The Center's goal is to promote new insights based on partnerships that involve academic researchers from multi-disciplines and decision makers in the public and private sectors. Technological advances, theoretical developments, and new methodologies provide an opportunity for greater understanding of the role customers play in the performance of products, services, firms, and institutions.

The Center engages and provides a forum for faculty, PhD students, selected MBA students, visiting scholars, business associates and supporters, to make important contributions on a wide range of topics that relate to customers.

Research includes:

• Choice Proliferation & Consumer Behavior
• Consumer Behavior in the Health & Pharmaceutical Sector
• Customer Behavior in Technology Markets
• Customer Behavior in Retail Outlets
• Customer Behavior in Financial Services