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Overview Although consumers have a clear motivation to attain greater well-being, the path to achieving this objective is still indefinite. For instance, many questions remain about what factors are capable of altering consumers' well-being and, given that consumers' well-being can permeate myriad aspects of their lives, what downstream effects might result from such a shift. Therefore, as a consumer psychologist, Melanie is devoted to exploring this relatively hazy route to well-being by identifying ways to enhance consumer well-being and investigating the various consequences that greater well-being can have. In pursuit of these goals, Melanie's current research primarily centers on three domains: (1) Time, (2) Emotions, and (3) Prosocial Behavior. Consumers today often view time as a limited resource and many even see themselves as victims of a "time famine," feeling that there is too much to do and not enough time to do it. And unfortunately for consumers, the experience of time shortage can exact a toll on health and well-being. Therefore, in her research on time, Melanie examines questions such as how feelings of time affluence can be increased (e.g., through momentary temporal focus), what role time perception plays in influencing individuals' engagement in various behaviors (e.g., those associated with greater well-being), and how consumers' perceptions of time can shift their preferences and decision making (e.g., the desirability of certain types of products or product attributes and one's wiliness to pay for certain types of goods). Across these inquiries, her findings highlight the greater perception of time affluence that stems from more strongly focusing on the present moment and, as a result, the various changes in emotions, physical sensations, and environmental stimuli that one is currently experiencing. Melanie also studies happiness and other positive emotions (e.g., awe), identifying how consumers can feel positive emotions more intensely and/or more frequently and exploring the various consequences of experiencing discrete positive emotions (e.g. the ways in which different positive emotions influence consumers' decisions, preferences, ability to personally connect with others, and engagement in behaviors associated with well-being). For instance, she examines how factors such as goal framing and intuitive theories can influence the level of satisfaction that individuals experience from the behaviors and experiences they engage in. In her third stream of research, Melanie's work strives to deepen our understanding of one type of intentional activity (i.e., an effortful action in which people can actively choose to engage) that has been demonstrated to increase one's well-being: Prosocial behavior. Her work within this stream examines such questions as how consumers can be encouraged to engage in prosocial behaviors and whether (and why) certain prosocial pursuits are able to increase well-being better than others. Melanie earned her Ph.D. in Marketing from the Stanford Graduate School of Business and her B.A. in Business Administration (Marketing) from the Michael G. Foster School of Business at the University of Washington. Publications Izadi, Anoosha, Melanie Rudd, and Vanessa M. Patrick, "The Way the Wind Blows: Direction of Airflow Energizes Consumers and Fuels Creative Engagement," Journal of Retailing. Rudd, Melanie, Rhia Catapano, and Jennifer Aaker (2019), "Making Time Matter: A Review of Research on Time and Meaning," Journal of Consumer Psychology, 29 (4), 680-702. Rudd, Melanie (2019), "Feeling Short on Time: Trends, Consequences, and Possible Remedies," Current Opinion in Psychology, 26, 5-10. Rudd, Melanie, Christian Hildebrand, and Kathleen D. Vohs (2018), "Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation," Journal of Marketing Research, 55 (5), 766-781. Briley, Donnel A., Melanie Rudd, and Jennifer Aaker (2017), "Cultivating Optimism: How to Frame Your Future during a Health Challenge," Journal of Consumer Research, 44 (4), 895-915. Rudd, Melanie, Jennifer Aaker, and Michael I. Norton (2014), "Getting the Most out of Giving: Concretely Framing a Prosocial Goal Maximizes Happiness," Journal of Experimental Social Psychology, 54 (September), 11-24. Rudd, Melanie, Kathleen D. Vohs, and Jennifer Aaker (2012), "Awe Expands People's Perception of Time, Alters Decision Making, and Enhances Well-Being," Psychological Science, 23 (10), 1130-1136. Aaker, Jennifer, Melanie Rudd, and Cassie Mogilner (2011), "If Money Does Not Make You Happy, Consider Time," Journal of Consumer Psychology, 21 (2), 126-130. Working Papers and Select Research in Progress Ebrahimi, Mahdi, Melanie Rudd, and Vanessa M. Patrick, "Too Busy to Do Good? How Busyness Frames Influence Psychological Empowerment and Volunteering." Working paper. Rudd, Melanie, "The Power of Being Present: How Momentary Temporal Focus Influences Perceived Time Affluence." Working paper. Rudd, Melanie, "Expand Your Breath, Expand Your Time: Boosting Perceived Time Affluence through Slow Controlled Breathing." Working paper . Conference Presentations and Invited Talks Ebrahimi, Mahdi, Melanie Rudd, and Vanessa M. Patrick (2019, February), “Feeling Busy: How Lay Theories of Busyness Influence Psychological Empowerment and Volunteering,” Society for Consumer Psychology Conference, Savannah, GA. Rudd, Melanie (2018, February), "Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation," Texas A&M, College Station, TX. Ebrahimi, Mahdi, Melanie Rudd, and Vanessa M. Patrick (2017, October), "To Thrive or to Suffer at the Hand of Busyness: How Lay Theories of Busyness Influence Psychological Empowerment and Volunteering," Association of Consumer Research North American Conference, San Diego, CA. Izadi, Anoosha, Melanie Rudd, and Vanessa M. Patrick (2017, October), "The Way the Wind Blows: How Direction of Airflow Influences Creativity," Association of Consumer Research North American Conference , San Diego, CA. Rudd, Melanie (2017, March), "Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation," University of Houston Assistant Professor Excellence (APEX) Speaker Series, Houston, TX. Rudd, Melanie, Kathleen D. Vohs, and Christian Hildebrand (2017, February), "Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation," Society for Consumer Psychology Conference, San Francisco, CA. Rudd, Melanie (2016, February), "Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation," University of Washington, Seattle, WA. Rudd, Melanie and Kathleen D. Vohs (2015, October), "Inspired to Create: How Awe Enhances Openness to Learning and Desire for Experiential Creation," Association of Consumer Research Conference, New Orleans, LA. Izadi, Anoosha, Melanie Rudd, and Vanessa M. Patrick (2015, October), "Blowing in the Wind: Wind Direction Influences Creativity," poster presented at Association of Consumer Research North American Conference, New Orleans, LA. Rudd, Melanie (2015, June), "The Power of Being Present: Expanding Perceptions of Time through Temporal Focus," Masters of Applied Positive Psychology Program, Philadelphia, PA. Rudd, Melanie (2014, October), "Expand Your Breath, Expand Your Time: Boosting Perceived Time Affluence through Slow Controlled Breathing," Association of Consumer Research North American Conference, Baltimore, MD.* Session Co-Chair: "Consumer Attention: Fresh Perspectives on A Classic Construct" Ebrahimi, Mahdi, Melanie Rudd, and Vanessa M. Patrick (2014, October), "Lay Theories of Time," poster presented at Association of Consumer Research North American Conference, Baltimore, MD. Rudd, Melanie (2014, March), "Expand Your Breath, Expand Your Time: Boosting Perceived Time Affluence through Slow Controlled Breathing," Society for Consumer Psychology Conference, Miami, FL. * Session Chair: "The Time Has Come: Exploring Temporal Distance and Temporal Resources" Rudd, Melanie, Jennifer Aaker, and Michael I. Norton (2013, October), "Leave Them Smiling: How Concrete Goals Create More Happiness than Abstract Goals," Association of Consumer Research North American Conference, Chicago, IL. Rudd, Melanie, Jennifer Aaker, and Michael I. Norton (2013, February), "Leave Them Smiling: How Concrete Goals Create More Happiness than Abstract Goals," Society for Consumer Psychology Conference, San Antonio, TX. Rudd, Melanie (2013, February), "Being Present: Expanding Consumers' Perceptions of Time through Momentary Temporal Focus," Columbia University, New York, NY. Rudd, Melanie, Kathleen D. Vohs, and Jennifer Aaker (2013, January), "Awe Expands People's Perception of Time, Alters Decision Making, and Enhances Well-Being," The 14th Annual Meeting of the Society for Personality and Social Psychology, New Orleans, LA. Rudd, Melanie (2012, October), "Being Present: Expanding Consumers' Perceptions of Time through Momentary Temporal Focus," Hong Kong University of Science and Technology, Clear Water Bay, HK. Rudd, Melanie (2012, October), "Being Present: Expanding Consumers' Perceptions of Time through Momentary Temporal Focus," University of Houston, Houston, TX. Rudd, Melanie (2012, September), "Being Present: Expanding Consumers' Perceptions of Time through Momentary Temporal Focus," Dartmouth College, Hanover, NH. Rudd, Melanie (2012, September), "Being Present: Expanding Consumers' Perceptions of Time through Momentary Temporal Focus," University of Wisconsin, Madison, WI. Rudd, Melanie (2012, September), "Being Present: Expanding Consumers' Perceptions of Time through Momentary Temporal Focus," University of Kansas, Lawrence, KS. Rudd, Melanie (2012, September, "Being Present: Expanding Consumers' Perceptions of Time through Momentary Temporal Focus," University of Pittsburgh, Pittsburgh, PA. Rudd, Melanie, Kathleen D. Vohs, and Jennifer Aaker (2012, May), "Awe Expands People's Perception of Time, Alters Decision Making, and Enhances Well-Being," Bay Area Marketing Symposium, Santa Clara, CA. Rudd, Melanie, Kathleen D. Vohs, and Jennifer Aaker (2012, February), "Awe Expands People's Perception of Time, Alters Decision Making, and Enhances Well-Being," Society for Consumer Psychology Conference, Las Vegas, NV. Rudd, Melanie, Kathleen D. Vohs, and Jennifer Aaker (2011, October), "Awe Expands People's Perception of Time, Alters Decision Making, and Enhances Well-Being," Association of Consumer Research North American Conference, St. Louis, MO. * Session Chair: "It Shrinks, Stretches, Contracts, and Expands: Exploring the Remarkable Malleability of Time" Rudd, Melanie and Jennifer Aaker (2010, October), "Expanding Time: Altering Consumers' Experience of Time through Temporal Perspective," Association for Consumer Research North American Conference , Jacksonville, FL.

Last modified: December 17 2018 13:27:15