About the Index Author

Eugene Chan, PhD

Eugene (PhD Toronto) is a behavioural scientist whose 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, he bridges rigourous research with real‑world application. His academic work, published in Financial Times Top 50 journals, examines how people evaluate claims, judge credibility, and respond to messages in high‑stakes contexts. In his advisory work, he guides organizations through trust‑critical challenges by designing clearer communication, improving customer experience, and navigating crises where reputation and clarity matter most.

His expertise is frequently sought by global media for his ability to explain how people think and decide under pressure. He has appeared on the Australian Broadcasting Corporation as well as the Canadian Broadcasting Corporation, while his work has been covered media outlets such as by Australian Financial Review, Boston Globe, Globe and Mail, Men’s Health, New Scientist, Pacific Standard, Sydney Morning Herald, Toronto Star, and Wall Street Journal. He has authored multiple books on brand resilience and crisis communication, and his insights inform leaders across industries facing complex behavioural and reputational risks.

Academic Credentials

PhD in Management, University of Toronto
MA in Social Psychology, University of Chicago
AB in Psychology, University of Michigan

Academic Employment

Full Professor & Van Norman Chair of Business, Tyndale University
Associate Professor of Marketing Management, Toronto Metropolitan University
Associate Professor of Consumer Science, Purdue University
Senior Lecturer in Marketing, Monash University
Lecturer in Marketing, University of Technology Sydney