University of Southern California

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Kristin Diehl
Associate Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

PhD, Duke University; Diplom-Kauffrau, Johannes Gutenberg University


Kristin Diehl's research focuses on how consumers search for and use product information, particularly in environments where search costs are low, assortments are large, and recommendation tools may be available. She also studies how people anticipate, experience, and remember events that unfold over time. In particular she is interested how taking photos during such experiences affects consumers’ enjoyment and memories of the experience. Professor Diehl has published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Behavioral Decision Making, Journal of Retailing, and Psychological Science. In 2010 she received the Early Career Award from the Association for Consumer Research. Professor Diehl serves as Associate Editor for the Journal of Consumer Research. Professor Diehl teaches classes on consumer behavior. Previously, she taught at the University of South Carolina and Duke University.


Diehl, K., Weingarten, E., and Zauberman, G. (2015) "Duration Consideration,".
Diehl, K., and Poynor, C. (2010) "Great Expectations?! Assortment Size, Expectations and Satisfaction," Journal of Marketing Research, 47 (April), 312-322.
Zauberman, G., Levav, J., Diehl, K., and Bhargave, R. (2010) "1995 Feels so Close Yet so Far: The Effect of Event Markers on Subjective Feelings of Elapsed Time," Psychological Science, 21 (1 (Jan)), 133-139.
Abendroth, L., and Diehl, K. (2006) "Now or Never: Effects of Limited Opportunities on Information Processing, Purchase Behavior, and Regret," Journal of Consumer Research, 33 (3), 342-351.
Zauberman, G., Diehl, K., and Ariely, D. (2006) "Hedonic versus Informational Evaluations: Task Dependent Preferences for Sequences of Outcomes," Journal of Behavior Decision Making, 19, 191-211.
Diehl, K. (2005) "When Two Rights Make A Wrong: Searching Too Much in Ordered Environments," Journal of Marketing Research, 42 (3).
Diehl, K., and Zauberman, G. (2005) "Searching Ordered Sets: Evaluations From Sequences Under Search," Journal of Consumer Research, 31 (4), 824-832.
Moorman, C., Diehl, K., Brinberg, D., and Kidwell, B. (2004) "Subjective Knowledge, Search Locations, and Consumer Choice," Journal of Consumer Research, 31 (3).
Diehl, K., Kornish, L., and Lynch, J. G. (2003) "Smart Agents: When Lower Search Costs for Quality Information Increase Price Sensitivity," Journal of Consumer Research, 30 (1), 56-71.