Larry Percy

Presentation

After spending over 20 years with major advertising agencies, Prof. Percy left to become a consultant and to teach.  He has consulted with a number of major companies such as AB InBev and Nestle, as well as with a number of U.S. government agencies, including NASA.  In addition to teaching at CBS for the last 25 years, he has also had teaching appointments at a number of other business schools, including the Stockholm School of Economics and the Said Business School at the University of Oxford.  Authour of over a dozen textbooks and some 100 published articles, he also has served on the Editorial Boards of a number of academic journals such as the Journal of Marketing Research.  You may read more about him on his website at www.larrypercy.com.
 

Primary research areas

Message processing, with a particular interest in the role of emotion.