, Message Framing, Willingness to Pay, Neuromarketing
Publications, Presentations, Projects:
Northey, G., Dolan, R., Septianto, F., Van Esch, P., Barbera, M., & Andonopoulos, V. (2019). 50 Shades of Gay: How Gender and Homosexual Imagery Disgusts Politically Conservative Viewers. 50th Conference of the Association of Consumer Research
Septianto, F., Kemper, J., Northey, G., Andonopoulos, V., Van Esch, P., & Barbera, M. (2019). Let Us Give Thanks: How Gratitude and Message Framing Can Reduce Food Waste. 50th Conference of the Association of Consumer Research
Northey, G., Dolan, R., Septianto, F., Van Esch, P., & Barbera, M. (2019). Sex Sells….Or Does It? How LGBT Sexual Imagery Influences the Effectiveness of Luxury Brand Advertisements. 14th Conference on Gender, Marketing, and Consumer Behavior,210. Retrieved February 12, 2019.
Barbera, M., Northey, G., Septianto, F., & Spanjaard, D. (2018). Those prices are HOT! How temperature-related visual cues anchor expectations of price and value. Journal of Retailing and Consumer Services,44, 178-181.
Barbera, M., Northey, G., Septianto, F., & Spanjaard, D. (2018). The Anchoring Effects of Temperature Cues on Price Valuations. Association of Consumer Research.
Contact info: 919-371-8323; mbarbera1@nl.edu
