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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 core marketing course and has also taught marketing research, new product development, pricing strategies, and doctoral seminars in response and context effects in surveys.

Professor Greenleaf has been with NYU Stern for more than 20 years. His primary research areas include consumer perceptions of prices, why consumers delay making purchase decisions, economics of the art market and auctions, 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 Marketing awarded a large grant from the National Insitute of Health to study the impact of public service ads using market research and neuroscience. 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 and Promotions
  • Delay in Consumer Decision-Making
  • Auctions
  • Survey Research

Courses Taught

  • Introduction to Marketing

Academic Background

Ph.D., Marketing, 1986
Columbia University

M.B.A., 1981
Columbia Unviersity

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 Paul E. Green Award 1998

Selected Publications

Raghubir, P., and Greenleaf, E. (2006)

Greenleaf, E. (2004)

Sinha, A., and Greenleaf, E. (2000)

Morwitz, V., Greenleaf, E., and Johnson, E. (1998)

Greenleaf, E., and Sinha, A. (1996)

Greenleaf, E. (1995)

Greenleaf, E., and Lehmann, D. (1995)

Greenleaf, E. (1992)

Greenleaf, E. (1992)

Holbrook, M., Chestnut, R., Oliva, T., and Greenleaf, E. (1984)

Areas of Expertise


  • Auctions


  • Art


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