Rate My Professor Rosie Pham

Rosie Thuy Pham-Henderson is a Lecturer in Marketing at the University of Western Australia Business School, appointed to a tenure-track position in January 2024. She earned her PhD in Marketing from Queensland University of Technology in 2022, receiving the Faculty of Business and Law Executive Dean's Commendation for Outstanding Doctoral Thesis for her research on how regulatory focus-mode fit impacts variety seeking. Her academic journey includes a postdoctoral fellowship in Social and Behavioral Science at CSIRO's Energy Business Unit, where she explored consumer motivations for sustainable and energy-efficient building practices. She maintains a visiting scholar position at Columbia Business School since February 2019. Prior to academia, she gained over ten years of professional experience in Strategic Brand Management with multinational corporations such as RACQ, Perfetti Van Melle (Mentos), Samsung Electronics, Universal Robina, and Wilmar International. Born in Saigon, Vietnam, she holds a Bachelor's degree in Food Science and Human Nutrition from a Vietnamese institution and is now an Australian citizen.

Pham-Henderson's research leverages big data analytics in social and behavioral sciences to advance communications in public health, social welfare, and sustainability. Using mixed methods approaches, including experiments and unstructured data analysis with R and Python programming, she investigates how message alignment with consumer motivation and self-regulation boosts engagement and perceived value. Key publications include first-author articles such as 'How construal–regulatory mode fit increases social media sharing' (Journal of Consumer Psychology, 2023), 'How regulatory focus–mode fit impacts variety-seeking' (Journal of Consumer Psychology, 2023), 'Fake smiles. Customer reactions to employees’ display inauthenticity and choice restrictions' (Psychology & Marketing, 2022), and 'The impact of assortment size and population density on product evaluation' (Journal of Retailing, 2025). These JCP papers ranked among the top-cited and top-downloaded for 2022-2023. An Associate Fellow of the Higher Education Academy, she teaches courses including Big Data in Marketing at UWA Business School and supervises PhD students who have secured Australian Postgraduate Research Awards and top-up scholarships. Her work has been presented at conferences like the American Marketing Association and seminars at Columbia University, University of Melbourne, and others.