Associate Professor of Marketing
Prof. Burson completed her MBA and PhD at University of Chicago and joined Ross in 2003. She has taught the marketing core, capstone, MAP, advertising, and branding at the graduate and undergraduate level. Her research explores judgment and decision making in consumer behavior and the effects of biases on product choice, such as (1) systematic biases in self assessment such as over- and under-estimation of ability, (2) biases in numerical cognition due to scale expansion and inversion, (3) loss aversion in contexts such as product essence and goal progress. When she's not teaching or doing research, she enjoys her farm.