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Alan David Cooke

Egbert R. Beall/Beall's Department Stores, Inc. Faculty Fellow
Associate Professor

(352) 273-3282



  • PhD - Cognitive Psychology, University of California, 1997
  • MS - Marketing, Walter A. Haas School of Business, University of California, 1994
  • BS - Human Factors Engineering (Summa Cum Laude), Tufts University, 1990

Research Interests

  • Consumer Behavior
  • Decision Making
  • Consumer Choice
  • Price Perception
  • Psychological Scaling
All Articles

In The News

Last 3 years

Courses Taught

  • Customer Analysis (MAR6508)
  • Customer Rela Manage (MAR6861)
  • Experimental Design (MAR6930)
  • Prin of Marketing (MAR3023)
Last 3 years

Phd Students Advised

  • Gillian Wheat — 9999 — Current
  • Maria Wadsworth — 9999 — Current
Last 5 years

Journal Article Publications

  • Great expectations: argument order expectations shape the efficacy of order effects in one-sided advertisements
    Status: Published
    Journal: Marketing Letters
    Published Year: 2023
    Authors: Joshua Clarkson, Alan Cooke, Nathanael Martin
  • Hate the wait? How social inferences can cause customers who wait longer to buy more
    Status: Published
    Journal: Frontiers in Communications
    Published Year: 2022
    Authors: Nira Munichor, Alan Cooke
  • The impact of bundle comparisons on bundle preference
    Status: Published
    Journal: Journal of Behavioral Decision Making
    Published Year: 2018
    Authors: Alan Cooke, Dan Rice, Yanmei Zheng

Contact Details

University of Florida
Warrington College of Business
Marketing Department
Stuzin Hall 267B

(352) 273-3282


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