A/PROF Brian Gibbs

A/PROF Brian Gibbs


  • Behavioural decision making (choice, judgment, preferences, information processing, self-control, well-being, tastes, affect, utility, value, welfare, influence, desire, hedonics)
  • Consumer behaviour (decision making, choice, judgment, preferences, information processing, self-control, branding, well-being, materialism, advertising, positioning)
  • Marketing and behavioural science (decision making, self-control, branding, well-being, materialism, advertising, positioning, influence, welfare, strategy, ethics, manipulation)
  • Perception and cognition (decision making, choice, judgment, information processing, tastes, affect, utility, hedonics, attitude, priming, mental resources, attention, hedonics)



  • Associate Professor Brian Gibbs is Principal Fellow in Marketing and Behavioural Science at the Melbourne Business School, University of Melbourne. Gibbs, who was raised in Canada, joined MBS in 2003 and is now an Australian permanent resident. He earned his PhD from the University of Chicago’s Booth School of Business, and was a faculty member for over a dozen years in American business schools, primarily Stanford’s Graduate School of Business, but also Vanderbilt’s Owen School and MIT’s Sloan School. Although he specialises in teaching consumer behaviour, he has also taught graduate classes on decision making, marketing management, and marketing strategy. His research, which appears in the international top tier of journals, has been cited by over 1300 articles; and he has given invited seminars at Harvard, Cornell, UCLA, Berkeley, Duke, University of Toronto, University of New South Wales, London Business School, University of Oxford, and over 20 other business schools in Australasia, North America, and Europe. Gibbs has served as a marketing and behavioural-science expert in the English High Court of Justice (London) and in the Federal Court of Australia (Melbourne), and has advised companies such as TDK Electronics, Roadrunner Records, and BP Biofuels on issues related to marketing and branding, consumer psychology, and managerial decision making.



Selected publications


Education and training

  • PhD, University of Chicago 1992
  • M.A., University of British Columbia 1985
  • BSc, The University of British Columbia 1982

Awards and honors

  • Member, American Psychological Association, 1990
  • Doctoral Consortium Fellowship, University of Chicago / American Marketing Association, 1988
  • Doctoral Fellowship, Social Sciences and Humanities Research Council of Canada, 1985
  • Postgraduate Scholarship, Natural Sciences and Engineering Research Council of Canada, 1983
  • University Graduate Fellowship, University of British Columbia, 1982