I’m Kellen Mrkva, a postdoc in Marketing at Columbia Business School. Prior to my position at Columbia, I received my PhD from the University of Colorado and my BA from the University of Notre Dame.
My research examines how consumers prioritize their limited money, time, and attention. How do people determine which goals, values, and attributes to prioritize? My research uses big data, field experiments, and tools, ideas, and methods from multiple areas of marketing.
My work has been featured in several academic journals including Psychological Science, Journal of Marketing, Journal of Consumer Psychology, JPSP, and JEPG. I study judgment and decision making in many contexts including in the contexts of consumer spending, consumer financial decision making, digital marketing, choice architecture, and risk perception.