Peter Boatwright

Co-Founder & Co-Director, Integrated Innovation Institute

Alan D. Shocker Professor of Marketing and New Product Development, Tepper School of Business

Courtesy Appointment, Mechanical Engineering

Peter Boatwright

Source: College of Engineering


5000 Forbes Avenue
Pittsburgh, PA 15213

Office: Posner 376

Phone: 412-268-4219





B.S. Mathematics, Wheaton College, 1990

M.S. Statistics, University of Wisconsin, 1993

M.B.A., University of Chicago, 1997

Ph.D., University of Chicago, 1998


Professor Boatwright’s research interests include product development processes and marketing of new products, consumer response models, analysis of promotional activities, Bayesian econometrics, and consumer response to assortment. Using eye-tracking experiments, he has studied the search and choice decision process of a customer at a shelf. He has developed and implemented tools and techniques for product innovation and has a patent pending on a research method for a product’s visual design. He has studied the effect of packaging and product shape on buying habits. A proponent of interdisciplinary research, he collaborates with colleagues at the Carnegie Institute of Technology, the School of Design, and the Department of Statistics to develop new education programs and research findings about customers and their decisions. His scholarly research has been published in leading research journals including Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Decision Analysis, and Quantitative Marketing and Economics

Selected Publications

Tovares, Noah, Peter Boatwright, Jonathan Cagan (2014) “Experiential Conjoint Analysis: An Experience-Based Method for Eliciting, Capturing, and Modeling Consumer Preference” Journal of Mechanical Design 136, 101404 (2014) (12 pages); 

Stüttgen, Peter, Peter Boatwright, and Robert T. Monroe (2012) “A Satisficing Choice Model,” Marketing Science, Vol. 31, No. 6 (Nov-Dec), pp. 878-899. 

Orsborn, Seth, Jonathan Cagan, and Peter Boatwright (2009) “Quantifying Aesthetic Form Preference in a Utility Function,” Journal of Mechanical Design, Vol. 131, 061001-1-10.

Boatwright, Peter, Jonathan Cagan, Dee Kapur, and Al Saltiel (2009) “A Step by Step Process to Build Valued Brands”, Journal of Product and Brand Management, 18, 1, 38-49.

Orsborn, Seth, Peter Boatwright and Jonathan Cagan (2008) “Identifying Product Shape Relationships Using Principal Component Analysis” Research in Engineering Design, 18, 4 (Jan), 163-180.

Orsborn, Seth, Jonathan Cagan, and Peter Boatwright (2008) “A Methodology For Creating A Statistically Derived Shape Grammar Composed Of Non-Obvious Shape Chunk”, Research in Engineering Design, 18, 4 (Jan), 181-196.

Boatwright, Peter, Suman Basuroy, and Wagner Kamakura (2007) “Reviewing the Reviewers: The Impact of Individual Film Critics on Box Office Performance”, Quantitative Marketing and Economics, 5, 4 (Dec.), 401-425.

Boatwright, Peter, Sharad Borle, and Kirthi Kalyanam (2007), “Deconstructing Each Item’s Category Contribution,” Marketing Science, 26, 3 (May-June), 1-15.

Boatwright, Peter, Sanjay Dhar, and Peter Rossi (2004), “The Role of Retail Competition, Demographics, and Account Retail Strategy as Drivers of Promotions Sensitivity,” Quantitative Marketing and Economics, 2, 169-190.

Nunes, Joseph and Peter Boatwright (2001) “Incidental Prices and Their Effect on Consumer Willingness to Pay”, Journal of Marketing Research, 41, 4, 457-466.