Professor Chan teaches courses ranging from principles of marketing to social media. He is interested in how people make comparisons in different marketing contexts. His research has shown that how people compare time, self versus others, and products, influence how they intend to spend their money, how they view their competition, and how they select products. His findings showcase cognitive biases people make relevant to their roles as consumers, business managers, and most generally as social beings that must make decisions based on comparing one thing to another.
