Uzma Khan

Associate Professor of Marketing

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. For instance, her recent research investigates how a current choice is influenced by prior unrelated decisions or by similar future choices. In another stream of research she examines the deliberative and implicit processes of self-regulation in sequential decision settings and in multi-goal environments.


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.

Academic Degrees

MA, Yale Univ., 2005, MPhil, 2005, PhD, 2005.

Professional Experience

Asst. Prof., Marketing, Carnegie Mellon, 2005-2007.
At Stanford 2007--.

Selected Publications

  • Where There Is a Way, Is There A Will? The Effect of Future Choices on Current Preferences: Journal of Experimental Psychology-General, 136(2), 277-288., 2007
  • The Shopping Momentum Effect: Journal of Marketing Research, 44 (3), 370-378, 2007
  • Licensing Effect in Consumer Choice: Journal of Marketing Research, 43, 259-266, 2006
  • A New Look at Constructed Choice Processes: Marketing Letters, 16(3), 321-333, 2005

Awards and Honors

  • Frank A. and Helen E. Risch Faculty Development Professorship in Business Chair, 2006, Carnegie Mellon University
  • John A. Howard/AMA Doctoral Dissertation Award, 2005, Yale University, School of Management
  • SCP-SHETH Doctoral Dissertation Award (honorable mention), 2004, Yale University, School of Management
  • WhiteBox Advisors Doctoral Fellow, International Center for Finance, 2004, Yale University, School of Management
  • AMA Doctoral Consortium Fellow, 2002, Yale University, School of Management
  • Graduate Fellowship, 2000, Yale University, School of Management
  • Gold Medal (ranked first in Economic department), 1997, University of Peshawar
  • Roll of Honor and Faculty Record (ranked first in the Faculty of Arts), 1997, University of Peshawar
  • Prince of Wales Scholarship, 1990, United World College of Atlantic, U.K.

Courses Taught

  • MKTG 249: MSx: Marketing
  • MKTG 642: Behavioral Research in Marketing II: Consumer Behavior

In The Media