Derek D. Rucker
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Derek D. Rucker

Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research

Kellogg Faculty Page →

3 Mistakes Brands Make When Targeting Customers

How to avoid common pitfalls like the “popular kid target” and other advice from the authors of the forthcoming book, The Creative Brief Blueprint.

Researchers: Kevin McTigue and Derek D. Rucker

July 16, 2021


When Do People Take Huge Risks?

As a species, we’re cautious … except when the stakes are life-altering.

Researchers: David Gal and Derek D. Rucker

February 4, 2021


How Anticipation Warps Our Sense of Time

Here’s why that trip to Disneyland—or to the dentist—seems to take ages, but the return trip feels much faster.

Researchers: Zoey Chen, Ryan Hamilton and Derek D. Rucker

September 1, 2020


When Do We Identify with the Bad Guy?

What started as research into consumer psychology led to deeper questions about human nature.

Researchers: Rebecca J. Krause and Derek D. Rucker

March 2, 2020


Stories Can Be Powerful Persuasive Tools. But It’s Important to Understand When They Can Backfire.

New research reveals why sometimes sticking to the facts is your best bet.

Researchers: Rebecca J. Krause and Derek D. Rucker

October 8, 2019


Take 5: How to Kickstart a Successful Career

Young professionals, smart decisions now will open doors for you in the future.

Researchers: Derek D. Rucker, Carter Cast, Sally Blount, William "Chip" Horn and Neal J. Roese

May 13, 2019


How (Not) to Change Someone’s Mind

Psychologists have found two persuasion tactics that work. But put them together and the magic is lost.

Researchers: Rhia Catapano, Zakary Tormala and Derek D. Rucker

March 1, 2019


Why We Can’t All Get Away with Wearing Designer Clothes

In certain professions, luxury goods can send the wrong signal.​

Researchers: Christopher Cannon and Derek D. Rucker

January 2, 2019


Video: How to Restore Trust When It’s Been Broken

Plus, a way to encourage ethical behavior to avoid breaches in the first place.

Researchers: Miao Hu, Derek D. Rucker, Adam D. Galinsky and Cecily Cooper

November 12, 2018


Take 5: Fine-Tuning Your Powers of Persuasion

From understanding power dynamics to telling a memorable story, here’s how to sell your ideas.

Researchers: Loran Nordgren, Derek D. Rucker, Mitchell A. Petersen and Kent Grayson

November 7, 2018


Take 5: What Science Says about Your Summer Vacation

Kellogg faculty explore the psychology and economics of common travel conundrums.

Researchers: Achal Bassamboo, Kent Grayson, Thomas N. Hubbard, Maryam Kouchaki, Martin Lariviere and Derek D. Rucker

July 3, 2018


Trying to Be Persuasive? Here’s What You Are Likely Doing.

A study of product reviews shows how our word choices change when we’re trying to sway others.

Researchers: Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren

March 1, 2018


Podcast: How Music Can Change Our Mood

A Broadway songwriter and a marketing professor discuss the connection between our favorite tunes and how they make us feel.

Researchers: Derek D. Rucker, Loran Nordgren and Kris Kukul

February 10, 2018


The Science Behind Word-of-Mouth Recommendations

In the age of Yelp, two new studies explore why we offer advice and how it spreads.

Researchers: Sara Soderstrom, Brian Uzzi, Derek D. Rucker, James H. Fowler, Daniel Diermeier, Alessandro M. Peluso, Andrea Bonezzi and Matteo De Angelis

November 2, 2017


Take 5: How Power Dynamics Shape Our Behavior

Power—or the lack of it—impacts everything from snack choices to economic growth.

Researchers: Derek D. Rucker, Loran Nordgren, Adam Waytz, Benjamin F. Jones and Brayden King

September 7, 2017


Take 5: How Leaders Can Stamp Out Bad Behavior and Create a Culture of Integrity

Practical tips to reign in an unethical boss and encourage employees to do the right thing.

Researchers: Maryam Kouchaki, Derek D. Rucker, J. Keith Murnighan, Paola Sapienza, Dylan Minor and Nicola Persico

March 6, 2017


How to Help Prevent the Powerful from Abusing Their Privilege

High expectations for ethical behavior can keep powerful people in line.

Researchers: Miao Hu, Derek D. Rucker and Adam D. Galinsky

September 6, 2016


Understanding Power Dynamics Will Make You More Persuasive

How powerful you feel affects the messages you convey—and the ones you want to hear.

Researchers: David Dubois, Derek D. Rucker and Adam D. Galinsky

August 1, 2016


Social Class Affects Why We Lie

The powerful are more likely to lie for their own benefit, and the powerless to help others.

Researchers: Derek D. Rucker, Adam D. Galinsky and David Dubois

January 5, 2015


What Donors Need to Hear to Open the Checkbook

Insights from marketing on how charities can grow by appealing to different kinds of donors.

Researchers: Kelly Goldsmith, Aparna Labroo, Angela Y. Lee and Derek D. Rucker

December 1, 2014


Pump Up the Jams and Feel Powerful

The right background music can affect how you construe information and your willingness to take initiative.

Researchers: Dennis Hsu, Li Huang, Loran Nordgren, Derek D. Rucker and Adam D. Galinsky

August 4, 2014


Powering Through the Interview

A powerful mindset can help applicants land the job

Researchers: Joris Lammers, David Dubois, Derek D. Rucker and Adam D. Galinsky

November 4, 2013


Answering Unasked Questions

Identifying bias in consumer surveys and compensating for it

Researchers: David Gal and Derek D. Rucker

April 2, 2012


Buy Bigger, Feel More Powerful

Compensating for powerlessness through purchases

Researchers: David Dubois, Derek D. Rucker and Adam D. Galinsky

April 2, 2012


Generous Paupers and Stingy Princes?

Power and consumer spending

Researchers: Derek D. Rucker, David Dubois and Adam D. Galinsky

October 18, 2010


Desire to Acquire

Powerlessness and compensatory consumption

Researchers: Derek D. Rucker and Adam D. Galinsky

April 5, 2010


Balance in Advertising

Tailored marketing messages can counter consumers’ negative emotions

Researchers: Aparna Labroo and Derek D. Rucker

December 1, 2009


What’s in a Message Frame?

Sharing the good and the bad leads to more persuasive messaging

Researchers: Derek D. Rucker, Richard E. Petty and Pablo Briñol

May 1, 2009


Emotion and Consumer Behavior

Can anger make us choose a hiking trip vacation?

Researchers: Derek D. Rucker and Richard E. Petty

July 1, 2008