Nancy Wong

Nancy Wong

Department Chair, Professor
Consumer Science Department; Retailing and Consumer Behavior Major; Personal Finance Major
Office 4216
608-265-5954
nywong@wisc.edu

I am a consumer psychologist who explores how cultural values influence consumption decisions, how people respond emotionally in different situations, and how materialistic values influence the way we consume. I am particularly interested in understanding how consumers make choices that could impact their health and financial well-being and promote environmental sustainability.

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Education

PhD, Business Administration, University of Michigan–Ann Arbor
MA, Social Psychology, University of Michigan–Ann Arbor
MBA, Marketing, University of California–Los Angeles
BBA, Accounting, York University

Advanced Consumer Behavior (CS 888)

Research Methods (InterHE 793)

“Skin Lightening and Social Capital: The Cultural Conceptions of Agency” in Marketing and Humanity: Discourses in the Real World.

“Conceptualizing the multiple dimensions of consumer financial vulnerability” Journal of Business Research.

“A Gift Economy Perspective on the Cycle of Financial Vulnerability,” Journal of MacroMarketing.

“The Ant and the Grasshopper: Understanding Personal Saving Orientation of Consumers,” Journal of Consumer Research.