Assistant Professor, Marketing

PhD in Marketing, University of Wisconsin-Madison

BBA in Marketing, Shanghai Jiao Tong University

hedonic experience, happiness, consumer well-being, curiosity, goal and motivation, judgment and decision making

Ruan, B., Tanner, R., & Polman, E. (2024). The One-Away Effect: The Pursuit of Mere Completion. Journal of Consumer Research. 50 (5) pp. 945–961.

Ruan, B. (2020). Curiosity and its Implications for Consumer Behavior In Review of Marketing Research. (Vols. 17). Emerald Publishing Limited.

Ruan, B., Hsee, C., & Lu, Z. Y. (2018). The teasing effect: An underappreciated benefit of creating and resolving an uncertainty. Journal of Marketing Research. 55 (4) pp. 556-570.

Hsee, C. K. & Ruan, B. (2016). The Pandora effect: The power and peril of curiosity. Psychological Science. 27 (5) pp. 659-666.

Hsee, C. K., Yang, Y., & Ruan, B. (2015). The mere-reaction effect: Even nonpositive and noninformative reactions can reinforce actions. Journal of Consumer Research. 42 (3) pp. 420-434.

Hsee, C. K., Tu, Y., Lu, Z. Y., & Ruan, B. (2014). Approach aversion: Negative hedonic reactions toward approaching stimuli. Journal of Personality and Social Psychology. 106 (5) pp. 699-712.