Robert Kuan

My research examines how choice architecture shapes goal pursuit and self-control. In my work, I draw on theories of consumer behavior, psychology, behavioral economics, and judgment and decision-making. I explore how the suggestions consumers receive, and the labels they attach to their mental accounts, influence whether they ultimately follow through on their goals.

I investigate these questions primarily through large-scale field studies, and I've worked with numerous organizational partners, including the U.S. Department of Education and CVS Pharmacy.

I received my Bachelor of Science in Economics from the Wharton School at the University of Pennsylvania in 2011.

I am currently on the 2026–2027 academic job market in marketing.