Colleen  Kirk, D.P.S., M.B.A., M.I.M.

Colleen Kirk, D.P.S., M.B.A., M.I.M.

New York Institute of Technology, New York Tech

Associate Professor, Management and Marketing Studies

Expertise: MarketingConsumer Behaviorpsychological ownershipnarcissism in consumer behavior

A student-first marketing professor, Colleen Kirk is also passionate about research and discovery. Her research centers around consumer behavior, especially in the areas of psychological ownership, emotions, and decision-making. Specific areas of interest include: exploring how and when consumers' feelings of ownership lead to territorial and stewardship responses; understanding how consumers come to feel a sense of ownership of intangible digital technologies and its implications for marketers; and narcissism in consumer behavior.
Focusing her research on experimental design, Kirk is also interested in diverse methodologies and analytical techniques. Her work is published in top journals such as Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Advertising Research, Journal of Behavioral and Experimental Economics, Journal of Brand Management, Journal of Marketing Theory and Practice, Entrepreneurship: Theory and Practice and others.
An award-winning researcher and reviewer, Kirk serves as associate editor of the Journal of Business Research and sits on the editorial review board of the Journal of Advertising Research. Her research has appeared in a wide variety of national and international media outlets including Psychology Today, the Financial Times, Business Insider, Salon, Radio New Zealand, BBC Mundo, iHeart Radio Canada, and many others.
Kirk has extensive professional background in product management, marketing, and sales in the technology industry. She enjoys engaging students in research and in live projects for entrepreneurs and nonprofit organizations, which gives them hands-on experience in applying marketing theory while providing value to clients. She also serves as a go-to-market mentor and business plan competition judge for entrepreneurs at the clean technology accelerator, CleanTech Open. She holds a B.A. from Cornell University, an M.B.A. from Southern Methodist University, a Master of International Management from the Thunderbird School of Global Management, and a Doctor of Professional Studies in Marketing and International Economics from Pace University.

“With choice overload, the brain becomes cognitively burdened, and consumers engage in avoidance responses. They may just walk away rather than exert the effort needed to try to make the best choice for them. They may also end up being less satisfied with

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Cited By

Year

Entrepreneurial passion as mediator of the self–efficacy to persistence relationship

517

2015

I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic

421

2020

I’m proud of it: Consumer technology appropriation and psychological ownership

125

2015

Property lines in the mind: Consumers’ psychological ownership and their territorial responses

108

2018

The impact of brand value on firm valuation: The moderating influence of firm type

99

2013

How do digital natives and digital immigrants respond differently to interactivity online?: A model for predicting consumer attitudes and intentions to use digital information …

91

2015

Caring for the commons: Using psychological ownership to enhance stewardship behavior for public goods

45

2021

Some people just want to read: The roles of age, interactivity, and perceived usefulness of print in the consumption of digital information products

41

2012

Consumer psychological ownership of digital technology

36

2018

Investing the self: The effect of nonconscious goals on investor psychological ownership and word-of-mouth intentions

30

2015

Dogs Have Masters, Cats Have Staff: Consumers' Psychological Ownership and their Economic Valuation of Pets

28

2019

Owning the birth experience: what factors influence women’s vaginal birth after caesarean decision?

16

2017

Touching the intangible: Perceptions of interactivity and ownership in new media

13

2013

When good fences make good customers: Exploring psychological ownership and territoriality in marketing

12

2017

Interactivity and psychological ownership in consumer value co-creation

11

2015

The value in lurking: The effect of a mere opportunity for two-way communication on consumers’ psychological ownership and valuation of digital content

7

2016

Passion, self-efficacy, and persistence in entrepreneurship

7

2010

Psychological ownership: A concept of value to the marketing field

6

2016

The effect of nonconscious goals on investor choice

4

2012

New Media Books: Can Innovation Pay?

4

2010

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"As a consumer-behavior researcher, I study a phenomenon known as psychological ownership: when shoppers feel ownership of “that perfect something” before buying it. This phenomenon is very applicable to today’s real estate purchases: A buyer attends an open house, touches the countertops, opens the closets and begins to imagine living there."

- Surviving The Emotional Homebuying Roller Coaster

"Companies that encourage psychological ownership can entice customers to buy more products, at higher prices, and even to willingly promote those products among their friends. But if businesses disrespect this feeling, sales can suffer."

- How Customers Come to Think of a Product as an Extension of Themselves

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