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Who We Are > Michael Rothschild

Beth Mastin
Sallie Bodie Karen Hodgkiss Roselle Kovitz
Gale Petersen Michael Rothschild Catherine Stifter

“My research interests lie in the areas of how people make decisions when they don’t care enough about the outcome of the decision, how marketing variables can influence these decisions and how these topics pertain to public health and social issues. This work is based on a conceptual framework of behavior management that presents new ideas of how marketing, education and law can be used to solve public health behavior problems.”

Michael L. Rothschild
mrothschild@bus.wisc.edu

Michael Rothschild is Emeritus Professor at the School of Business, University of Wisconsin, where he has been on the faculty since 1975. Since 1995, he has focused his work on social marketing issues.

Social marketing is the application of commercial marketing techniques to public health and other social issue problems. Just as commercial marketers develop products, set appropriate prices, consider the best times and places to be available, and promote their products through advertising and incentives, social marketers do the same thing to influence individuals to change their behavior. Marketers reduce the barriers to desired behavior by making rewards more accessible or by changing the environment so that it becomes easier to fit the desired behavior into existing life styles.

Mike has worked on a variety of social marketing projects related to topics such as reducing driving after excessive drinking, reducing obesity, reducing binge drinking on college campuses, increasing produce consumption and exercise, and inhibiting the onset of smoking among teenagers. With project partner MasComm Associates, Mike was recently the principal investigator for the Road Crew drunk driving project, funded by the National Highway Traffic Safety Administration, the Wisconsin Department of Transportation and Miller Brewing.

He is currently Distinguished Scholar in Residence at the National Cancer Institute of the National Institutes of Health, where he is working with the Center for Strategic Dissemination.

His work has been published in the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, and Social Marketing Quarterly. Professor Rothschild also has written two textbooks in the areas of advertising and marketing communications, has published over 80 articles, and is currently an Associate Editor of Social Marketing Quarterly.

Parallel to his academic career he also has worked for three advertising agencies, and has worked with the Federal Trade Commission, the United States Department of Transportation, the National Cancer Institute, the Turning Point Initiative, the California Department of Health Services, the Wisconsin Department of Health and Family Services, the Wisconsin Department of Transportation, and the Wisconsin Attorney General.