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Eric A. Greenleaf

Eric A. Greenleaf

Joined Stern 1988

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 813
New York, NY 10012

E-mail egreenle@stern.nyu.edu
Personal website

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Eric A. Greenleaf is a Professor of Marketing at New York University Stern School of Business. Professor Greenleaf presently teaches the undergraduate course in Introduction to Marketing and has also taught marketing research, new product development, pricing strategies, and doctoral seminars on response and context effects in surveys and on pricing theory.

Professor Greenleaf joined NYU Stern in 1988. His primary research areas include consumer reactions to prices, economics of auctions and the art market, uses of neuroscience in marketing, consumer aesthetic reactions to products, and marketing research and survey methods. Professor Greenleaf has been published in numerous journals including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Management Science, Marketing Letters, Marketing Science, and Public Opinion Quarterly. He was a winner of a competition on behavioral pricing sponsored by the Marketing Science Institute, and is one of a team of NYU faculty in Psychology and in Marketing awarded a large grant from the National Institute of Health to study the impact of public service ads using market research and neuroscience methods. Professor Greenleaf has also been involved in forecasting school enrollments in Manhattan to help relieve school overcrowding and successfully make the case for new schools.

Before joining NYU Stern, Professor Greenleaf was an assistant professor of marketing at the Yale School of Management. He has been a visiting assistant professor at Columbia University, a visiting associate professor at Wharton, and a visiting scholar at the Haas School.

Professor Greenleaf received his Bachelor of Science in town planning and design from University of New Hampshire and his M.B.A. and Ph.D. in marketing from Columbia University.

Research Interests

  • Pricing
  • Auctions
  • Use of neuroscience in marketing and consumer behavior
  • Consumer reactions to aesthetic phenomena
  • Survey Research

Courses Taught

  • Doctoral seminar on Pricing Theory
  • Doctoral seminar on Response and Context Effects in Surveys
  • Introduction to Marketing (both undergraduate and MBA level)
  • Market Research (MBA)
  • New Product Development (MBA)
  • Pricing Strategies (MBA)

Academic Background

Ph.D., Marketing, 1986
Columbia University

M.B.A., 1981
Columbia University

B.S., Town Planning and Design, 1977
University of New Hampshire

Awards & Appointments

National Institute of Health, National Institute on Drug Abuse 2009
Marketing Science Institute Behavioral Pricing Competition Grant 2004
Journal of Marketing Research Nominated for Paul E. Green Award 1998

Selected Publications

Ducarroz, Caroline, Sha Yang, and Eric A. Greenleaf (2016)
"Understanding the Effect of In-Process Promotions: An Application to Online Auctions"
forthcoming in Journal of Marketing.

Greenleaf, Eric A., Eric J. Johnson, Vicki G. Morwitz, and Edith Shalev (2016)
"The Price Does Not Include Additional Taxes, Fees, and Surcharges: A Review of Research on Partitioned Pricing"
Journal of Consumer Psychology, 26 (1), 105-124.

Cerf, Moran, Eric A. Greenleaf, Tom Meyvis, and Vicki G. Morwitz (2015)
"Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications"
Journal of Marketing Research, 52 (4, August), 530-545.

Raghubir, Priya and Eric A. Greenleaf (2006)
"Ratios in Proportion: What Should the Shape of the Package Be?"
Journal of Marketing, 70 (April), 95-107.

Greenleaf, Eric A. (2004)
“Reserves, Regret, and Rejoicing in Open English Auctions”
Journal of Consumer Research, 31 (2, Sept.), 264-273.

Sinha, Atanu R., and Eric A. Greenleaf (2000)
"The Impact of Discrete Bidding and Bidder Aggressiveness on Sellers' Strategies in Open English Auctions: Reserves and Covert Shilling”
Marketing Science, 19 (Summer), 244-65.

Morwitz, Vicki G., Eric A. Greenleaf, and Eric J. Johnson (1998)
"Divide and Prosper: Consumers' Reactions to Partitioned Prices"
Journal of Marketing Research, 35 (Nov.), 453-63.

Greenleaf, Eric A. and Donald R. Lehmann (1995)
"A Typology of Reasons for Substantial Delay in Consumer Decision Making"
Journal of Consumer Research, 22 (September), 186-99.

Greenleaf, Eric A. (1995)
"The Impact of Reference Price Effects on the Profitability of Price Promotions"
Marketing Science, 14 (Winter), 82-104.

Greenleaf, Eric A. (1992)
"Measuring Extreme Response Style"
Public Opinion Quarterly, 56 (Fall), 328-51.

Areas of Expertise


  • Auctions


  • Art


  • Consumer Psychology/Behavior
  • Market Research
  • Pricing
  • Promotions