Craig L. Anderson is an Assistant Professor of Marketing at HEC Paris. His expertise is in affective science, that is, how people’s emotions and their attempts to regulate their emotions impact their behavior, choices, and relationships.
He uses diverse methodologies in his research, including psychophysiology, neuroendocrinology, field studies, peer report, personality assessment, expressive behavior coding, daily diaries, and neurogenetics.
His current research interests include the impact of brand transgressions on consumer-brand relationships and sustainable consumer behavior. He also has a longstanding interest in the emotion of awe and is currently investigating how this emotion promotes the curiosity and well-being of consumers.
His work has been published in top journals such as the Journal of Personality and Social Psychology and the Journal of Experimental Psychology. Anderson's research, co-authored with Maria Monroy and Dacher Keltner, also inspired reporter Bob Woodruff's National Geographic documentary
Operation Arctic Cure, in which the researcher remotely follows a group of war veterans on a voyage to test a potential treatment for PTSD.
He received his PhD from the University of California, Berkeley in Social Psychology, and subsequently conducted research as a Postdoctoral Scholar in Marketing at the Olin Business School at Washington University in St. Louis.
Brands & Behaviors