Research

My research centers on understanding consumers by studying two key forms of human expression: creativity and emotion. I investigate how consumers can harness their creativity and manage their emotions to solve consumption problems, which benefits marketers and consumers alike. As humans are inherently social beings, I explore these two substantive areas in relation to social influences in the environment. Within the area of social influences, I have a growing stream of research exploring consumer behaviors that are influenced by the use of mobile devices.

Manuscripts In Revision (* denotes principal investigator)

Ferguson, Kristen A.*, Kelly B. Herd, and Stefan J. Hock, “The Impact of Social Density on New Product Creativity”; revising for 3rd round review at Journal of Marketing Research

  • Selected as 2nd Place Winner in the 2022 Product Development and Management Association (PDMA) Doctoral Dissertation Proposal Competition

Hock, Stefan J.*, Kelly B. Herd, and Kristen A. Ferguson, “The Impact of Smartphones on Donation Behavior”; revising for reject and resubmit (same review team) at Journal of Marketing Research

Research in Progress

Ferguson, Kristen A. and Kelly B. Herd, “The Influence of Creative Thinking on Consumer Embarrassment”; working paper

Ferguson, Kristen A. and Kelly B. Herd, “The Impact of Nostalgia Appeals on Consumers’ Preference for Innovations”; working paper

Ferguson, Kristen A. , Christina Kan, and Kelly B. Herd, “The Influence of Creative Thinking on Perceptions of Time Scarcity”; data collection in progress

Ferguson, Kristen A., Stefan J. Hock, and Kelly B. Herd. “The Impact of Smartphones on Consumer Embarrassment”; data collection in progress