معرفی
Leona Tam is the Associate Dean (International) and Professor of Marketing at the University of Technology Sydney (UTS). She holds a Ph.D. in Marketing from Texas A&M University and degrees from The Chinese University of Hong Kong. Her research focuses on behavioral recurrence, consumer psychology, and decision-making in personal finance and health, emphasizing habitual behaviors and loyalty mechanisms. She has developed the Personal Saving Orientation (PSO) scale and explored differential consumer responses to promotions. Tam has held leadership roles including Head of Marketing at UTS and Associate Dean (Research) at the University of Wollongong. Her work appears in top journals like Journal of Consumer Research and Psychological Science.
Education:
- Ph.D. in Marketing, Texas A&M University (2005)
- M.Phil in Marketing, The Chinese University of Hong Kong
- B.B.A. in Marketing, The Chinese University of Hong Kong
Research Interests: Her work spans saving behaviors, consumer habits, brand loyalty, and health-related decision-making. Recent projects examine habit vs. loyalty dynamics, temporal effects on financial behavior, and health maintenance strategies. She bridges consumer psychology with practical marketing solutions, such as improving savings interventions and privacy management in digital contexts.
Teaching & Supervision: She teaches Marketing Management, Consumer Behavior, and Research Methods. Successfully supervises PhD students in marketing and consumer behavior domains. Her funded research explores judgment and decision-making in recurring behaviors like habits and brand loyalty.
Labs/Teams: Active in UTS Business School research groups focused on consumer behavior and marketing strategy, contributing to interdisciplinary projects on health, finance, and sustainability.
