Professor My (Myla) Bui earned her Ph.D. from the University of Arkansas and her MBA from Loyola University New Orleans. In the fall of 2009, she joined Loyola Marymount University and is currently an associate professor of marketing. She has professional experience in promotional marketing through Nola.com and business development/market research through Intralox Inc., USA. Professor Bui has published articles in the Journal of Advertising Research, Journal of Public Policy & Marketing, European Journal of Marketing, Journal of Consumer Policy, Journal of Consumer Affairs, Journal of Nonprofit and Public Sector Marketing and the International Journal of Retail & Distribution Management, among others. Her research interests include food and health consumption decision making, consumer emotions and retailing atmospherics.
University of Arkansas: PhD, Marketing 2009
Loyola University New Orleans: MBA, Graduate Studies 2005
Loyola University New Orleans: B.A., Undergraduate Studies 2003
Areas of Expertise (9)
Public Policies Promoting Consumer Wellness
Healthcare Management & Innovation
Consumer Health and Welfare Issues
Industry Expertise (3)
- American Marketing Association
Media Appearances (2)
University of Arkansans online
University of Arkansans alumni spotlight on Myla Bui-Nguyen, Ph.D.
A Conversation With Myla Bui
Loyola Marymount University online
My (Myla) Bui is assistant professor of marketing in the College of Business Administration. Her research in consumer decision-making is focused on consumer health and welfare issues. These issues include how factors such as health labels, product design, packaging and social environments influence consumer choices. She was interviewed by Editor Joseph Wakelee-Lynch.
Namin, Aidin, Brian T. Ratchford, Julian K. Saint Clair, My (Myla) Bui, Mitchell L. Hamilton
Students, in general, get into undesirable eating habits, partly due to the decrease in consumption of unhealthy,
prepared food items (e.g., take-out). This research applies a multi-method approach to modeling the motivations behind cooking behavior for this cohort of young-adult consumers. Focus groups are conducted and findings are incorporated into an integrative framework to develop and estimate three quantitative choice models for predicting millennials’ cooking behavior.
Tangari, Andrea, My (Myla) Bui, Kelly Haws, and Peggy Liu
This research investigates how provision of calories-per-serving information on serving size labels affects snack consumption quantity. Drawing from expectancy-disconfirmation theory, this research shows that providing calories-per-serving information can ironically create a consumption backfire effect (consumers eat more when presented with calories-per-serving information) for snacks perceived as unhealthy but not for snacks perceived as healthy. The authors find that this effect arises when calorie expectations are higher than the posted calories-per-serving level—a frequent occurrence due to stated serving sizes that are typically smaller than amounts consumed in one sitting. The authors also show that attention to calorie information plays a key role such that the backfire effect occurs among consumers who pay more attention to calorie information. Furthermore, motivational factors including individual differences and perceptions of the risk associated with consuming a snack also play a role in driving consumption differences. The authors offer managerial, policy, and consumer welfare implications, including proposing and testing larger stated serving sizes as an intervention.
Bui, My, Andrea Tangari, and Kelly Haws
The purpose of this research is to examine how perceived food healthfulness and package partitioning interact to impact intended and actual consumption. Across three studies, findings indicate that both intended consumption and actual consumption of the perceptually healthier food items increase when packaging is not partitioned. Further, partitioning does not change the intended or actual consumption of foods perceived as less healthy. Accordingly, perceptually healthy foods tend to be consumed more when servings are not partitioned, suggesting a positive health halo leading to a “healthy = eat more” consumption pattern. The role of affect regulation theory and, more specifically, guilt, in this process is examined. These findings have implications for marketers, food manufacturers, and public policymakers interested in reducing obesity.
2. Kemp, Elyria, My Bui, Anjala Krishen, Pamela M. Homer and Michael S. LaTour
The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in healthcare advertising.
People compensate for small food-unit sizes by eating more units compared to regular-sized units, but
the aggregate of calories people consume of smaller versus regular units is still less because each unit consumed increases perceptions of overindulgence and impulsivity. This suggests that if perceptions of a food unit's smallness could be disrupted, people may not need to compensate, resulting in a further reduction in aggregate food chosen and consumed.
This research investigates consumer decision making and brand commitment for brands promoted as “healthy.” The authors examine the relationship of brand familiarity to brand credibility, brand quality, purchase intentions, and brand commitment. The findings indicate that familiarity can help increase purchase intentions and brand commitment for healthy brands with low credibility. However, to go beyond a transactional exchange to one that is relational in nature, familiarity, credibility, and quality are all crucial for fostering brand commitment.
The purpose of this study is to further understand ideal self-goals and regulatory focus orientation
within the context of consumer health decisions. To do so, the present research examines the
intersection of ideal weight goal progress and regulatory orientation on consumer health-related
decisions. Across two experimental studies, findings suggest that those far away from their ideal
weight goals are more inclined to participate in adaptive health behaviors.
From a goal-theoretic framework, this paper proposes that fear-based framing of health messages can lead to positive decision intentions, thus helping consumers make better future health-related choices.
This research takes a new look at individuals’ attitudes and intentions towards losing weight. Study 1 examines the relationship among those interested in losing weight and individual self-evaluative ambivalence on attitude towards trying to achieve a weight loss goal and the intentions to achieve the weight loss goal. For Study 2, a between-subjects experimental design, where attitudinal ambivalence and prior outcome feedback were manipulated and self-efficacy was measured, is conducted to examine attitude towards eating healthier and intention to change eating behaviours.
This research aims to examine the effects of varying front-of-package (FOP) nutrition information type on parents’ food product choices for children.
The research investigates the impact of emergent technologies, specifically supply-chain technology and food-production technology (i.e., genetically modified organisms [GMO]), on global food retailers’ supplier decisions.
This research examines how more proximal or immediate goals of affect regulation impact goals of weight loss and maintenance. Findings suggest that both psychological and social factors play a role in eating behavior and food overconsumption.
This research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases influence repeat purchase behaviour. The paper aims to introduce a model that explains and examines the meditating role of consumers’ attitudes, emotion regulation and subjective norms in the shopping experience for online music.
This study addresses kiosk-based shopping behavior among female consumers. The authors sought to build upon existing promotional retail research that showed and explained gender differences in experiential shopping environments. Upon confirming extant literature findings of gender differences as they apply to perceptions of shopping risk in kiosk environments, the current study manipulates levels of anticipated regret for males and females when shopping in kiosks versus traditional department stores in a between-subjects experimental design incorporating a diverse non-student sample.
Excessive sodium intake is a major cause of hypertension, a significant risk factor for several forms of cardiovascular disease, including coronary heart disease, stroke, and heart failure. Despite this finding, the average intake among Americans is 150% of the maximum recommended level. The goal of this research is to obtain greater consumer insight into this important public health issue. The authors analyze data from the National Health and Nutrition Examination Survey 2005–2006 and conduct two experiments using a nationwide panel of consumers. The results indicate that hypertension status has a significant effect on consumers’ attention to sodium on the Nutrition Facts panel (Study 1) and moderates the influence of sodium disclosure on perceived cardiovascular disease risk and purchase intentions for restaurant items (Study 2).
Consumer research has demonstrated that emotions play an important role in the decisionmaking process. Individuals may use consumption or purchasing as a way to manage their emotions. This research develops a model to help explain the process by which individuals engage in consumption to manage their emotions, and examines the efficacy of an advertisement for a hedonic product that uses affect-laden language to stimulate such a process.
The purpose of this paper is to assess how regret affects consumer satisfaction levels, extent of rumination, and brand-switching intention. The paper also seeks to examine any mediating effects between regret and rumination that can be found due to consumers’ negative emotions.
With a segment of consumers growing more health conscious, food manufacturers are feeding consumers’ desire for more healthy products by “reformulating” their products to create healthier versions as well as positioning complete product lines as “healthier alternatives.” The present research aims to examine variables crucial in the brand-building process for brands that are perceived as “healthy.”
Given the current social problem of obesity, past and current research efforts have examined consumer choice and decisionmaking regarding food consumption. However, preventative health behaviors such as exercise are also instrumental in combating the obesity epidemic. Limited studies in the marketing literature have explored how internal and psychological characteristics influence physical activity and exercise regularity. Thus, this study seeks to examine how individual self-efficacy impacts exercise behavior.
Emotional eating affects many individuals and can lead to food overconsumption. The present research provides a theoretical foundation for examining the influence of food advertising, social norms, and related mediating influences on emotional eating. Insight offered through interviews with emotional eaters and an emotional eating conceptual model demonstrate that emotional eating is heavily influenced by food advertising, which can incite desire and ruminative thoughts about food.
The purpose of this paper is to gain insight regarding the impact of consumer regret on shopping in mall kiosks and its relationship with consumer variety-seeking tendencies.
Excessive alcohol consumption is associated with numerous adverse health conditions and is the third leading cause of preventable death in the United States. Unlike manufacturers of most other packaged food and beverage products, alcohol beverage producers are not required to disclose product nutrition information. The primary purpose of this research was to test predictions and provide insight regarding consumers’ potential responses to the provision of Serving Facts information on alcohol beverage labels. Implications of the results for public policy makers and consumer welfare are offered.
The purpose of this study is to understand how a doctoral student’s experiences during a doctoral program influence the student’s perceived (1) satisfaction and (2) perceived success. In addition, we also look at the role that burnout plays in these relationships. Results show that supervisor support and socialization are highly important factors in the overall satisfaction and success of doctoral students.