Professor Landgraf’s research explores the changes in consumer behavior that have kicked off in the last two decades. In the branding area, she focuses on changes to consumer brand preference due to macrolevel factors such as terrorism, pandemics, or political climate. In the psychology of technology area, she studies how consumers interact with technology and use data. Professor Landgraf’s work has been published in marketing journals such as Industrial Marketing Management and presented at leading national and international conferences such as ACR. Her work also received the 2021 EMAC-Sheth Foundation Sustainability Research Competition Award.
Professor Landgraf teaches classes on Marketing Research and Analytics at the undergraduate and graduate levels. Before coming to UVA, she taught in the core marketing curriculum as a Visiting Lecturer at UConn School of Business and quantitative methods in the DBA program at IE Business School.
Professor Landgraf received a Ph.D. in Marketing from IE Business School in Spain, and a Ph.D. in Economics from St. Petersburg State University in Russia. She also completed research stays at the University of Connecticut and Esade Business School in Spain.