C. Angela Chang

I am a Teaching Professor of Marketing at the D'Amore-McKim School of Business, Northeastern University, and a seasoned academic with more than twenty years of experience in higher education across five institutions. I began my career as an Assistant Professor at Ramapo College before joining Shippensburg University, where I was awarded tenure in 2009. I subsequently held faculty positions at Central Michigan University and Simmons University prior to joining Northeastern in 2018. I earned my Ph.D. in Marketing from the Kelley School of Business, Indiana University.

My research examines how consumers make decisions in health, sustainability, and prosocial contexts — from medication adherence and green product use to wasteful consumption and gift-giving behavior. I also study how promotional framing, pricing, and product aesthetics shape consumer response, with additional work on retail shopping aids and brand competition. My work has appeared in leading journals, including the Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Health Psychology, and Journal of Experimental Social Psychology, and I currently serve as Associate Editor of the International Journal of Consumer Studies and on the editorial board of Health Marketing Quarterly.

Alongside my research and teaching, I have taken on significant leadership responsibilities within my institution. I was twice elected by my faculty peers to the Faculty Policy Committee, where I have helped shape promotion criteria, performance evaluation frameworks, and workload and curriculum policy for a college of more than 220 full-time faculty and 7,600 students. I also serve on the Faculty Senate Administrator Evaluation Oversight Committee, designing and analyzing the instruments used to evaluate department chairs and deans, and on the Peer Merit Evaluation Committee, conducting formal reviews of teaching effectiveness that inform merit-based compensation decisions. My leadership extends to faculty hiring, through service on the Non-Tenure-Track Faculty Recruiting Committee, and to curriculum oversight, as Course Coordinator for Marketing Research taught across Northeastern's global campuses and for Introduction to Marketing, where I led coordination across more than twenty sections and ten faculty members. I teach approximately 200 students annually and regularly recruit industry partners and entrepreneurs to serve as live clients for student marketing research projects, connecting classroom learning to real-world practice.

My research examines how consumers make decisions in health, sustainability, and prosocial contexts, as well as how promotional framing, pricing, and product aesthetics shape consumer response — using field data, surveys, and experiments to understand why consumers give, buy, and behave the way they do.

I teach across undergraduate and MBA marketing curricula, currently at Northeastern University, with a course history spanning eight institutions over two decades.

Beyond research and teaching, I contribute to Northeastern University at the department, college, and university level, and to the discipline through editorial and reviewing work.