Professor Maxham examines quantitative consumer models that help marketing scholars and retail managers better understand how customer attitudes and behaviors shape financial performance over time. Previously employed by the NCR Corporation and Russell Stover Candies, Professor Maxham currently teaches Customer Analytics at the University of Virginia. He also teaches global immersion courses that explore business, economics, and culture in China and Southeast Asia.

Professor Maxham is a member of the American Statistical Association, the Institute for Operations Research and the Management Sciences (INFORMS), and the American Marketing Association. His research has appeared in Marketing ScienceJournal of MarketingJournal of Marketing Research; Journal of Applied Psychology; and Journal of Retailing, among others. He has served on the editorial review board of Journal of Marketing, and he currently serves on the editorial review boards of Journal of the Academy of Marketing Science; Journal of Retailing; and Journal of Service Research.