Rate My Professor Rosie Pham

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.