Prof. Dr. C. Miguel Brendl

Miguel Brendl is Full Professor of Marketing. Prior to joining the University of Basel he was Associate Professor of Marketing with tenure at Northwestern University’s Kellogg School of Management with a co-appointment at the psychology department, being preceded by a tenured position as Associate Professor of Marketing at INSEAD. Previously, he taught at the psychology departments of the Universities of Heidelberg and Konstanz. He holds a PhD in psychology from Columbia University and did his undergraduate studies in psychology and business administration at the University of Mannheim.

Research

Miguel Brendl investigates the origins of psychological utility, that is, how people form preferences toward choice options. Behaviors include buying decisions, consumption behavior (e.g., eating, social media activity), investment decisions (e.g., saving for retirement), or brand preferences. He draws on theories of motivation, conditioning, and (social) cognition. The ongoing research focuses on two areas: 1. Understanding the role of motivation (wanting, desire) and anticipatory pleasure in influencing behavior. 2. Reversing negative emotional brand associations. In the past, his research has focused on goals and on uncontrollable influences on preferences, including work on implicit measures.

Key Publications

-Bonezzi Andrea, C. Miguel Brendl, and Matteo De Angelis (2011), ”Stuck in the Middle: The Psychophysics of Goal Pursuit,” Psychological Science, 22 (May), 607-612.

-Dai, Xianchi, C. Miguel Brendl, and Dan Ariely (2010), ”Wanting, Liking, and Preference Construction,” Emotion, 20 (June), 324-334.

-Markman, Arthur B. and C. Miguel Brendl (2005), "Constraining Theories of Embodied Cognition," Psychological Science, 16 (January), 6-10.

-Brendl, C. Miguel, Arthur B. Markman, and Claude Messner (2003), "The Devaluation Effect: Activating a Need Devalues Unrelated Choice Options," Journal of Consumer Research, 29 (March), 463-473

Publications

Mittelman, M., Eduardo B. Andrade, Amitava Chattopadhyay, C. Miguel Brendl (2014), “The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking,” Journal of Consumer Research, 41 (December), 953-964.

Malaviya, Prashant and C. Miguel Brendl (2014), "Do Hedonic Motives Moderate Regulatory Focus Motives? Evidence from the Framing of Persuasive Messages," Journal of Personality and Social Psychology, 106 (January), 1-19. (lead article)

Bonezzi Andrea, C. Miguel Brendl, and Matteo De Angelis (2011), ”Stuck in the Middle: The Psychophysics of Goal Pursuit,” Psychological Science, 22 (May), 607-612.

Dai, Xianchi, C. Miguel Brendl, and Dan Ariely (2010), ”Wanting, Liking, and Preference Construction,” Emotion, 20 (June), 324-334.

Markman, Arthur B., C. Miguel Brendl, and Kyungil Kim (2009), "From Goal-Activation to Action: How Does Preference and Use of Knowledge Intervene?", in The Psychology of Action, Volume 2: Mechanisms of Human Action, ed. Ezequiel Morsella,  John A. Bargh, and Peter M. Gollwitzer, Oxford University Press, 328-349.

Dai, Xianchi, Klaus Wertenbroch , and C. Miguel Brendl (2008), "The Value Heuristic in Judgments of Relative Frequency," Psychological Science, 19 (January), 18-19. (Winner, 2007 de Finetti Award, European Association for Decision Making; finalist, 2007 INFORMS Decision Analysis Society Student Paper Award)

Markman, Arthur B., C. Miguel Brendl, and Kyungil Kim, (2007),"Preference and the Specificity of Goals," Emotion, 7 (August), 680-684.

Brendl, C. Miguel, Amitava Chattopadhyay, Brett W. Pelham, and Mauricio Carvallo (2005), "Name Letter Branding: Valence Transfers when Product Specific Needs are Active," Journal of Consumer Research, 32 (December), 405-415.

Markman, Arthur B. and C. Miguel Brendl (2005), "Goals, Policies, Preferences, and Actions," in Applying Social Cognition to Consumer-Focused Strategy, ed. Frank R. Kardes, Paul M. Herr, & Jacques Nantel, Mahwah, NJ: Lawrence Erlbaum Associates, 183-200.

Brendl, C. Miguel, Arthur B. Markman, and Claude Messner (2005), "Indirectly Measuring Evaluations of Several Attitude Objects in Relation to a Neutral Reference Point," Journal of Experimental Social Psychology, 41 (June), 346-368.

Markman, Arthur B. and C. Miguel Brendl (2005), "Constraining Theories of Embodied Cognition," Psychological Science, 16 (January), 6-10.

Brendl, C. Miguel, Arthur B. Markman, and Claude Messner (2003), "The Devaluation Effect: Activating a Need Devalues Unrelated Choice Options," Journal of Consumer Research, 29 (March), 463-473. (won in 2006 the Journal of Consumer Research Best Article of the Year 2003 award)

Brendl, C. Miguel (2001), "Goals and the Compatibility Principle in Attitudes, Judgment, and Choice," in Cognitive Social Psychology: The Princeton Symposium on the Legacy and Future of Social Cognition, ed. Gordon B. Moskowitz, Mahwah, NJ: Lawrence Erlbaum Associates, 317-332.

Brendl, C. Miguel, Arthur B. Markman, and Claude Messner (2001), "How do Indirect Measures of Evaluation Work? Evaluating the Inference of Prejudice in the Implicit Association Test," Journal of Personality and Social Psychology, 81(November), 760-773. (Lead article)

Brendl, C. Miguel (2000), "Subjective Experience in the Effect of Sample Size on Likelihood Judgments," in The Message Within: The Role of Subjective Experience in Social Cognition and Behavior, ed. Herbert Bless and Joseph P. Forgas, Philadelphia: Psychology Press, 69-87.

Markman, Arthur B. and C. Miguel Brendl (2000), "The Influence of Goals on Value and Choice," The Psychology of Learning and Motivation, 39, 97-128.

Brendl, C. Miguel, Arthur B. Markman, and E. Tory Higgins (1998),  "Mentale Kontoführung als Selbst-Regulation. Representativität für zielgeleitete Kategorien [Mental Accounting as Self-regulation. Representativeness to Goal-Derived Categories]," Zeitschrift für Sozialpsychologie.  Sonderheft Konsumentenpsychologie, 29, 89-104. (Lead article)

Translated into French in Recherche et Applications en Marketing, 2000, 15(1), 81-96.

Brendl, C. Miguel and E. Tory Higgins (1996), "Principles of Judging Valence: What Makes Events Positive or Negative," Advances in Experimental Social Psychology, 28, 95-160.

Brendl, C. Miguel, E. Tory Higgins, and Kristi M. Lemm (1995), "Sensitivity to Varying Gains and Losses: The Role of Self-Discrepancies and Event Framing," Journal of Personality and Social Psychology, 69 (June), 1028-1051. (Won German Psychological Society's dissertation award)

Higgins, E. Tory and C. Miguel Brendl (1995), "Accessibility and Applicability: Some 'Activation Rules' Influencing Judgment," Journal of Experimental Social Psychology, 31(May), 218-243.

Brendl, Miguel

Prof. Dr. C. Miguel Brendl
Faculty of Business and Economics
Marketing Group
Peter Merian-Weg 6 4002 Basel
Switzerland

Tel: +41 61 207 28 43