I’m an Assistant Professor of Marketing in the Faculty of Management at Dalhousie University. Prior to my position at Dal, I was a Postdoctoral Researcher at Duke University’s Fuqua School of Business working jointly between the Marketing Area and the Management & Organizations Area.
My research investigates the psychology of consumers. Specifically, I study how consumers’ motivations, attitudes, and beliefs influence how they evaluate products, how they perceive brands, and how they perceive other consumers. To conduct this research, I test theoretical predictions from the literatures on consumer psychology and social cognition using behavioral methods. This often involves establishing phenomena in the real world using large surveys of consumers and then delving deeper into the root of behavior by conducting carefully designed experiments.
My work has theoretical implications for researchers and it has practical implications for managers, consumers, and policymakers across several contexts. Below is a list of the topics I study along with the literature and methods I use in my research.
Marketing Topics Studied
o Consumer preference
o Consumer well-being
o Impression management
o Branding
o Marketing communications
o New product concepts
Theoretical Expertise: Consumer Psychology
o Self-related attitudes, beliefs, and motivations
o Organizational trustworthiness and brand trust
o Consumption signals (e.g., status, competence, morality)
o Antecedents of new product evaluation
Methodological/Empirical Expertise: Behavioural
o Establishing causal relationships using experimental design
o Testing psychological process conceptually (via direct manipulation, moderation) and statistically (via mediation)
o Modeling observed variables (univariate and multivariate regression/ANOVA, path analysis)
o Modeling latent variables (factor analysis, structural regression)
