Ernest Baskin, Ph.D.

Assistant Professor
Specializations: Consumer Behavior, Market Research, Judgment and Decision Making
Office: Mandeville Hall 262

Dr. Ernest Baskin is an expert in consumer behavior and marketing research. His research focuses on consumer judgment and decision making with a particular interest in consumption decisions as well as consumer biases and context effects using experimental methodology and survey design. His work has been published in top tier journals such as the Journal of Consumer Research and the Journal of Marketing Research and has been extensively covered in the popular press in outlets such as the ranging from print sources such as the Chicago Tribune and the Atlantic to blogs such as Lifehacker and Nerdwallet. He is often a featured expert on both television and radio. 

He has worked extensively with a variety of firms on major marketing and behavioral initiatives, including Google and Pepsico. Prior to joining Saint Joseph's, Ernest worked as a marketing consultant at ZS Associates in Philadelphia, PA and advised on marketing efforts, market research and mergers for a number of major pharmaceutical companies. He holds a Bachelors of Science in Economics and a Bachelor of Arts in Anthropology from the University of Pennsylvania and a Ph.D. from the Yale School of Management.


Ph.D., Marketing, Yale School of Management, Yale University

M.Phil, Marketing, Yale School of Management, Yale University

M.A., Marketing, Yale School of Management, Yale University

B.S. in Economics, Wharton School, University of Pennsylvania

B.A. in Cultural Anthropology, University of Pennsylvania

Courses Taught

  • FMK 202 - Overview of the Global Food Industry
  • FMK 301 - Food Marketing Research
  • FMK 722 - Food Marketing Research


Baskin, Ernest, Margaret Gorlin, Zoe Chance, Nathan Novemsky, Ravi Dhar, Kim Huskey, Michelle Hatzis (2016) "Proximity of snacks to beverages increases food consumption in the workplace: A field study," Appetite, 103, 244-248.

Frederick, Shane, Leonard Lee, Ernest Baskin (2014), “The Limits of Attraction,” Journal of Marketing Research, 51(4), 487-507.

- Finalist for Paul Green Award for Best JMR paper 2014

Baskin, Ernest, Cheryl Wakslak, Yaacov Trope, Nathan Novemsky (2014) “Why Feasibility Matters More to Gift Receivers Than to Givers: A Construal-Level Approach to Gift-Giving,” Journal of Consumer Research, 41(1), 169-82.

Urban, Greg, Ernest Baskin, Kyung-Nan Koh (2007). “No Carry-Over Parts: Corporations and the metaculture of newness.” Suomen Antropologi: Journal of the Finnish Anthropological Society 32(2), 5-19.

- Lead Article

Grants and Awards

  • Morris Grant Recipient 2016-2017
  • Yale Center for Customer Insights Fellow 
  • Paul Green Award Finalist for Best JMR Article in 2014
  • Whitebox Advisors Fellow 2011-2012
  • AMA-Sheth Doctoral Consortium Fellow 2014

Faculty Expert Profile

  • Expertise: Consumer behavior, marketing research, judgment and decision-making, experimental methodology and survey design