Kati Rust

Kati Rust is a Ph.D. candidate in the Marketing Department at Eli Broad College of Business, Michigan State University. Her research encompasses consumer behavior in persuasion, primarily applied to branding and technological domains. She brings significant industry experience to the program, having worked in brand and product management roles at Fortune 500 firms.

Zhao, Yanhui, Wyatt A. Schrock, Yuerong Liu, Victor V. Chernetsky, Katherine L. Rust, and Douglas E. Hughes. "Competitive–cooperative trait balance in B2B salespeople." Industrial Marketing Management 134 (2026): 297-311.