Professor Emeritus John G. Myers, 89, an expert in the science of consumer behavior, died on Oct. 14 in Oakland, Calif.
Myers, who joined Berkeley’s business school in 1964, was one of the early trained behavioral scientists in marketing studies. Among his areas of research were promotional incentives, e-commerce consumer behavior, and consumer indecision, as well as the management of brands and trademarks in Russia.
His fascination with the factors that affect people’s choices—and how to use evolving technologies to define, measure, and analyze those factors—drove his many scholarly pursuits and, ultimately, his leadership at Haas. In the 1980s, he served as associate dean of academic affairs, of curriculum, and of the graduate school. He chaired the Marketing and International Business Group from 1974 to 1977 and was director of the PhD program from 1982 to 1985.