Samuel Su

Kellogg School of Management, Northwestern University

Hi, you can call me Sam. I am a PhD candidate in Marketing at the Kellogg School of Management, Northwestern University, currently on the academic job market for 2026–27. I expect to receive my doctoral degree in June 2027.

My research examines how consumers experience and value time. What I love about this is that our experience of time is not just objective like minutes of the clock. How we actually experience time is vast and varied across contexts: we form subjective perceptions of how fast time passes, how much of it we have, and how much it is worth. My work shows that these malleable temporal experiences shape what consumers value, how they make choices, and what they buy. Beyond this core stream, I study how consumers evaluate human–AI collaboration and how subtle visual cues shape consumer inferences about products.

In the papers I have published and under review, I combine lab and field experiments with machine learning tools such as LLM-based text analysis. My work has been published in the Journal of Marketing Research and the Journal of Business Research.