Research

Rosie's research focuses on harnessing unstructured big data and sophisticated statistical techniques to investigate sustainable purchasing and consumption patterns. By employing methods such as natural language processing, artificial neural networks, mediation analysis, and choice modeling, her objective is to derive actionable insights for managers in various industries, including retail, service, and finance.

Pham, T., Mathmann, F., Jin, H. S., & Higgins, E. T. (2023). How regulatory focus–mode fit impacts variety‐seeking. Journal of Consumer Psychology, 33(1), 77-96. https://doi.org/10.1002/jcpy.1317 

Pham, T., Septianto, F., Mathmann, F., Jin, H. S., & Higgins, E. T. (2023). How construal–regulatory mode fit increases social media sharing. Journal of Consumer Psychology, 33(4), 668-687. https://doi.org/10.1002/jcpy.1375

Pham, T., Lechner, A. T., & Mathmann, F. (2022). Fake smiles. Customer reactions to employees’ display inauthenticity and choice restrictions. Psychology & Marketing, 39(5), 1078-1093. https://doi.org/10.1002/mar.21643

Pham, T., Mathmann, F., Schumacher, A., Mai, R., Thaichon, S. (2023). How Communicating Discrepancies Shape Social Media Sharing. In ANZMAC Conference 2023 Proceedings: Marketing for Good. (p. 122). https://www.anzmac2023.com/conference-proceedings 

Pham, T. M. T., & Mathmann, F. (2019). Population Density Moderates the Impact of Assortment Size on Consumer Spending: A Field Experiment in Online Donations. In AMA Winter Academic Conference 2019 Proceedings: Understanding Complexity, Transforming the Marketplace. Vol. 30. (pp. CC-8). American Marketing Association. https://eprints.qut.edu.au/230354/

Pham, T., & Mathmann, F. (2019). The Impact of Age on the Relationship Between Assortment Size and Perceived Value. In Advances in National Brand and Private Label Marketing: Sixth International Conference, 2019 (pp. 3-13). Springer International Publishing. https://link.springer.com/chapter/10.1007/978-3-030-18911-2_1