Christina Kan

Assistant Professor


Education/Professional Certification

Ph.D., University of Colorado-Boulder

B.Comm., University of British Columbia

Areas of Expertise

Consumer Financial Decision Making

Pricing and Sales Promotions


Marketing professor Christina Kan’s research focuses on consumer behavior. Her research explores the psychology of consumer financial decision making, such as how people budget for their finances and how they make decisions under resource constraints. She also investigates the mental processes underlying consumer perceptions of price and sales promotion information. 

Professor Kan holds a Ph.D. in marketing from the University of Colorado-Boulder. Prior to pursuing her Ph.D., she worked in real estate marketing in Vancouver, Canada, and received her bachelors from the University of British Columbia. 

Featured Publications

Kan, Christina, Donald R. Lichtenstein, Susan Jung Grant and Chris Janiszewski (2014), “Strengthening the Influence of Advertised Reference Prices Through Information Priming,” Journal of Consumer Research, 40 (April), 1078-1096. Also featured in Journal of Consumer Research Curations: Behavioral Pricing (Winter 2017/2018).

Fernbach, Philip M., Christina Kan, and John G. Lynch, Jr. (2015), “Squeezed: Coping with Constraint Through Efficiency and Prioritization,” Journal of Consumer Research, 41 (February), 1204-1227. Co-winner Journal of Consumer Research 2018 Best Article Award.

McGraw, A. Peter, Caleb Warren, and Christina Kan (2015), “Humorous Complaining,” Journal of Consumer Research, 41 (February), 1153-1171. (Lead article)

Choe, Yuna, and Christina Kan (2021), “Budget Depreciation: When Budgeting Early Increases Spending,” Journal of Consumer Research, 47 (April), 937-958.

 Lynch, John G., Jr., Philip M. Fernbach, and Christina Kan (2023), “Auditing the Value of Empirical Audits,” Proceedings of the National Academy of Sciences

Choe, Yuna, Christina Kan and Evan Polman, “Divergent Effects of Budgeting for Gift- and Personal-Purchases,” forthcoming, Journal of Consumer Research.

Kan, Christina, Yan (Lucy) Liu, Donald R. Lichtenstein, and Chris Janiszewski, “The Negative and Positive Consequences of Placing Nonpromoted Products Next to Promoted Products,” forthcoming, Journal of Marketing.

Contact Information
Download CV