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Nguyen T. Pham, Ph.D.

Assistant Professor

Photo of Nguyen T. Pham

Ph.D., Arizona State University

M.B.A, Rutgers University

B.S, Vietnam National University

Bey Hall 158

Dr. Pham
believes that education has the power to change and improve our lives. She
consistently strives to provide students with knowledge and understanding that
can be applied well beyond the walls of the classroom. Dr. Pham has taught
different undergraduate and graduate marketing classes, both face-to-face and
online, such as Consumer Behavior, Food Marketing, Marketing Analytics,
Marketing Research, Principles of Marketing, Services Marketing, etc.

Dr. Pham’s
current research is in the area of marketing focusing on consumer behavior,
which involves understanding the role of various psychological processes
underlying consumers’ judgments and decision making. She has two primary
streams of research: (1) Food decision making and consumer well-being; and (2)
Emotions and consumer-brand relationships. Her articles have been published in
marketing journals, such as the Journal of Public Policy & Marketing,
European Journal of Marketing, and the Journal of the Association for Consumer
Research. Dr. Pham has presented her research at many national and
international conferences. Her work is also featured in major media outlets,
such as Yahoo! Health, Forbes, The Huffington Post, etc.

Dr. Pham
received her Ph.D. in Marketing from Arizona State University, her MBA degree
(summa cum laude) from Rutgers University, and a B.S. from Vietnam National

Scholarly Articles

Pham, Nguyen, and Naomi Mandel (2019), What Influences Consumer Evaluation of Genetically Modified Foods?” Journal of Public Policy & Marketing, 38(2), 263-279

Pham, Nguyen, Maureen Morrin, and Melissa G. Bublitz (2019), “Flavor Halos and Consumer Perceptions of Food Healthfulness,” European Journal of Marketing, 53(4), 685-707.

Pham, Nguyen, Naomi Mandel, and Andrea C. Morales (2016), “Messages from the Food Police: How Food-related Warnings Backfire among Dieters,” Journal of the Association for Consumer Research, 1(1), 175-190.

Refereed Conference Papers (* denotes presenter)

Pham, Nguyen*, Naomi Mandel, Andrea Morales (2015), “The Role of Reactance in One-sided Appeals: How Food-related Messages Backfire among Dieters,” competitive paper, 2015 Society for Consumer Psychology, Phoenix, USA.

Rank-Christman, Tracy*, Maureen Morrin, May O. Lwin, and Nguyen Pham (2014), “Ethical Mindsets and Moral Transgression Classification: When Cleansing Licenses Consumer Indulgence”, poster, 2014 Association for Consumer Research, Baltimore, USA.

Pham, Nguyen* and Naomi Mandel (2014) ,”Positive Affect At the
Intersection of Two Cognitive Processes Magnifies the Second Process”,
poster, 2014 Association for Consumer Research, Baltimore, USA.

Pham, Nguyen*, Maureen Morrin, May Lwin, Melissa Bublitz (2014) ,”Minty Fresh! Absolving Dieters of Their Consumption Sins”, competitive paper, 2014 Association for Consumer Research, Baltimore, USA.