Eunbin O

Dr. Eunbin O is a Research Fellow in the Marketing Discipline Group at the University of Technology Sydney (UTS) Business School. She specializes in consumer behavior, focusing on cultural orientation, political ideology, materialism, and financial well-being. Her research employs behavioral experiments and collaborates with organizations like Commonwealth Bank Australia. She holds a PhD in Marketing from the University of Sydney, an MA in Social Psychology from Seoul National University, and a BA in Psychology from the University at Albany, SUNY.

• Education: PhD in Marketing (University of Sydney), MA in Social Psychology (Seoul National University), BA in Psychology (University at Albany)

Her research interests explore how psychological traits and cultural contexts influence consumer decision-making. She investigates topics such as status consumption, materialism’s subcomponents, and the interplay between cultural orientations and consumer behavior. Recent work examines climate literacy’s role in sustainable consumer actions and financial well-being strategies.

Teaching includes courses on Customer Experience and Behaviour at UTS. Funded research areas include consumer well-being, cultural impacts on consumption, and sustainability in marketing.