Tanya Singh
Visiting Senior Lecturer, Carlson School of Management, University of Minnesota
PhD, Marketing (Concordia University)
PhD, Evolutionary Biology (UPenn)
Research
Identifying New Drivers and Consequences of Putting off Choices
My dissertation research examines the impact of putting off choices (aka choice deferral) on subsequent choices. By employing a mix of online and in-person experiments, I find that putting off a choice makes consumers more likely to put off subsequent choices.
I also find that choice deferral makes consumers feel more confident in their decisions. These findings represent a new way to think about choice deferral and are significant for marketers trying to design product recommendations for consumers.
This research is currently in preparation for submission to the Journal of the Academy of Marketing Science.
Effect of Measured Variety Seeking on New Product AdoptionIn this paper, I (along with researchers at Concordia University) first measure variety seeking along different attributes (brand and flavor) using scanner panel data and then examine its effect on new product adoption. We find that asymmetry in how brand and flavor variety seeking impact new product adoption and conclude that variety seeking along sensory attributes differentially impacts consumers.This paper is currently under 2nd round revision at the Journal of Retailing and Consumer Services.
Teaching Experience
Visting Senior Lecturer, Carlson School of Management (Jan 2023-Present)
I am currently teaching Buyer Behavior (MKTG 3041) and Advertising and Promotion (MKTG 4051)Instructor, MARK 201 (Jan 2021-June 2021), Introduction to Marketing Management, Concordia University
• Overall teaching evaluation 4.65/5
• Designed slides and delivered course online during the COVID-19 pandemicInstructor, GradProSkills (2019-2022)
• Conceptualized, designed, and delivered beginner-level data analysis and statistics primerGraduate Teaching Assistant, Department of Biology, University of Pennsylvania (2010-2015)Excellence in Teaching Fellow, University of Pennsylvania (July 2014-July 2015)
• Developed techniques to improve pedagogy in the university classroom
Effect of Programming on Ethical Decision MakingIn this paper (along with Kartik Ganju at Carlson School of Management and Jui Ramaprasad at Robert H Smith School of Business), I examine the consequences of programming on response to the trolley problem.We find that programmers who perform a programming task are more likely to make a utilitarian choice (i.e. sacrifice an innocent bystander to save multiple lives), a result that has consequences for the design of autonomous vehicles.This research is currently under 2nd round revision at Information Systems Research.