Gerald Häubl

Ronald K. Banister Chair in Business and Professor of Marketing

Alberta School of Business

Marketing, Business Economics, and Law


Research Interests

  • Consumer Decision Making 
  • Dynamics of Preference and Choice 
  • Hedonic Experience
  • Construction of Preference and Value 
  • Search Behavior
  • Choice Architecture
  • Decision Assistance for Consumers
  • Motivation 
  • Self-Control
  • Gamification of Consumer-Firm Interaction
  • Personalized Customer Interfaces
  • Bidding Behavior in Auctions

Selected Publications 


Teaching Interests

  • Experimental Methods for Behavioral Science
  • Consumer Behavior