Hi, I am Troy Campbell, a researcher at Duke University. I study what people love, like, and find most important. From our favorite hobbies, to our most cherished beliefs, and yes, even the state of feeling nerdy, I study what aspects affect us, how we can be better people, why we sometimes lie to ourselves, and how we can enjoy life more.
That's the fun way to say I what I do. More formally, I am a doctoral candidate in Marketing at the Duke University Fuqua School of Business where I explore how identity and beliefs affect consumption, behavior, and marketing. Most of the days I spend in a lab, silent and serious, but with some playful desk decorations to brighten days of data analysis. My goal is to advance theory to have an impact on the world from improving policy communication to improving a day at Comic Con and beyond. As a former Disney Imagineer and a former nonprofit marketer, I've seen the smiles and good that quality research can bring people. See my research overview for ways my recent scientific publications try to do just that.
My dissertation explores how believing one has mastery and expertise in a consumption category (e.g., with wine, film, or poetry) affects identity, consumption enjoyment, and engagement. The main take away is that businesses shouldn't just make great products, they should make people feel great at using the products.
That's the fun way to say I what I do. More formally, I am a doctoral candidate in Marketing at the Duke University Fuqua School of Business where I explore how identity and beliefs affect consumption, behavior, and marketing. Most of the days I spend in a lab, silent and serious, but with some playful desk decorations to brighten days of data analysis. My goal is to advance theory to have an impact on the world from improving policy communication to improving a day at Comic Con and beyond. As a former Disney Imagineer and a former nonprofit marketer, I've seen the smiles and good that quality research can bring people. See my research overview for ways my recent scientific publications try to do just that.
My dissertation explores how believing one has mastery and expertise in a consumption category (e.g., with wine, film, or poetry) affects identity, consumption enjoyment, and engagement. The main take away is that businesses shouldn't just make great products, they should make people feel great at using the products.
e: troy.campbell@duke.edu
t: @troyhcampbell
