I am a Marketing researcher with extensive background in language behavior.
Using my knowledge, I analyze marketing communications and user generated content on social networks. I identify trends and commonalities in the field and explain them using my special knowledge of language theory.
Language is a fascinating ability of human kind. It can be especially interesting in interaction with other aspects of human behavior, such as social relationships, cooperation, emotions and attitudes. 

For example, an analysis of the language of product reviews shows that when people write about fun experiences (what is called hedonic consumption), they tend to use more figurative language (metaphor, word play). In fact, the use of figurative language in product reviews can make people believe the product is more hedonic (more fun). All this happens because of the psychological link between emotional states and language.

Aside from this aspect of product reviews, I also explore ways to detect insincerity in product reviews, based on the language they use. I do this  in collaboration with computer scientists, combining behavior experiments and developing a code to automatize this detection process.

Another example is the prominent use of assertive communication in marketing and social messages, as in "Save our planet!" or Nike's "Just Do It!". In several works I explain why marketers use this language, despite its natural tendency to evoke resistance in people, 
and when can it actually be more convincing than more gentle language.

I examine how the sounding of a brand name can affect attitudes towards the brand name, even before the meaning of the name crosses our mind.

To read research ideas and projects under development, please visit my Work in Progress.
For working papers, papers under review and published work, please visit my Papers
If you are interested in citations for my works, please visit my Google Citations Profile.

Current position: 
Assistant Professor of Advertising and Marketing Communication, Michigan State University
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