Kristin Diehl

Kristin Diehl is a Professor of Marketing at the University of Southern California's Marshall School of Business. Her research focuses on consumer behavior, particularly how people engage with experiences through photography, search for product information in digital environments, and form memories of consumption events. She holds a PhD from Duke University and a Diplom-Kauffrau from Johannes Gutenberg University.

Diehl's work bridges psychology and marketing, examining topics like the impact of sharing photos on social media, the role of mental simulations in decision-making, and the design of retail environments. She has published in top journals including the Journal of Consumer Research and Psychological Science, and received the 2010 Early Career Award from the Association for Consumer Research.

She serves on editorial boards for the Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. Teaching responsibilities include consumer behavior courses for both undergraduate and graduate students, with prior roles at the University of South Carolina and Duke University.

Her media engagements include NPR, KCRW, and Marketplace, where she discusses topics like holiday shopping trends, photo-taking behavior, and consumer psychology in digital contexts. Diehl’s research also extends to AI voice assistants and the role of reviews enhanced by visual content.