John McCoy
jpmccoy-at-wharton-dot-upenn-dot-edu
I am an Assistant Professor of Marketing at the Wharton School of the University of Pennsylvania.
At Penn, I'm also affiliated with the Wharton Neuroscience Initiative, Penn's MindCORE hub and Wharton Human-AI Research.
Trained as a computational cognitive scientist, I'm broadly interested in understanding how people think and decide, and using this understanding to solve marketing problems.
I use a combination of behavioral experiments and formal modeling, drawing on ideas and techniques from psychology, economics, marketing, Bayesian statistics, and computer science.
Much of my work relates to two themes. The first theme involves how to elicit and aggregate beliefs and preferences, which is core to market research. One component of this theme is work on the "surprisingly popular" answer, which aggregates beliefs by incorporating predictions about the beliefs of others. The second theme involves what I call "concept engineering" - how to deliberately introduce or revise concepts using the tools of cognitive and behavioral science.
For more details, see my CV.