Uzma Khan

Assoc. Professor
PhD Marketing Program Coordinator

Locator Code:



Uzma Khan is associate professor of marketing at University of Miami. Khan is an expert on consumer behavior, marketing management, and decision-making. Her research focuses on goals and motivation, sequential decision-making, self-control, risk perception, and choice architecture. Her work has been published in top journals including Journal of Consumer Research, Journal of Marketing Research, Management Science, and Psychological Science. She serves on editorial review boards for Journal of Marketing Research and Journal of Consumer Psychology and has consulted for clients in airline, education and high-tech industries.


2005Ph.D. Marketing, Yale University School of Management
1997 Economics, University of Peshawar

Professional Experience

2016 - Associate Professor, Marketing, Miami Herbert Business School
2011 - 2016Associate Professor, Marketing, Stanford University Graduate School of Business
2007 - 2010Assistant Professor, Marketing, Stanford University Graduate School of Business
2005 - 2007Assistant Professor, Marketing, Carnegie Mellon University Tepper School of Business

Honors & Acknowledgements

Top 10 Reviewers Award, Journal of Consumer Psychology, 2011
Marketing Science Institute’s Young Scholar, 2011
Ormond Family Faculty Scholar, Stanford Graduate School of Business, 2010 - 2011
Hillel Einhorn New Investigator Award (honorable mention), Society of Judgment & Decision Making, 2009
Frank A. & Helen E. Risch Faculty Development Professorship in Business Chair, Carnegie Mellon University, 2006, 2007
Winner John A. Howard/AMA Doctoral Dissertation Award, 2005
SCP-SHETH Doctoral Dissertation Award (honorable mention), 2004
WhiteBox Advisors Doctoral Fellow, International Center for Finance, Yale University, 2004 - 2005
Yale University Graduate Fellowship, 2000 - 2004
Yale University Graduate Fellowship, 2000 - 2004
Gold Medal (ranked first in Economics Department), University of Peshawar, 1997
Roll of Honor & 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

LIST OF SPECIALTIES: Judgment and decision-making; motivation; emotions; self-control; and risk perception


Khan, Uzma & Daniella Kupor Value Atrophy in Risk Perception (Journal of Consumer Research. Forthcoming).

ia, Jayson, Uzma Khan & Ab Litt The Effect of Self-Control on the Construction of Risk Perceptions 2259-2280 (61(9) Management Science. 2015).

Hamilton et al. Consumer Substitution Decisions: An Integrative Framework 305-317 (25(3) Marketing Letters. 2014).

Kim, Eunice, Uzma Khan, & Ravi Dhar Comparing Apples to Apples or Apples to Oranges: The Role of Mental Representation in Choice Difficulty 505-516 (50(4) Journal of Marketing Research. 2013).

Khan, Uzma & Zakary Tormala Inviting Questions 408-417 (22(3) Journal of Consumer Psychology. 2012).

Khan, Uzma, Meng Zhu & Ajay Kalra When Tradeoffs Matter: The Effect of Choice Construal on Context Effects 62-71 (48(1) Journal of Marketing Research. 2011).

Khan, Uzma & Ravi Dhar Price Framing Effects on Purchase of Hedonic & Utilitarian Bundles 1090- 1099 (47(6) Journal of Marketing Research. 2010).

Dhar, Ravi, Joel Huber & Uzma Khan Lusting While Loathing: Parallel Counter-Driving of Wanting & Liking 118-25 (21(1) Psychological Science. 2007).

Khan, Uzma & Ravi Dhar Where There Is a Way, Is There a Will? The Effect of Future Choices on Current Preferences 277-288 (136 Journal of Experimental Psychology-General. 2007).

Dhar, Ravi, Joel Huber & Uzma Khan The Shopping Momentum Effect 370-378 (44 (3) Journal of Marketing Research. 2007).

Khan, Uzma & Ravi Dhar Licensing Effect in Consumer Choice 259-266 (43 Journal of Marketing Research. 2006).

Griffin, Dale, Wendy Liu & Uzma Khan A New Look at Constructed Choice Processes 321-333 (16(3) Marketing Letters. 2005).

Khan, Uzma, Klaus Wertenbroch & Ravi Dhar A Behavioral Decision Theory Perspective on Hedonic & Utilitarian Choice 144-165 (Inside Consumption: Frontiers of Research on Consumer Motives, Goals, & Desires (Ed.) S. Ratneshwar & David Glen Mick, Routledge. 2005).