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Ngoc (Rita) To

PhD Student

Ngoc (Rita) To

Bio

Rita is a doctoral student in Marketing at the Bauer College of Business. Her research interests focus on aesthetics and design issues in marketing. Currently, she is investigating how different aesthetic elements influence consumer self-brand connection.

Research Interests

  • Art & Aesthetics
  • Visual Marketing
  • Luxury Branding

Working Papers

  • "Minimalist vs. Maximalist: How Packaging Design Influences Consumer Self-Brand Connection" with Vanessa Patrick
  • "The Influence of Ad Model's Eye Gaze on Self-Brand Connection" with Vanessa Patrick
  • "A Sign of Inequality: How Visual A(Symmetry) Motivates Prosocial Behavior) with Vanessa Patrick
  • Activities & Interests

    • Drawing
    • Playing Piano

    Contact Info

    Phone:
    713-743-4578
    Email:
    nmto@bauer.uh.edu
    Room:
    MH 385K
    Website:
    No Web Site Currently

    Education

    Ph.D., Marketing, University of Houston, (expected) May 2021
    B.BUS. (Honors), Marketing, Auckland University of Technology, New Zealand, 2014