Expertise
Our expertise is grounded in behavioral science methodology—not adapted from it. That means the frameworks we apply are empirically founded, but the language we use is the language of the organizations we work with.
Eugene Chan, PhD
Principal Strategist
I am a behavioral scientist and strategist who helps organizations understand how people interpret signals of trust, credibility, and risk—and how those perceptions shape real‑world decisions. My 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, I bridge rigorous research with real‑world application. My academic work, published in Financial Times Top 50 journals, examines how people evaluate claims, judge credibility, and respond to messages in high‑stakes contexts. This research underpins my consulting practice. I guide organizations through trust‑critical challenges: designing clearer communication, improving customer experience, and navigating crises where reputation and clarity matter most.
My expertise is frequently sought by global media for my ability to explain how people think and decide under pressure. I have appeared on Australian Financial Review, Boston Globe, Globe and Mail, Men’s Health, New Scientist, Pacific Standard, Sydney Morning Herald, Toronto Star, and Wall Street Journal. I have authored multiple books on brand resilience and crisis communication, and my insights inform leaders across industries facing complex behavioral and reputational risks.
My work is grounded in a simple belief: organizations make better decisions when they understand the psychology behind customer behavior. By integrating behavioral science with practitioner‑ready design, I help teams turn scrutiny into resilience and build trust as a durable competitive advantage.
I earned my PhD from the University of Toronto’s Rotman School of Management, MA from the University of Chicago, and AB (Hons) from the University of Michigan. I have been or am on faculties at at Tyndale University, Toronto Metropolitan University, Purdue University, Monash University, the University of Technology Sydney, and the University of Ljubljana.
Consumer Behavior in Practice: Strategic Insights for the Modern Marketer
Palgrave Macmillan, 2024
This textbook bridges the gap between consumer behavior theory and real-world marketing execution. Rather than focusing solely on academic models, Consumer Behavior in Practice emphasizes how marketers can interpret and respond to consumer actions across domains like advertising, pricing, brand loyalty, and emotional marketing. The text uses contemporary examples—from the sharing economy to ideological consumption—to show how behavioral insights drive strategic decisions.
Each chapter includes practical tools: theory boxes for deeper context, “in practice” sections that show how concepts apply to real campaigns, and digital marketing insights that reflect today’s media landscape. The book is ideal for marketing students and professionals who want to understand why consumers behave the way they do—and how to adjust their strategies accordingly. It’s especially useful for diagnosing campaign performance and refining brand engagement tactics.
Managing Brand Crises: A Guide to Navigating the Storm
Business Expert Press, 2025
In an era of relentless scrutiny and digital volatility, Managing Brand Crises: A Guide to Navigating the Storm offers marketing managers and PR officials a pragmatic, pressure-tested roadmap for protecting brand trust when it matters most. Written by Eugene, a seasoned strategist and educator, this book doesn’t just diagnose reputational risk—it equips leaders to respond with clarity, speed, and integrity. Whether you're facing backlash, misinformation, or internal misalignment, this guide helps you turn turbulence into transformation.
At the heart of the book is the STORM framework, a five-part system designed to help brands assess vulnerabilities, mobilize response teams, and rebuild credibility under fire. STORM stands for Swift Response, Transparent Communication, Ownership of the Problem, Rebuilding Trust, and Monitoring and Learning—each element unpacked with real-world examples, strategic prompts, and actionable tools. It’s not theory for theory’s sake; it’s a toolkit for CMOs, communications directors, and brand custodians who need to make high-stakes decisions under pressure.
Consumer Behaviour: Asia-Pacific Edition
Cengage Australia, 2020
Co-authored with Wayne Hoyer, Deborah MacInnis, Rik Pieters, and Gavin Northey, this edition localizes foundational consumer behavior theory for the Australia and Asia-Pacific region. It integrates global research with regional case studies, advertisements, and brand examples to help students and professionals understand how cultural, technological, and ethical factors shape consumer decisions in diverse markets.
The book features concept maps, marketing implications boxes, and end-of-chapter cases that encourage critical thinking and application. Topics include online consumer behavior, smartphone influence, and sustainability—all framed within the context of Asia-Pacific consumer culture. It’s a valuable resource for educators and marketers seeking culturally relevant insights and tools to navigate regional market dynamics.