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School of Business
Consumer behavior; marketing strategy; purchase decisions under risk and uncertainty; surprise products; group experiences; effort and control in consumer decision making; marketing analytics; marketing research; use of eye-tracking in marketing.
Campus phone: (518) 956-8372
Campus email: email@example.com
Aleksandra Kovacheva is an assistant professor of marketing in the School of Business. Kovacheva's research uses field studies, lab experiments and company data to study how consumers make decisions that involve uncertainty and personal control.
One stream of her research examines the role of surprise in marketing, and looks at consumers’ motivations to purchase "surprise boxes." She also studies the consumption of experiences and examines consumers’ preferences to organize and engage in joint experiences.
Kovacheva teaches marketing analytics at the undergraduate level and a class on understanding and presenting marketing data at the MBA level.
She received her Ph.D. in marketing from the Katz Graduate School of Business at the University of Pittsburgh. Prior to joining academia, Kovacheva worked as a market analyst at Nielsen, where she managed the data analysis for clients such as SC Johnson, Sara Lee and Reckitt Benckiser.