Journal Publications

• Ton, Lan Anh N., Rosanna K. Smith, and Julio Sevilla (2025), “Morality and Continuity Authenticity Tradeoffs in the Removal of Unethical Founders,” Journal of the Association for Consumer Research, 10 (1), 36-46.

• Ton, Lan Anh N., Rosanna K. Smith, and Julio Sevilla (2024), “Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products,” Journal of Marketing, 88 (2), 121-140.

  • 2021 William O. Bearden Doctoral Student Research Award, winner

  • Selected Media Coverage: Ariyh, Wall Street Journal, Harvard Business Review, Olson Zaltman

• Smith, Rosanna K., Elham Yazdani, Pengyuan Wang, Saber Soleymani, and Lan Anh N. Ton (2022), “The Cost of Looking Natural: Why the No-Makeup Movement May Fail to Discourage Cosmetic Use,” Journal of the Academy of Marketing Science, 50 (2), 324-337.

  • Selected Media Coverage: Chicago Booth Review

• Smith, Rosanna K., Michelle R. vanDellen, and Lan Anh N. Ton (2021), “Makeup Who You are: Self-Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work,” Journal of Consumer Research, 48 (1), 102-122.

Practitioner Publications

• Ton, Lan Anh N. (2023), “Why more food, toiletry and beauty companies are switching to minimalist package designs,” The Conversation, https://theconversation.com/why-more-food-toiletry-and-beauty-companies-are-switching-to-minimalist-package-designs-215215

  • Selected Media Coverage: Fast Company

Research in Progress

• Ton, Lan Anh N., Rosanna K. Smith, and Ernest Baskin, “Authenticity and Social Class,” under review at the Journal of Experimental Social Psychology.

• Ton, Lan Anh N., Rosanna K. Smith, and Shih-Chun (Daniel) Chin, “Material and Moral Purity,” four studies completed and archival data collection in progress.

• Yoo, Boonghee, Kiwoong Yoo, Ton, Lan Anh N., Heeyoung Yoo, “Customer Animosity,” revising for resubmission to the Journal of Marketing (received reject and resubmit decision).

• Ton, Lan Anh N. and Kiwoong Yoo, “Small Firm Expansion,” data collection in progress.

• Ton, Lan Anh N. and Kiwoong Yoo, “K-Pop,” data collection in progress.

• Ton, Lan Anh N., “Kinds of Purity,” data collection in progress.