Bowen Ruan

Bowen Ruan is an Assistant Professor in the Department of Marketing and Entrepreneurship at the University of Iowa's Tippie College of Business. He holds a PhD in Marketing from the University of Wisconsin-Madison and a BBA in Marketing from Shanghai Jiao Tong University. His research focuses on hedonic experiences, happiness, consumer well-being, curiosity, and decision-making processes.

Dr. Ruan's scholarly work explores how curiosity drives consumer behavior, the psychological mechanisms underlying hedonic experiences, and the dynamics of goal pursuit and motivation. His studies on the "Pandora Effect" and "Teasing Effect" reveal paradoxical aspects of curiosity and uncertainty in consumer decisions.

His recent publications span journals such as the Journal of Consumer Research and Psychological Science, covering topics like completion motivation, curiosity implications, and hedonic reactions to approaching stimuli. Research organizations at the university, including the Hawkinson Institute and Marketing Institute, provide context for his work.