Lecture focus: consumer behavior, pleasure

“The New Science of Pleasure: Consumer Behavior and the Measurement of Well-Being,” will be addressed by Daniel L. McFadden, 2000 Nobel Laureate, at 7:30 p.m. Thursday, March 23, in Todd Hall 116.

The annual Bertha C. Leigh Distinguished Lecture in Economics is made possible by a gift from the family of Duane Leigh, retired as chair of the Economics Department in 2005.

McFadden is the E. Morris Cox Professor of Economics, director of the econometrics laboratory, and professor of the Graduate School at the University of California, Berkeley.

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