Kristina Breckoمشاهده پروفایل
استادیار
Kristina Brecko is an Assistant Professor of Marketing at the Simon Business School, University of Rochester. Her research focuses on how consumer trade-offs influence firm strategies in areas like pricing, advertising, and sustainability, with direct policy implications. She explores topics such as harm reduction in conservation, sustainability-driven brand differentiation, and retail pricing dynamics impacting consumer accessibility, particularly for lower-income households. Her work combines field experiments, structural model estimation, and empirical methods. Notable collaborations include projects with Wesley Hartmann on water conservation and with Paul Ellickson on grocery retail pricing. She teaches MKT402: Marketing Management in the full-time MBA program and has engaged in IRB-approved studies (e.g., Stanford GSB IRB eProtocol 34922 and University of Rochester IRB Study 6951). Her research also examines the strategic implications of software pricing models and consumer upgrade behavior. Key contributions include analyzing fragmented grocery pricing strategies' effects on consumer choice constraints and studying how sustainability claims in unregulated markets drive brand competition. Her work on conservation harm reduction demonstrates the effectiveness of smart irrigation controllers in reducing water usage without cannibalizing abstinence efforts. She actively contributes to policy discussions through her frameworks and measurement techniques.
