His primary research focuses on the study of attitudes, persuasion, and social influence. A Kellogg School faculty member since 2005, he has been published in numerous academic journals including the Journal of Personality and Social Psychology and the Journal of Consumer Psychology. Professor Rucker is also the academic director of the Kellogg School's Center for Global Marketing Practice and is one of the lead researchers for the Kellogg Shopper Index, an ongoing study of consumers and their spending habits.