Professor Maxham examines quantitative consumer models that help marketing scholars and managers better understand how customer attitudes, behaviors, and experiences 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’s research has appeared in Marketing ScienceJournal of MarketingJournal of Marketing ResearchJournal of Applied Psychology; and Journal of Retailing, among others. He serves on the editorial review boards of Journal of Marketing; Journal of the Academy of Marketing Science; and Journal of Retailing, and serves as an Associate Editor at Journal of Service Research.