Andrew R. Long
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.
- Teaching Interests: Marketing analytics, marketing research, consumer behavior, marketing strategy
- Research Interests: Decision making, knowledge structure, causal reasoning, higher-level cognition, consumer behavior
Selected Research Publications
- 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, 55(4), 474-488.
- Internet; MarketWatch; "The idea of investing in what you know' is more dangerous than you think." https://www.marketwatch.com/story/the-idea-of-investing-in-what-you-know-is-more-dangerous-than-you-think-2018-07-18; 2018
Employed by LSU since