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Personal profile


Dr. Bora Min is a lecturer in the Marketing department at the Monash Business School, Monash University (Caulfield, Melbourne). Bora earend her Ph.D. in Marketing from the Marshall School of Business, Unversity of Southern California. She is a consumer behaviour researcher and experimentalist.

Ph.D., Marketing                                                        

University of Southern California, Los Angeles, USA

M.A., Social Psychology                                                     

Seoul National University, Seoul, Korea

B.A., Psychology & English Linguistics and Literature       

Seoul National University, Seoul, Korea


Research interests

Bora's main research interest is in the antecedents and consequences of consumers' novelty (vs. familiarityseeking. She explores the psychological factors that shape consumers' perspective of novel (vs. familiar) things, which can explain why and how consumers prefer and adopt novel (vs. familiar) products, services, ideas, and behaviors. 

She is also interested in the effects of perceived lack of psychological control on consumer behaviors. Bora's main contribution to this area currently lies in the attempt to identify different aspects of control, advancing the understanding of the nature of psychological control. 

Her other research interests include the effect of consumers' self-broadcasting behaviors (i.e., selfie photos/videos etc.) prevalent in the current consumer culture, consumers' online rating/review behaviors, and consumer well-being and happiness.


Google Scholar Profile

ResearchGate Profile


Monash teaching commitment

She teaches MKF 5926 Intergrated Marketing Communication to Master's students at Caulfield.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 12 - Responsible Consumption and Production