Colleen P. Kirk's research centers around consumer behavior, especially in the areas of psychological ownership, emotions, and decision-making. Specific areas of interest include: exploring how and when consumers' feelings of ownership lead to territorial responses; understanding how consumers come to feel a sense of ownership of intangible digital technologies and its implications for marketers; narcissism in consumer behavior; and nonconscious processing and investor behaviour. Focusing her research on experimental design, Dr. Kirk is also interested in diverse methodologies and analytical techniques. Her work is published in top journals such as Journal of Consumer Research, Journal of Advertising Research, Entrepreneurship: Theory and Practice, Journal of Behavioral and Experimental Economics, Journal of Brand Management, Journal of Marketing Theory and Practice, and Journal of Retailing and Consumer Services. An award-winning researcher and reviewer, she presents at leading national and international conferences, and is a regular reviewer for top journals.

In addition to her research, Dr. Kirk has an extensive professional background in product management, marketing, and sales in the computer industry.