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Uzma Khan

Uzma   Khan
Associate Professor, Marketing
Contact Info
Associate Professor of Marketing
Academic Area: 

Research Statement

Professor Khan's research interests fall in the area of behavioral judgment and decision-making. She uses psychological and economic principles to explain how consumers form preferences in order to understand and predict their behavior and to recommend successful managerial strategies. Her primary focus is on sequential and inter-temporal decision-making. She studies shopping behavior, self-regulation, and how consumers form perceptions of risk in financial and health domains.


Uzma Khan is an Associate Professor of Marketing at the Graduate School of Business, Stanford University. Prior to joining Stanford, she served as an Assistant Professor of Marketing at Carnegie Mellon University where she held the Frank and Helen Risch Professorship in Business Chair and taught undergraduate and PhD level courses in Marketing.

Professor Khan received her PhD in Marketing from Yale University in 2005.

Professor Khan has consulted for clients in Airline, Education and High-tech industries. Professor Khan teaches Strategic Services Marketing in the Stanford MBA program. She has published both in leading Marketing and Psychology journals. Her research has won several awards including the prestigious American Marketing Association’s John A. Howard Dissertation award, and the SCP-SHETH Doctoral Dissertation Award. Professor Khan received the Young Scholar Award from Marketing Science Institute in 2011 recognizing her as likely leader of the next generation of marketing academics. 

Prof. Khan serves on Editorial Review Boards of Journal of Marketing Research and Journal of Consumer Psychology

Academic Degrees

  • PhD in Marketing, Yale University, 2005
  • MPhil, Yale University, 2005
  • MA, Yale University, 2005

Academic Appointments

  • At Stanford University since 2007
  • Assistant Professor in Marketing, Carnegie Mellon University, 2005-2007

Awards and Honors

  • Top 10 Reviewers Award, Journal of Consumer Psychology, 2011
  • Marketing Science Institute’s Young Scholar, 2011
  • Ormond Family Faculty Scholar 2010-2011, Stanford Graduate School of Business
  • Hillel Einhorn New Investigator Award (honorable mention), Society of Judgment & Decision Making, 2009
  • Frank A. and Helen E. Risch Faculty Development Professorship in Business Chair, Carnegie Mellon University, 2006, 2007
  • John A. Howard/AMA Doctoral Dissertation Award, Yale University, School of Management, 2005
  • SCP-SHETH Doctoral Dissertation Award (honorable mention), Yale University, School of Management, 2004
  • WhiteBox Advisors Doctoral Fellow, International Center for Finance, Yale University, School of Management, 2004
  • AMA Doctoral Consortium Fellow, Yale University, School of Management, 2002
  • Graduate Fellowship, Yale University, School of Management, 2000
  • Gold Medal (ranked first in Economic department), University of Peshawar, 1997
  • Roll of Honor and Faculty Record (ranked first in the Faculty of Arts), University of Peshawar, 1997
  • Prince of Wales Scholarship, United World College of Atlantic, U.K., 1990


Journal Articles

Jayson S. Jia, Uzma Khan, Ab Litt. Management Science. April 17, 2015, Vol. 61, Issue 9, Pages 2259-2280.
Rebecca W. Hamilton, Zachary G. Arens, Simon J. Blanchard, Gerald Häubl, P. K. Kannan, Uzma Khan, Donald R. Lehmann, Margaret G. Meloy, Neal J. Roese, Manoj Thomas. Marketing Letters. September 2014, Vol. 25, Issue 3, Pages 305-317.
Eunice Kim Cho, Uzma Khan, Ravi Dhar. Journal of Marketing Research. August 2013, Vol. 50, Issue 4, Pages 505-516.
Uzma Khan, Zakary Tormala. Journal of Consumer Psychology. July 2012, Vol. 22, Issue 3, Pages 408-417.
Uzma Khan, Ravi Dhar. Sloan Management Review. March 2011.
Uzma Khan, Meng Zhu, Ajay Kalra. Journal of Marketing Research. February 2011, Vol. 48, Issue 1, Pages 62-71.
Uzma Khan, Ravi Dhar. Journal of Marketing Research. December 2010, Vol. 47, Issue 6, Pages 1090-1099.
A. Litt, Uzma Khan, Baba Shiv. Psychological Science. January 2010, Vol. 21, Issue 1, Pages 118-125.
Ravi Dhar, Joel Huber, Uzma Khan. Journal of Marketing Research. August 2007, Vol. 44, Issue 3, Pages 370-378.
Uzma Khan, Ravi Dhar. Journal of Experimental Psychology-General. May 2007, Vol. 136, Issue 2, Pages 277-288.
Uzma Khan, Ravi Dhar. Journal of Marketing Research. May 2006, Vol. 43, Issue 2, Pages 259-266.
Dale Griffin, Wendy Liu, Uzma Khan. Marketing Letters. December 2005, Vol. 16, Issue 3, Pages 321-333.

Book Chapters

Uzma Khan, Ravi Dhar, Klaus Wertenbroch. Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires. Routledge, 2005, Pages 144-165.

Other Publications

Eunice Kim Cho, Uzma Khan, Ravi Dhar. Keller Center Research Report. September 2013, Vol. 6, Issue 3, Pages 505-516.
Uzma Khan, Ravi Dhar, Svenja Schmidt. Sloan Management Review. April 2010.

Courses Taught

Degree Courses


A strong brand is the most valuable and irreplaceable asset for a firm. Apple, Google, Coca Cola, Nike, VISA, McDonalds, and Disney, are a few prominent examples of legendary brands. Many companies recognize that the investment they make in the...

This PhD seminar provides coverage of the major research carried out in consumer research both in marketing and psychology. A vast set of topic will be covered including conscious and non-conscious consumer goals, motivations, emotions, attention...


Every business has two kinds of problems: 1) Not having customers and 2) everything else. Marketing addresses the first problem. With increased access to information and fast-changing technology the role of marketing has broadened significantly....

This PhD seminar provides coverage of the major research carried out in consumer research both in marketing and psychology. A vast set of topics will be covered including conscious and non-conscious consumer goals, motivations, emotions,...

This course is designed to prepare new marketing PhD students for conducting rigorous, independent research. In this course, the student will work closely with a faculty member in collaborative research activities and will become familiar with...

In the Media

The New York Times, October 2015
HuffPost, October 2015
Journal of Marketing Research, October 1, 2007

Insights by Stanford Business

November 25, 2015
Research shows that people with low self-control tend to underplay the negative consequences of their decisions.
December 15, 2014
Learn more about risk and other related topics.
December 11, 2014
From outer space to the boardroom, risk is all around us.
September 18, 2014
A study shows just how poor we are at instinctively understanding probabilities.
July 23, 2013
Catchy phrases aren’t always the best way to help potential customers make decisions.
August 1, 2009
Rejection increases people’s motivation to pursue that elusive objective. But there’s a catch.
September 1, 2007
Research shows that buying the first item can make you want more.