ABOUT AN

Professor An Tran is an Associate Professor of Marketing and Analytics and Director of Executive Programs at the University of La Verne. She received her Ph.D. in marketing from the University of Colorado at Boulder and a Bachelor of Business Management from the Singapore Management University.

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She studies consumer behavior and is interested in how psychology and marketing can be used to understand people's judgments and decisions, and improve consumer welfare. She is particularly interested in how people form perceptions of and use their resources, such as time or money. Using a combination of behavioral experiments, field studies and surveys, she examines topics such as how people form perceptions of their spare time and money, how people behave when they feel rich or poor in a certain resource, and what factors may improve consumer judgments and decisions regarding using their resources. Professor Tran’s research has been published in journals such as Journal of Marketing Research, Business Horizons, and Journal of Consumer Marketing, and has received attention at media outlets such as the Wall Street Journal.

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Prior to joining ULV, she was a faculty member at Drexel University and the University of San Francisco; and prior to academia, she worked in various marketing and analytic roles at Microsoft.

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She lives in Southern California. In her free time, she enjoys the outdoors, gardening and traveling.