Uzma Khan is associate professor of marketing at University of Miami. Khan is an expert on consumer behavior, marketing management, and decision-making. Her research focuses on goals and motivation, sequential decision-making, self-control, risk perception, and choice architecture. Her work has been published in top journals including Journal of Consumer Research, Journal of Marketing Research, Management Science, and Psychological Science. She serves on editorial review boards for Journal of Marketing Research and Journal of Consumer Psychology and has consulted for clients in airline, education and high-tech industries.
Judgment and decision-making; motivation; emotions; self-control; and risk perception
Khan, Uzma & Daniella Kupor (Forthcoming), “Value Atrophy in Risk Perception,” Journal of Consumer Research.
Jia, Jayson, Uzma Khan & Ab Litt (2015), “The Effect of Self-Control on the Construction of Risk Perceptions,” Management Science, 61(9), 2259-2280.
Hamilton et al. (2014), “Consumer Substitution Decisions: An Integrative Framework,” Marketing Letters, 25(3), 305-317.
Kim, Eunice, Uzma Khan, & Ravi Dhar (2013), “Comparing Apples to Apples or Apples to Oranges: The Role of Mental Representation in Choice Difficulty,” Journal of Marketing Research, 50(4), 505-516.
Khan, Uzma & Zakary Tormala (2012), “Inviting Questions”, Journal of Consumer Psychology, 22(3), 408-417.
Khan, Uzma, Meng Zhu & Ajay Kalra (2011), “When Tradeoffs Matter: The Effect of Choice Construal on Context Effects,” Journal of Marketing Research, 48(1), 62-71.
Khan, Uzma & Ravi Dhar (2010), “Price Framing Effects on Purchase of Hedonic & Utilitarian Bundles,” Journal of Marketing Research, 47(6): 1090- 1099.
Litt, Ab, Uzma Khan & Baba Shiv (2010), “Lusting While Loathing: Parallel Counter-Driving of Wanting & Liking,” Psychological Science 21(1): 118-25.
Khan, Uzma & Ravi Dhar (2007), “Where There Is a Way, Is There a Will? The Effect of Future Choices on Current Preferences,” Journal of Experimental Psychology-General, 136: 277-288.
Dhar, Ravi, Joel Huber & Uzma Khan (2007), “The Shopping Momentum Effect,” Journal of Marketing Research, 44 (3): 370-378.
Khan, Uzma & Ravi Dhar (2006), “Licensing Effect in Consumer Choice,” Journal of Marketing Research, 43: 259-266.
Griffin, Dale, Wendy Liu & Uzma Khan (2005), “A New Look at Constructed Choice Processes,” Marketing Letters, 16(3): 321-333.
Khan, Uzma, Klaus Wertenbroch & Ravi Dhar (2005), “A Behavioral Decision Theory Perspective on Hedonic & Utilitarian Choice,” in Inside Consumption: Frontiers of Research on Consumer Motives, Goals, & Desires (Ed.) S. Ratneshwar & David Glen Mick, Routledge: 144-165.
