Rate My Professor Bora Min

Dr. Bora Min is a Senior Lecturer in the Department of Marketing at Monash Business School, Monash University, located at the Caulfield campus in Melbourne, where she has held her position since 2016. She is a consumer behaviour researcher and experimentalist. Her academic background includes a PhD in Marketing from the Marshall School of Business, University of Southern California, Los Angeles, USA, an MA in Social Psychology from Seoul National University, Seoul, Korea, and a BA in Psychology & English Linguistics and Literature from Seoul National University.

Bora Min's research interests include consumer experience with professional service providers, gender equality belief and marketing practices, AI and consumer behaviour, consumers' novelty seeking, psychological control, self-broadcasting behaviours, and review behaviours. She has authored or co-authored several peer-reviewed articles in prominent journals such as International Journal of Consumer Studies, European Journal of Marketing, Journal of Consumer Psychology, and Journal of Social Psychology. Key publications are 'Because it is brand new! Recency heuristic for product innovativeness evaluation' (2023), 'Interplay of consumer expectation and processing fluency in perception of product innovativeness and product evaluation' (2023), 'The effects of self-awareness on consumer evaluation of experiential creation' (2022, with Cheryl Wakslak), 'Novelty as opportunity and risk: a situated cognition analysis of psychological control and novelty seeking' (2022, with Norbert Schwarz), 'Self-Awareness Fit and Consumer Product Evaluation' (2016), 'Heavy-heartedness biases your weight perception' (2016, with Incheol Choi), and 'The Effect of Default Time Units on Budget Estimation' (2014). Her research output comprises five articles and relates to UN Sustainable Development Goals SDG 3 (Good Health and Well-being) and SDG 12 (Responsible Consumption and Production). Dr. Min teaches Theories of Marketing 1 (MKF5401/BEX6401) to PhD students in Semester 1 and Integrated Marketing Communication (MKF5926) to Master's students in Semester 2.