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Kristen Duke

Kristen Duke

Assistant Professor of Marketing


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

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Kristen Duke is an Assistant Professor of Marketing and a Research Fellow in the Behavioural Economics in Action at Rotman (BEAR) center. Her research investigates how consumers make decisions and experience the outcomes of those decisions—particularly when they involve risk, uncertainty, or complex emotions. Her work explores the impact of choice structures and framing of information on choice and welfare. She has a secondary interest in the psychology of technology. Her research has been published in journals such as Journal of Consumer Research, Marketing Science, Journal of Experimental Psychology General, Journal of Consumer Psychology, Nature Medicine, and Organizational Behavior and Human Decision Processes, and has been featured in popular press outlets including Harvard Business Review, Late Night with Seth Meyers, The Wall Street Journal, The New York Times, NPR, and Time Magazine.

Academic Positions

  • 2019 - present

    Assistant Professor of Marketing, University of Toronto

  • 2019 - present

    Research Fellow, Behavioural Economics in Action (BEAR)

Selected Publications - Papers

Selected Publications - Forthcoming

  • A Behavioural Science Framework to Address Latent Demand in Mental Healthcare

    R. Rondina, C. Quan , K. Duke, & D. Soman

    Nature Medicine

Research and Teaching Interests

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

Honors and Awards

  • 2021

    Award for Responsible Research in Marketing, AMA-EBSCO-RRBM

  • 2020

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

  • 2019

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