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Associate Professor of Marketing, Toronto Metropolitan University

Eugene Chan is Associate Professor of Marketing in the Ted Rogers School of Management at Toronto Metropolitan University (formerly Ryerson University). He holds a PhD in Marketing from the University of Toronto, a MA in Social Psychology from the University of Chicago, and an AB in Honors Psychology from the University of Michigan. He also has an ARCT (Hons) in Piano Performance from Canada's Royal Conservatory of Music.

He uses experimental and survey methods and draws on theories from diverse disciplines in the social sciences to study how people make choices, judgments, and decisions in the marketplace, in organizations, and in society. Generally, his research revolves around three themes. First, he studies how political ideology affects consumer behavior in both for- and non-profit contexts. Second, he studies how marketing, health, and science communication should be constructed and conveyed to best promote attitudinal and behavioral change for the better. Third, he studies how to prompt consumers to make green and environmentally-friendly choices and decisions. Many times, his research interests intersect.

His research has been published in top-tier outlets such as the Journal of Consumer Psychology; Annals of Tourism Research; Journal of Travel Research; Organizational Behavior and Human Decision Processes; International Journal of Research in Marketing; Journal of Experimental Psychology: General; Personality and Social Psychology Bulletin; Global Environmental Change; and Evolution and Human Behavior.

Eugene has previously taught at the University of Toronto (Canada); University of Technology Sydney and Monash University (Australia); University of Ljubljana (Slovenia); and Purdue University (United States).


  • 2022–present
    Associate Professor, Toronto Metropolitan University
  • 2020–2022
    Associate Professor, Purdue University
  • 2017–2020
    Senior Lecturer, Monash University
  • 2014–2017
    Lecturer, University of Technology Sydney


  • 2014 
    University of Toronto, Ph.D. in Marketing
  • 2007 
    University of Chicago, M.A. in Social Psychology
  • 2006 
    University of Michigan, A.B. in Honors Psychology
  • 2001 
    Royal Conservatory of Music, A.R.C.T. in Piano Performance


  • 2020
    Moral foundations underlying behavioral compliance during the COVID-19 pandemic, Personality and Individual Differences
  • 2020
    Crowdsourcing hypothesis tests: Making transparent how design choices shape research results, Psychological Bulletin
  • 2020
    Low voice pitch in orally delivered recommendations can increase compliance with hand sanitizer use among young adults, Behavioral Science and Policy
  • 2020
    The voice of cognition: Active and passive voice influence distance and construal, Personality and Social Psychology Bulletin
  • 2020
    The consumer in physical pain: Implications for the pain-of-paying and pricing, Journal of the Association for Consumer Research
  • 2019
    Political orientation and physical health: The role of personal responsibility, Personality and Individual Differences
  • 2019
    Is meat sexy? Meat preference as a function of the sexual motivation system, Food Quality and Preference
  • 2019
    “They did not walk the green talk!:” How information specificity influences consumer evaluations of disconfirmed environmental claims, Journal of Business Ethics
  • 2019
    Political ideology and brand attachment, International Journal of Research in Marketing
  • 2019
    The politics of intent: Political ideology influences organ donation intentions, Personality and Individual Differences
  • 2019
    Jerkies, tacos, and burgers: Subjective socioeconomic status and meat preference, Appetite
  • 2012
    Understanding Consumer Psychology to Avoid Abuse of Credit Cards, Transformative Consumer Research for Personal and Collective Well-Being

Grants and Contracts

  • 2009
    Social Sciences and Humanities Research Council of Canada
    Doctoral Fellowship
    Funding Source:
    Government of Canada

Professional Memberships

  • Australian and New Zealand Marketing Academy
  • Association for Consumer Research
  • Society for Consumer Psychology
  • Society for Judgment and Decision Making

Research Areas

  • Business And Management (1503)
  • Psychology (1701)
  • Marketing (1505)
  • Public Health And Health Services (1117)
  • Consumer Oriented Product Or Service Development (150501)
  • Pricing (Incl. Consumer Value Estimation) (150507)
  • Political Science (1606)
  • Philosophical Psychology (Incl. Moral Psychology And Philosophy Of Action) (220311)
  • Business Ethics (220102)