Professor, School of Business
Paul Merage School of Business

Professor Currim is an expert in marketing research, customer choice, and the design and marketing of products and services.

www.gsm.uci.edu/faculty/index.asp

Professor Currim's main research interest is assessing the impact of competitive product and service features and marketing efforts on consumer choice and market share. Such assessments are used to aid managerial decision making on design and marketing of products. For this work he received the American Marketing Association 1987 William O'Dell Award for most significant five year contribution to marketing theory, methodology, or practice. He has applied his work in companies such as AT&T, Baxter, Times Mirror, Twentieth Century Fox, and Warner Brothers. Professor Currim teaches courses on Marketing Management and Strategy, and Marketing Research at the Graduate School of Management. He is recipient of the 1994-95 Distinguished Faculty Lectureship Award for teaching awarded by the University of California Academic Senate, Irvine Division.

Tracing the Impact of Item-by-Item Information Accessing on Uncertainty Reduction, Journal of Consumer Research, September 1994.

An Approach for Determination of Warranty Length, International Journal of Research in Marketing, 9, 1992.

Consumer Perception of Promotional Activity, Journal of Marketing, April 1991.

A Taxonomy of Consumer Purchase Strategies in a Promotion Intensive Environment, Marketing Science, Spring 1991.

Robustness of Expected Utility Model in Predicting Individual Choices, Organizational Behavior and Human Decision Processes, 52, 1992.

Link to this profile
https://faculty.uci.edu/profile/?facultyId=2723

Last updated
02/25/2002