REBECCA CHAE

Rebecca is a Ph.D. Candidate in Marketing at the Stephen M. Ross School of Business, University of Michigan. Her substantive interests are in judgment & decision making and culture with a focus on consumer behavior that can contribute to individual and societal wellbeing. Her dissertation explores two distinct, novel contextual manipulations that can 1) improve consumers’ tendency to precommit to beneficial behaviors and 2) increase consumers’ likelihood of behaving prosocially. In her first essay, she demonstrates that making decisions on goal commitment for the future reduces motivation to complete a volunteering goal and that “bounding” time between precommitment and goal progress contracts perceived time, restoring motivation for goal completion. In her second essay, that won the ACR/Sheth Foundation Dissertation Award, she investigates how socially versus situationally relevant reference groups elicit different levels of group identification and conformity to prosocial norms depending on individuals' cultural orientation.

Rebecca has a M.S. in Marketing from Columbia University and a B.S. in Economics with double majors in Marketing and Finance from University of Pennsylvania.