Kristina Brecko

Kristina Brecko is an Assistant Professor of Marketing at the Simon Business School, University of Rochester. Her research focuses on consumer decision-making, firm strategies, and public policy, with a particular emphasis on sustainability, harm reduction in conservation, and retail pricing dynamics. She employs field experiments, structural models, and empirical methods to explore how consumer trade-offs influence business practices and policy design.

Her work examines topics such as retailer pricing strategies' impact on consumer access to groceries, the role of sustainability in brand differentiation, and the application of harm reduction frameworks to environmental challenges like water conservation. She collaborates with researchers like Wesley Hartmann and has contributed to policy-relevant insights, such as the effectiveness of smart irrigation controllers in promoting water conservation among high consumers.

Brecko teaches Marketing Management (MKT402) in the full-time MBA program and has ongoing research projects exploring brand preference formation, long-run impacts of water conservation interventions, and the strategic use of place-based messaging. Her research has been published in Marketing Science and is under review at leading journals.