Our Expertise
Eugene Chan, PhD
Founder & Principal Strategist
Eugene is a behavioral scientist whose work focuses on the moments when customers are uncertain, skeptical, or under scrutiny, translating insights from consumer psychology into practical strategies that strengthen confidence, reduce friction, and improve adoption across products, services, and communication.
As both a scholar and practitioner, he bridges rigorous research with real‑world application. His academic work, published in Financial Times Top 50 journals, examines how people evaluate claims, judge credibility, and respond to messages in high‑stakes contexts. In his advisory work, he guides organizations through trust‑critical challenges by designing clearer communication, improving customer experience, and navigating crises where reputation and clarity matter most.
His expertise is frequently sought by global media for his ability to explain how people think and decide under pressure. He has appeared on the Australian Broadcasting Corporation as well as the Canadian Broadcasting Corporation, while his work has been covered media outlets such as by Australian Financial Review, Boston Globe, Globe and Mail, Men’s Health, New Scientist, Pacific Standard, Sydney Morning Herald, Toronto Star, and Wall Street Journal. He has authored multiple books on brand resilience and crisis communication, and his insights inform leaders across industries facing complex behavioral and reputational risks.
Academic Credentials
PhD in Management, University of Toronto
MA in Social Psychology, University of Chicago
AB in Psychology, University of Michigan
Academic Employment
Full Professor & Van Norman Chair of Business, Tyndale University
Associate Professor of Marketing Management, Toronto Metropolitan University
Associate Professor of Consumer Science, Purdue University
Senior Lecturer in Marketing, Monash University
Lecturer in Marketing, University of Technology Sydney
Consumer Behavior: Asia-Pacific Edition
Cengage, 2021
Co-authored with Wayne Hoyer, Deborah MacInnis, Rik Pieters, and Gavin Northey, this textbook adapts foundational consumer behavior theory to the Australia and New Zealand context, combining leading academic research with regional case studies, brands, and contemporary marketing examples. It explores how cultural, technological, and ethical factors influence consumer decision-making, while addressing emerging topics such as social media, smartphones, and online consumer behavior.
Designed for both students and practitioners, the book bridges theory and practice through concept maps, marketing applications, critical thinking exercises, and real-world case studies. By connecting behavioral science with contemporary marketing challenges, it provides readers with practical insights into understanding consumers and developing more effective marketing strategies.
Consumer Behavior in Practice: Strategic Insights for the Modern Marketer
Palgrave Macmillan, 2024
Consumer Behavior in Practice bridges the gap between behavioral science and real-world marketing by showing how consumer behavior theory can be applied to contemporary business challenges. Rather than focusing solely on academic concepts, the book demonstrates how behavioral insights can improve decision-making across key marketing domains, including advertising, pricing, brand loyalty, emotional marketing, digital consumer behavior, luxury branding, and cross-cultural marketing. Each chapter combines research with practical examples to illustrate how consumers think, decide, and behave in today's marketplace.
The book also explores emerging issues that are reshaping consumer behavior, including the sharing economy, sustainable consumption, ideological consumption, and brand crises. By examining these topics through a behavioral science lens, it helps readers understand how psychological, social, and cultural factors influence purchasing decisions and brand relationships. Throughout, the emphasis is on translating evidence-based consumer research into practical strategies that marketers, business leaders, and students can apply to better understand customers and create more effective marketing initiatives.
Managing Brand Crises: A Guide to Navigating the Storm
Business Expert Press, 2025
In today’s fast-paced digital world, brand crises are no longer a question of “if” but “when.” With the power of social media amplifying every misstep, a poorly timed campaign, a product recall, or a public relations blunder can quickly spiral out of control, jeopardizing a brand’s reputation and financial future. Managing Brand Crises: A Guide to Navigating the Storm equips brand managers, PR professionals, and business leaders with the tools they need to weather the storm and emerge stronger.
This insightful guide explores the critical skills required to anticipate potential pitfalls, respond swiftly and transparently, and rebuild consumer trust. From mastering stakeholder engagement to crafting strategies for reputation recovery, this book provides actionable steps for transforming crises into opportunities for growth and innovation. Packed with real-world examples and expert advice, it demonstrates that with the right preparation and response, crises can become defining moments that strengthen a brand’s identity.
Whether you’re a seasoned professional or new to the field, Managing Brand Crises is an essential resource for navigating the challenges of today’s high-stakes marketplace. Learn how to stay ahead of the curve, safeguard your brand, and turn moments of adversity into opportunities for success.