Nancy Wong headshot

Nancy Wong

Kohl's Chair in Retail Innovation; Department Chair; Professor
Consumer Science Department; Consumer Behavior & Marketplace Studies Major; Personal Finance Major
Office 4216

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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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

Recent press

The presidential election and rising COVID cases prompt some to stockpile groceries again, Marketplace, November 4, 2020
How consumer culture has changed in recent decades, Wisconsin Public Radio, August 3, 2020
Wisconsin still going green during COVID-19 pandemic, giving sustainability advocates hope for future, Green Bay Press-Gazette, July 29, 2020
8 apps to help you save money on your utility bills, House Beautiful, April 23, 2020

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.