Current Research Projects

Publications

Vo, Khue and Yuna Choe (2024), “Fate, Forgiveness, and Brands: How Karmic Belief Impacts Consumer Attitudes towards Transgressing Brands,” conditionally accepted at Journal of the Association for Consumer Research
Malik, Aaminah and Khue Vo (2024), “Yes, I’m Worth it!”: How Romantic Breakups Influence SelfGifting Propensity,” Psychology and Marketing, DOI: 10.1002/mar.22022
Malik, Aaminah, Francisco Guzmán, and Khue Vo (2024), “The tip of the tongue: Language-based chronic social exclusion and tipping as a refocusing strategy,” Psychology and Marketing, DOI: 10.1002/mar.22032

Selected Research under Review and in Progress

Vo, Khue and Blair Kidwell, “Darkness and Decision Quality,” under first-round review at Journal of Consumer Research
Vo, Khue, Blair Kidwell, and Yuna Choe, “Darkness and Cost-Benefit Tradeoff Decisions,” manuscript in preparation, targeted to Journal of Marketing Research
Vo, Khue, Blair Kidwell, and Narayanan Janakiraman, “Consumer Emotional Vulnerability,” manuscript in preparation, targeted to Journal of Consumer Research
Givi, Julian, Khue Vo, Tina Lowrey, Cele Otnes, and Yuna Choe, "Gift-Giving CCT," manuscript in preparation, targeted to Journal of Consumer Research
Vo, Khue and Laura Pricer, “Try-Hard Brands,” manuscript in preparation, targeted to Journal of The Academy of Marketing Science
Soman, Dilip and Khue Vo, “Insecurity and Decision-Making,” manuscript in preparation, targeted to Journal of Consumer Research
Vo, Khue, Aditya Nallaparajau, and Aaminah Malik, “Systematic Review of Tipping Behavior,” manuscript in preparation, targeted to Psychology & Marketing
Vo, Khue and Blair Kidwell, “Darkness and Persuasion,” manuscript in preparation, targeted to Journal of Marketing
Vo, Khue and Priyali Rajagopal, "Gender-Based Ad Congruency in LGBTQ-Inclusive Ads," manuscript in preparation, targeted to Journal of Marketing
Vo, Khue and Aaminah Malik, “SMIs and FOMO,” manuscript in preparation, targeted to Journal of Business Research