Nancy Wong

Nancy Wong

Department Chair, Kohl's Chair in Retail Innovation, Faculty Director
Consumer Science Department; Retailing and Consumer Behavior Major; Kohl's Center for Retailing
Office 4216
608-265-5954
nywong@wisc.edu
To see a World in a Grain of Sand and a Heaven in a Wild Flower.

–William Blake

My research has focused on the influence of culture in consumption decisions, affective responses, and consumption values such as materialism. In addition to exploring methodological issues in cross-cultural research, I also conduct research on consumer decisions in healthcare, personal finance and sustainable consumption. My research has been published in Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Psychological Methods, Cognition and Emotion.

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CS 657 – Consumer Behavior

CS 888 – Advanced Consumer Behavior

Selected Publications:

1. Shrum, L.J., Nancy Wong, Farrah Arif, Sunaina Chugani, Alexander Gunz, Tina M. Lowrey, Agnes Nairn, Mario Pandelaere, Spencer M. Ross, Ayalla Ruvio, Kristin Scott, and Jill Sundie (2013) “Reconceptualizing Materialism as Identity Goal Pursuits: Functions, Processes, and Consequences” Journal of Business Research, 66(8), 1179-1185.

2. Way, Wendy, Nancy Wong, and Damiana Gibbons (2011) “Social Network Sites and Internet Forums: An Investigation of Interactions around Personal Finance in the Online Social World” Madison, WI: Social Security Administration Financial Literacy Research Consortium Working Paper.
3. Koert Van Ittersum and Nancy Wong (2010) “The Lexus or the Olive Tree? Trading off Between Global Convergence and Local Divergence” International Journal of Research in Marketing, 27(2), June, 107-118.

4. Rindfleisch, Aric, Nancy Wong and James Burroughs (2010) “God and Mammon: The Inluence of Religiosity on Brand Connections” in The Connected Customers, Mahwah, NJ: Lawrence-Erlbaum, 163-201.

5. Way, Wendy and Nancy Wong (2010) “Harnessing the Power of Technology to Enhance Financial Literacy Education and Personal Financial Well-Being: A Literature Review, Proposed Model and Action Agenda, Madison, WI: Social Security Administration Financial Literacy Research Consortium Working Paper.
6. Rindfleisch, Aric, James Burroughs and Nancy Wong (2009) “The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection” Journal of Consumer Research, 36(1), June, 1-16. Lead article.

7. Wong, Nancy and Tracey King (2008) “The Cultural Construction of Risk Understandings through Illness Narratives” Journal of Consumer Research, 34(5), February, 579-594. Lead article.
8. Wong, Nancy and Richard Bagozzi (2005) “Affect Intensity as a Function of Psychological Distance and Cultural Orientation,” Journal of Business Research, 58(4), 533-542.

9. Wong, Nancy (2004) “The Role of Culture in the Perception of Service Recovery” Journal of Business Research, 57(9), 957-963.

10. Wong, Nancy, Aric Rindfleisch and James Burroughs (2003) “Do Reverse-Worded Scales Confound Results in Cross-Cultural Research? The Case of the Materialism Values Scale” Journal of Consumer Research, 30(1), June, 72-91.

11. Ahuvia, Aaron and Nancy Y. Wong (2002) “Personality and Values Based Materialism: Their Relationship and Origins,” Journal of Consumer Psychology, 12(4), 389-402.

12. Bagozzi, Richard P., Nancy Wong, Shuzo Abe, and Massimo Bergami (2000) “Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption,” Journal of Consumer Psychology, 9(2), 97-106.

13. Bagozzi, Richard P., Nancy Y. Wong and Youjae Yi (1999) “The Role of Culture and Gender in the Relationship between Positive and Negative Affect,” Cognition and Emotion, 13(6), 641-672.

14. Wong, Nancy Y. and Aaron Ahuvia (1998) “Personal Tastes and Family Face: Self-Concepts and Luxury Consumption in Confucian and Western Societies”, Psychology and Marketing, 15(5), 423-441.

15. Peng, Kaiping, Richard Nisbett and Nancy Y.C. Wong (1997) “Validity Problems Comparing Values across Cultures and Possible Solutions” Psychological Methods, 2(4), 329-344.