Bypass the primary and secondary navigation and continue reading the main body of the page
Return to the University of La Verne home page
Dr. An Tran

Dr. An Tran

Associate Professor, Marketing

Data Analytics / Marketing and Law
College of Business
Office: (909) 448-4083
La Verne / College of Business 127

Dr. An Tran studies how consumers form judgments and make decisions. Her research has been published in the Journal of Marketing Research, Business Horizons, the Journal of Consumer Marketing, among others, and was featured in The Wall Street Journal. She is the Director of Executive Programs. Before joining academia, Prof. Tran worked in various marketing and analytics roles at Microsoft.

Educational Background

  • Ph.D., University of Colorado at Boulder
  • Bachelor of Business Management, Singapore Management University

Publications

  • Keel, A. & A. Tran (2023), “Increasing Small Nonprofits’ Influence through Strategic Storytelling,” Business Horizons, 66(3), pp. 359-370.
  • Tran, A. & A. Keel (2021), “The Effects of Liking for Activities on Perceived Spare Time,” Journal of Consumer Marketing, 38(2), pp. 159-167.
  • Lee, J., H. Hwang, A. Tran & A. Keel (2019), “The Mediation Effect of Inertia on Service Duration,” Journal of Applied Structural Equation Modeling, 3(1), pp. 1-14.
  • Tran, A. & J. G. Lynch Jr. (2018), “The Effects of Breadth of Product Categories on Budgeting,” NA – Advances in Consumer Research, Vol. 46, Eds. A. Gershoff, R. Kozinets, & T. White, Duluth, MN: Association for Consumer Research, pp. 440-443.
  • Lee, J., H. Hwang & A. Tran (2017), “Repositioning Via Abstraction,” NA – Advances in Consumer Research, Vol. 45, Eds. A. Gneezy, V. Griskevicius, & P. Williams, Duluth, MN: Association for Consumer Research, pp. 449-453.
  • Berman, J. Z., A. T.K. Tran, J. G. Lynch Jr. & G. Zauberman (2016) “Expense Neglect in Forecasting Personal Finances,” Journal of Marketing Research, 53 (August), pp. 535-550.
    • Media coverage: The Wall Street Journal

Additional Information

Teaching Areas

  • Consumer Behavior
  • Services Marketing
  • Principles of Marketing
  • Digital Marketing

Research Interests:

  • Judgment and decision making
  • Time and inter-temporal judgment and decisions
  • Consumer financial decision making
  • Digital marketing

Faculty Website

https://www.drantran.com

To explore the scholarship and creative works of University of La Verne faculty, please visit the Research Works profiles hosted by Wilson Library.

Is this your profile? Request profile updates.