Na "Amy" Wen

Na (Amy) Wen is an Associate Professor of Marketing and Stelmar Faculty Fellow at California State University, Northridge, where she has received numerous awards for both teaching and research. She earned her Ph.D. in Marketing from the Georgia Institute of Technology. Professor Wen’s research focuses on consumer behavior and decision-making, with a particular interest in how subtle environmental cues can produce unexpected effects on consumers. Her work has been widely published in leading academic journals. She teaches consumer behavior and marketing research courses at both the undergraduate and MBA levels and is committed to fostering analytical thinking and practical insight in her students.

Education

  • Ph.D. 2010, Georgia Institute of Technology
  • M.S. 2002, Fudan University
  • B.A. 1999, Inner Mongolia University

Areas of Expertise/Research

  • Consumer Behavior
  • Consumer Decision-making
  • Branding

Selected Publications

  • You, Y, L. Wang, X. Yang, and Na Wen (2025). Equal Contribution. “Alleviating Hedonic Adaptation in Repeat Consumption with Creative Thinking,” Journal of Consumer Psychology, 35(3), 434-49.
  • Wen, Na, and Wenxia Guo (2020), “‘Toxic Friends’? The Farther Away, The Less Stressful: The Impact of Social Distance to a Dissociative Group on Consumer Choices,” European Journal of Marketing, 55(3), 925-43.
  • Wen, Na, and Nicholas Lurie(2019), “More Than Aesthetic: Visual Boundaries and Perceived Variety,” Journal of Retailing, 95(3), 86-98.
  • Wen, Na and Nicholas Lurie (2018), “TheCase for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names,” Journal of Retailing, 94(4), 393-407.
  • Lurie, Nicholas, and Na Wen (2014), “Simple Decision Aids and Consumer Decision Making,” Journal of Retailing, 90(December), 511-23.

Honors and Awards

  • Nazarian College Stelmar Faculty Fellowship Award (2021-present)
  • Nazarian College Faculty Research Grant Award (2025, 2023, 2019)
  • CSUNResearch and Sponsored Programs (RSP) Summer Grant Award (2024)
  • CSUN RSP Campus Funding Initiative Award (2023)
  • Nazarian College Distinguished Teaching Award (2023)
  • CSUN Probationary Faculty Grant Award (2022, 2020)
  • CSUN Research, Scholarship, and Creative Activity Award (2019)
  • The University Corporation Learning-Centered Teaching Grant Award (2019)
  • Early Career Award, Hong Kong Research Grants Council(2013)
  • AMA Sheth Foundation Doctoral Consortium Fellow (2009)