David M. LaCross Associate Professor of Business Administration
Baucells researches the incorporation of psychological realism into consumer behavior models, focusing on factors like anticipation, reference point comparison, mental accounting, psychological distance and satiation. He is an expert in consumer behavior, decision analysis and game theory.
Prior to his time at Darden, Baucells taught at IESE Business School and the University Pompeu Fabra in Barcelona, as well as served as senior economist at the Rand Corporation in California. He is co-author of the book Engineering Happiness, which applies principles of behavioral economics to happiness, and which was honored with the Decision Analysis Society Publication Award in 2014.
M.S., Universitat Politècnica de Catalunya; MBA, IESE Business School; Ph.D., UCLA Anderson School of Management