Associate Professor of Marketing

Stern School of Business
40 West 4th Street, Ste 813
New York, NY 10012
Tel: 212.998.0512
Fax: 212.995.4006
Email: egreenle@stern.nyu.edu



  • Ph.D., Marketing, Columbia University, 1986
  • M.B.A., Columbia University, 1981
  • B.S., Town Planning & Design, University of New Hampshire, 1977

Honors & Awards

  • Nominated, 1998 Paul E. Green Award for the Journal of Marketing Research article that shows or demonstrates the most potential to contribute significantly to the practice of marketing research and research in marketing.
  • Winner, 1994 research grant for MSI Pricing Strategy Competition.
  • Beta Gamma Sigma Honor Society
  • Phi Beta Kappa Honor Society
  • B.S. degree granted Summa Cum Laude

Research Interests

Teaching Interests

  • Pricing Strategy
  • Auction Strategies and Auction Decision Making
  • Response and Context Effects in Survey Data
  • Delay in Consumer Decision Making
  • Consumer Helpseeking
  • Consumer Reactions to Aesthetic Phenomena
  • Introductory Marketing Course (core graduate and undergraduate courses)
  • Marketing Research
  • Pricing
  • New Product Development
  • Context and Response Effects in Survey Research (doctoral seminar)


  • Greenleaf, Eric A., (2004) "Reserves, Regret, and Rejoicing in Open English Auctions," Journal of Consumer Research, 31 (2, September), 264-273.
  • Greenleaf, Eric A., Jun Ma, Wanhua Qiu, Ambar G. Rao, Atanu R. Sinha (2002), "Note on Guarantees in Auctions: The Auction House as Negotiator and Managerial Decision Maker," Management Science , 48 (December), 1640-1644.
  • Chakravarti, Dipankar, Eric A. Greenleaf, Atanu R. Sinha, Amar Cheema, James C. Cox, Daniel Friedman, Teck H. Ho, R. Mark Isaac, Andres A. Mitchell, Amnon Rapoport, Michael H. Rothkopf, Joydeep Srivasta, Rami Zwick (2002), "Auctions: Research Opportunities in Marketing," Marketing Letters, 13 (August), 281-296.
  • Sinha, Atanu R. and Eric A. Greenleaf (2000), "The Impact of Discrete Bidding and Bidder Aggressiveness on Sellers' Strategies in Open English Auctions: Reserves and Covert Shilling," Marketing Science, 19 (Summer), 244-265.
  • Morwitz, Vicki G., Eric A. Greenleaf, and Eric J. Johnson (1998), "Divide and Prosper: Consumers' Reactions to Partitioned Prices ," Journal of Marketing Research , 35 (November), 453-463. This paper was nominated for the Paul E. Green Award for the Journal of Marketing Research. The proposal for this research was one of two grant winners in the 1994 MSI Pricing Strategy Competition.

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