معرفی
Christina Kan is an Associate Professor of Marketing at the University of Connecticut’s School of Business. She holds a Ph.D. in Marketing from the University of Colorado-Boulder and a B.Comm. from the University of British Columbia. Her research focuses on consumer financial decision-making, pricing strategies, and the psychological mechanisms underlying consumer behavior. Before academia, she worked in real estate marketing in Vancouver, Canada.
Her research explores how consumers manage budgets, respond to pricing promotions, and make decisions under resource constraints. Notable contributions include studies on budget depreciation, gift vs. personal purchase budgeting, and the impact of product placement on consumer choices. Her work has been featured in top journals like the Journal of Consumer Research and Journal of Marketing.
Dr. Kan’s 2015 article "Squeezed: Coping with Constraint Through Efficiency and Prioritization" won the Journal of Consumer Research 2018 Best Article Award. Her recent studies (2023) address empirical audit methodologies and the divergent effects of budgeting for gifts versus personal purchases. She actively contributes to academic discourse on consumer behavior and marketing strategy.
