Maarten Bos

Lecturer

Contact Information

Primary Email:
maartenb@wharton.upenn.edu

office Address:
Jon M. Huntsman Hall, Suite 700
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA 19104

Research Interests: Human-technology interaction, Consumer Decision Making, Persuasion, Human Behavior.

Overview

Maarten Bos is a quantitative experimental behavioral researcher, with expertise in decision-science, persuasion, and human-technology interaction. He worked in industry research labs at Disney Imagineering and Snap Inc. for more than 10 years, translating research and analytics to business outcomes and improvements.

Maarten’s research has been published in journals including Science, Psychological Science, Journal of Consumer Psychology, and The Review of Economic Studies. His work has been cited thousands of times and covered by the Wall Street Journal, Harvard Business Review, NPR, The New York Times, Late night with Seth Meyers, Men’s Health Magazine, the Financial Times, and on numerous podcasts.

Maarten received his PhD training in The Netherlands, and postdoc training from Harvard Business School and Harvard Medical School.

Teaching

Current Courses (Fall 2026)

MKTG1010 - Intro To Marketing
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, customer lifetime value, branding, market research, product lifecycle strategies, pricing, go-to-market strategies, promotion, and marketing ethics.
MKTG1010003 ( Syllabus )
MKTG1010004 ( Syllabus )
MKTG2110 - Consumer Behavior
This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.
MKTG2110001 ( Syllabus )

All Courses

MKTG1010 - Intro To Marketing
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, customer lifetime value, branding, market research, product lifecycle strategies, pricing, go-to-market strategies, promotion, and marketing ethics.
MKTG2110 - Consumer Behavior
This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.

Knowledge at Wharton

Don’t Abolish Business Schools. Make Them Accountable for Impact as well as Value

In response to a recent essay in The New York Times, Wharton Vice Dean Witold Henisz argues that business schools should prepare managers to evaluate both value creation and broader social and environmental impacts.…Read More

Knowledge @ Wharton - 10/27/2026

Why Semi-Liquid Private Credit Funds Are in Fragile Territory

High redemption requests, insufficient new issuances, illiquid loans, and expensive bank borrowings create run-like conditions, according to a new paper.…Read More

Knowledge @ Wharton - 10/26/2026

Why Narcissistic Leaders Don’t Like Remote Work

A new study from Wharton’s Adam Grant finds narcissism is the common denominator among CEOs who are most resistant to remote and hybrid work.…Read More