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Kristen Duke

Kristen Duke

Assistant Professor of Marketing


PhD, University of California San Diego | BA, The College of New Jersey


Kristen Duke is an Assistant Professor of Marketing at Rotman at the University of Toronto. Her research investigates how consumers make decisions and experience the outcomes of those decisions—particularly when they involve risk, uncertainty, or complex emotions. Her research has been published in journals such as Journal of Consumer Research, Journal of the Association for Consumer Research, and Organizational Behavior and Human Decision Processes, and has been featured in popular press outlets including Late Night with Seth Meyers, The Wall Street Journal, The New York Times, NPR, Time Magazine, and Harvard Business Review.

Academic Positions

  • 2019 - present

    Assistant Professor of Marketing, University of Toronto

  • 2019 - present

    Research Fellow, Behavioural Economics in Action (BEAR)

Selected Publications - Papers

Research and Teaching Interests

Consumer behavior, judgment and decision making, framing and choice structure effects, risk and uncertainty, emotions

Honors and Awards

  • 2020

    Business School Research with Social Impact, Ranked #1, Financial Times

  • 2019

    Ferber Award (best dissertation-based article), Journal of Consumer Research