Sydni Do
Doctoral Student
Sydni Fomas Do is a fourth-year doctoral student in Marketing at the Eller College of Management, University of Arizona. Her research expertise lies in consumer welfare, financial decision-making, and brand activism, with a particular focus on the intersections of gender identity, culture, and race. Sydni's work addresses contemporary marketing challenges, exploring how the marketplace can improve the well-being of underrepresented and vulnerable populations.
Sydni’s research has been published in leading marketing journals, including the Journal of the Association for Consumer Research and Current Opinion in Psychology. Sydni’s current work explores how gender stereotypes influence financial decision making, downstream consequences of financial distress, and the application of artificial intelligence in educating financially vulnerable populations.
She has also received several prestigious awards and honors, including the American Marketing Association’s Valuing Diversity PhD Scholarship, the Dr. Eli Jones Promising Young Scholar Award, and the 2024 Baruch Research Symposium Fellowship. Her research has also been supported by grants from the Lundgren Retail Collaborative and the Center for Management Innovations in Healthcare.
Sydni has presented her research at prominent academic conferences and symposia, such as the Baruch College Symposium, the American Marketing Association Summer Conference, and the Consumer Culture Theory Conference.
In addition to her academic achievements, Sydni brings practical experience from her roles in marketing and financial services at organizations like Auto-Owners Insurance Company, Forester’s Financial, and NetGain Technologies.
- Co-chair for Knowledge Forum: Marketplace Inclusion of Financially Vulnerable Consumers at the Association for Consumer Research Conference
- Research interests: Judgement and decision making, Consumer well-being, financial decision-making
Publications
- Do, Sydni Fomas, Reimann, M., López, A., & Castaño, R. (2023). When Brand Narratives are Written in Metaphoric Terms, Can They Weaken Self–Brand Connections? Journal of the Association for Consumer Research. https://doi.org/10.1086/727831
- Do, Sydni Fomas, & Warren, C. (2023). Is laughter the best marketing? Why This is the Wrong Question. Current Opinion in Psychology, 54, 101694. https://doi.org/10.1016/j.copsyc.2023.101694
Areas of Expertise
- Judgement and decision making
- Consumer well-being
- Financial decision-making