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Rotman School Professor Wins Ferber Award from the Association of Consumer Research.

December 2 2019

Toronto - A marketing professor from the University of Toronto's Rotman School of Management has won The Ferber Award, awarded to the best dissertation-based article published in the most recent volume of the Journal of Consumer Research.

Kristen Duke is an assistant professor of marketing who joined the Rotman School earlier this year. She has a PhD in marketing from the University of California San Diego.  Her research investigates how consumers make decisions and experience the outcomes of those decisions, particularly when they involve risk, uncertainty, or complex emotions.

The study, Guilt Dynamics: Consequences of Temporally Separating Decisions and Actions, co-authored with On Amir at the University of California San Diego, shows that people experience two forms of guilt: some tied to their decisions, and some tied to their actions. Accordingly, when more time passes between when people choose to perform a guilt-inducing behavior and when they actually perform it, their decision guilt decays and they will feel less guilty during the behavior.


Prof. Duke was presented the award at the annual conference of the Association for Consumer Research, which was held in Atlanta in October.

The Robert Ferber Award competition is held annually in honour of one of the founders and the second editor of the Journal of Consumer Research. The Ferber Award judges select the winner based on nominations provided by the JCR Editorial Review Board.

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Rotman School of Management
University of Toronto
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