Featured News
How Rob Smithson (EMBA’25) and Jose Carlos Herrera (EMBA’25) Turned a Grocery Store Find Into Banagua
Some businesses start with pitch decks and five-year plans. Banagua started in a grocery store aisle. During his time in Vanderbilt’s Executive MBA program, Rob Smithson, already deep in the consumer-packaged goods world, picked up a tall can that stopped him mid-shop. The ingredient list was literally the product. No additives. No flavoring. Just banana water. It was almost too simple. “It […]
Read More >
Choice Context Matters: New Vanderbilt Research Shows Why People Misread Others’ Preferences
A newly published paper co-authored by Eric VanEpps, associate professor of marketing, finds that people don’t fully appreciate how choice context can predict the strength of others’ preferences. The research shows that observers largely ignore the fact that choices made from limited sets of options should be less informative about preferences than choices made from larger choice sets. The paper, “Choice Set Size Neglect […]
Read More >