Marshall Bridge Building

Faculty Research Fair 2022: Kristin Diehl

Professor of Marketing

March 08, 2022

Kristin Diehl

Kristin Diehl, Ph.D.

Professor of Marketing

One of Diehl’s co-authored papers on photo-taking was a finalist for the best paper award at the Journal of Consumer Research in 2021: “How the Intention to Share Can Undermine Enjoyment: Photo-taking Goals and Evaluation of Experiences.”

In addition to her research on photo taking, another area of focus is how consumers search for and use information when search costs are low, assortments are large and personalized recommendation tools may be available. Diehl is also interested in the role of consumer co-creation and customization of products and experiences as an alternative to choosing from large assortments.

She has published in journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Personality and Social Psychology, Journal of Experimental and Social Psychology, Cognition and Psychological Science. Her work has been featured in The New York Times and The Wall Street Journal and on NPR, among other outlets. She serves on the editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology and Journal of Marketing.

Diehl graduated with a Ph.D. in marketing from Duke University and a degree of Diplom-Kauffrau from the Johannes Gutenberg Universität in Mainz, Germany.

Research Fair Presentation Summary

Through the Lens - How Talking and Viewing Photos Affects Our Lives

Imagine yourself on a hike, at a conference, or simply having a coffee with a friend. What do these things have in common? You probably have taken a picture in these settings and in many more. Always being able to take and consume pictures dramatically changes how we experience our lives in ways we generally do not anticipate correctly. While these newfound abilities may become problematic in some situation, our data suggests that often they can be used to enrich our lives.