Kristen Duke

Kristen Duke is an Assistant Professor of Marketing and a Research Fellow in the Behavioural Economics in Action at Rotman (BEAR) center. Her research investigates how consumers make decisions and experience the outcomes of those decisions—particularly when they involve risk, uncertainty, or complex emotions. Her work explores the impact of choice structures and framing of information on choice and welfare. She has a secondary interest in the psychology of technology. Her research has been published in several journals, including Journal of Consumer Research, Marketing Science, Journal of Experimental Psychology: General, Nature Medicine, and Organizational Behavior and Human Decision Processes, and has been featured in popular press outlets including Harvard Business Review, Late Night with Seth Meyers, The Wall Street Journal, The New York Times, NPR, and Time Magazine.