Matthew McGranaghan is an assistant professor of marketing in the Department of Business Administration at the University of Delaware’s Alfred Lerner College of Business and Economics. He studies the economics of consumer attention and the indirect effects of marketing interventions. His research integrates econometric methods, experiments in the lab and field and unique data to analyze questions relevant to both firms and marketing academics. Before joining the Lerner College, Matthew received an B.S. in neuroscience from Lafayette College and his M.S. and Ph.D. in applied economics and management from Cornell University.
- Ph.D. in applied economics and management, Cornell University
- M.S. in applied economics and management, Cornell University
- B.S. in neuroscience, Lafayette College
- McGranaghan, M., Fisher, G., Liaukonyte, J., and Wilbur, K.C. (2019) Lead Offer Spillovers. Marketing Science.
- McGranaghan, M., Liaukonyte, J., and Wilbur, K.C. (2022) How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift. Marketing Science.