Professor Long conducts research on consumer and managerial decision making and cognition.
His projects focus on knowledge structure and causal reasoning in financial decision
making and product perceptions. Professor Long teaches classes in marketing analytics
and research, consumer behavior, and marketing strategy.
Schley, D., De Langhe, B., and Long, A. (2020). System 1 is Not Scope Insensitive:
A New Dual-Process Account of Subjective Value. Journal of Consumer Research, 47(4),
Long, A., Fernbach, P. M., and De Langhe, B. (2018). Circle of Incompetence: Sense
of Understanding as an Improper Guide to Investment Risk. Journal of Marketing Research,
Teaching Interests: Marketing analytics, marketing research, consumer behavior, marketing
Research Interests: Decision making, knowledge structure, causal reasoning, higher-level
cognition, consumer behavior
Internet; MarketWatch; "The idea of investing in what you know' is more dangerous
than you think."; 2018