An Tran | Research

RESEARCH

Professor An Tran 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 perceive and use their resources. Using a combination of behavioral experiments, field studies and surveys, she examines topics such as how people form perceptions of how much spare time and money they have, 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. Her research has also been presented at international conferences.

FEATURED PUBLICATIONS

Keel, Astrid L. and An T.K. Tran (2023), “Increasing Small Non-Profits’ Influence through Strategic Storytelling,” Business Horizons, 66(3), 359-370.

Tran, An T.K. and Astrid L. Keel (2021), “The Effects of Liking for Activities on Perceived Spare Time,” Journal of Consumer Marketing, 38(2), 159-167.

Lee, Jonathan, Heungsun Hwang, An Tran and Astrid Keel (2019), “The Mediation Effect of Inertia on Service Duration,” Journal of Applied Structural Equation Modeling, 3(1), 1-14.

Tran, An and John G. Lynch Jr. (2018), "The Effects of Breadth of Product Categories on Budgeting," NA - Advances in Consumer Research, Vol. 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN: Association for Consumer Research, 440-443.

Lee, Jonathan, Heungsun Hwang, and An Tran (2017), "Repositioning Via Abstraction," NA - Advances in Consumer Research, Vol. 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN: Association for Consumer Research, 449-453.

Berman, Jonathan Z., An T.K. Tran, John G. Lynch Jr., and Gal Zauberman (2016) “Expense Neglect in Forecasting Personal Finances,” Journal of Marketing Research, 53 (August), 535-550.

- Media coverage: The Wall Street Journal.

CONFERENCE PRESENTATIONS

PRESENTING AUTHOR IN BOLD

Tran, An and John G. Lynch Jr. (October 2018), "The Effects of Breadth of Product Categories on Budgeting", Association for Consumer Research, Dallas, TX.

Lee, Jonathan, Heungsun Hwang, and An Tran (October 2017), “Repositioning via Abstraction”, Association for Consumer Research, San Diego, CA.

Berman, Jonathan, An T. K. Tran, John Lynch and Gal Zauberman (July 2014), “Expense Neglect in Forecasting Personal Finances”, Behavioral Decision Research in Management, London, England.

Berman, Jonathan, An T. K. Tran, John Lynch and Gal Zauberman (November 2013), “Expense Neglect in Forecasting Personal Finances”, Society for Judgment and Decision Making, Toronto, Canada.

Berman, Jonathan, An T. K. Tran, John Lynch and Gal Zauberman (October 2013), “Expense Neglect in Forecasting Personal Finances”, Association for Consumer Research, Chicago, IL.

Berman, Jonathan, An T. K. Tran, John Lynch and Gal Zauberman (May 2013), “Expense Neglect in Forecasting Personal Finances”, Conference for Consumer Financial Decision Making, Boulder, CO.

Williams, Lawrence and An T. K. Tran (October 2010), “Distance Makes the Will Grow Weaker: When Distance Hinders Self-Control”, Association for Consumer Research, Jacksonville, FL.