Dr. An Tran
Dr. An Tran studies how consumers form judgments and make decisions. Her research has been published in the Journal of Marketing Research, Business Horizons, the Journal of Consumer Marketing, among others, and was featured in The Wall Street Journal. She is the Director of Executive Programs. Before joining academia, Prof. Tran worked in various marketing and analytics roles at Microsoft.
Educational Background
- Ph.D., University of Colorado at Boulder
- Bachelor of Business Management, Singapore Management University
Publications
- Keel, A. &聽A. Tran聽(2023), 鈥淚ncreasing Small Nonprofits鈥� Influence through Strategic Storytelling,鈥澛�Business Horizons, 66(3), pp. 359-370.
- Tran, A.聽& A. Keel (2021), 鈥淭he Effects of Liking for Activities on Perceived Spare Time,鈥澛�Journal of Consumer Marketing, 38(2), pp. 159-167.
- Lee, J., H. Hwang,聽A. Tran聽& A. Keel (2019), 鈥淭he Mediation Effect of Inertia on Service Duration,鈥澛�Journal of Applied Structural Equation Modeling, 3(1), pp. 1-14.
- Tran, A.聽& J. G. Lynch Jr. (2018), 鈥淭he Effects of Breadth of Product Categories on Budgeting,鈥澛�NA 鈥� Advances in Consumer Research, Vol. 46, Eds. A. Gershoff, R. Kozinets, & T. White, Duluth, MN: Association for Consumer Research, pp. 440-443.
- Lee, J., H. Hwang &聽A. Tran聽(2017), 鈥淩epositioning Via Abstraction,鈥澛�NA 鈥� Advances in Consumer Research, Vol. 45, Eds. A. Gneezy, V. Griskevicius, & P. Williams, Duluth, MN: Association for Consumer Research, pp. 449-453.
- Berman, J. Z.,聽A. T.K. Tran, J. G. Lynch Jr. & G. Zauberman (2016) 鈥淓xpense Neglect in Forecasting Personal Finances,鈥澛�Journal of Marketing Research, 53 (August), pp. 535-550.
- Media coverage:聽The Wall Street Journal
Additional Information
Teaching Areas
- Consumer Behavior
- Services Marketing
- Principles of Marketing
- Digital Marketing
Research Interests:
- Judgment and decision making
- Time and inter-temporal judgment and decisions
- Consumer financial decision making
- Digital marketing
Faculty Website
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