Ben sits down with Keith Wilcox, the Macy’s Foundation Professor at Mays, to discuss his journey to Texas A&M. Keith left his beloved New York to join Aggieland and its inviting culture and excellent teaching opportunities, all which he defines as an “academic unicorn.”

Keith explains the differences in New York and College Station; their people, environments, and restaurants. All in all, Keith was able to adapt and build a relationship with the culture of College Station.

Ben asks Keith to dive into his personal research on consumer behavior; what his motivators are, the challenges he has faced, and what influences his goals. Kicking off his interest at a young age at ‘baseball camp’, Keith focuses on the unexpected tendencies and self control of a typical consumer. With his current research and teaching at Texas A&M, Keith touches on his goals for his students and himself to better shape the future of business marketing.

Bio:

Keith Wilcox is the Macy’s Foundation Professor in the marketing department at the Mays Business School. His research examines consumer behavior and decision-making, with a specific focus on self-control and how feelings influence judgment. Keith’s industry experience includes several years working as an advertising account executive and as a marketing consultant. The vision of the Mays MasterCast is to connect prospective members to our Mays community by painting the picture of Aggieland through different voices and perspectives.