Troy Campbell, an assistant professor of marketing at the University of Oregon’s Lundquist College of Business, has been named to the Pacific Standard magazine list of 30 top thinkers under 30.

His lifelong interest in what people “love, like, and find most important” has led him on quite the academic journey. His study of psychology, as well as a realization during a creative writing workshop, resulted in a dissertation examining what affects a person’s perception and enjoyment of an activity, a product or creative work.  

Campbell found that people enjoy things more if they feel that they are good at doing them and understanding them. This has strong repercussions in the marketing world.

“Businesses shouldn’t just make great products,” Campbell said. “They should make people feel great at using the products.”

This theory has applications in multiple areas, such as finding ways to encourage people to be more environmentally responsible. All of this valuable research has made clear one simple fact for Campbell: he likes to know what makes people smile.

The “Pacific Standard” “Thirty Under 30” list highlights millennials who are “clear-minded, self-directed, nobly intentioned, action-oriented, extraordinarily motivated — and crazy bright.” The list will feature an individual a day throughout the month.