Charles Zhang (inaugural co-director)

Assistant Professor of Marketing, University of California, Riverside  (2014-2023)

Charles Zhang's main research interest is judgment and decision making with an emphasis on numerical judgment and inference. Some of his published work is focused on how the granularity of communicated numbers conveys information that goes beyond the magnitude of the numbers. Professor Zhang also has some work on metaphor and embodiment.

Professor Zhang graduated from the University of Michigan with a PhD in Marketing. At UCR, he teaches Marketing Research to both MBAs and undergraduates, which he enjoys a lot owing to his earlier training in statistics and survey methodology as well as his industrial experience from Young & Rubicam and eBay. Prior to joining UCR in 2014, Professor Zhang taught at Boston College. In his leisure time, Professor Zhang enjoys classical music and board games.

Now: Research Professor at Advanced Institute of Business, Tongji University

Hang (Henry) Shen (inaugural member)

Founder and CEO, Lake West Analytics

Visiting Fellow, London School of Economics

(Initial placement) Assistant Professor of Data-Driven Marketing, IÉSEG School of Management, Paris, France

Yun (Joseph) Jie (inaugural member)

Distinguished Research Fellow, School of Tourism Management, South China Normal University

Prior positions: 

1. (Initial placement) Assistant Professor of Marketing, SolBridge International School of Business, Republic of Korea

2. Assistant Professor of Marketing, Sun Yat-Sen Business School, Guangzhou, China

Alyssa Wicker- LinkedIn

Alyssa graduated with a PhD in Marketing. Alyssa’s research focuses on positive emotions and their influence on consumer behaviors. She is particularly interested in the effects of gratitude on tipping, forgiveness of service failures, and gullibility. Prior to coming to UCR, Alyssa examined the impact of positive emotions on income allocation, cultural differences in emotion experience, and emotion regulation choices, as well as worked to understand the boundaries of psychological inertia. She graduated with a Master in 2018 from San Francisco State University, where she wrote her thesis on psychological inertia. 

Ziyi Zhang - LinkedIn

Ziyi graduate with a PhD in Management. She is interested in the social/personal-cognitive groundwork of organizational behavior. Ziyi's research particularly focuses on how people's beliefs influence ethical/unethical behaviors, performance, and emotions. Prior to coming to UCR, Ziyi has focused on the performance and transformation of the trust industry and financial indicators of company-level performance. Ziyi earned her Master's degree in Global Finance from Fordham University before joining UCR School of Business. 

Sam Haoyang Fan - LinkedIn

Sam graduated with an MBA concentrating in Business Analytics at the University of California, Riverside. 

I have a Bachelor's degree in Applied Mathematics and Management Science. I have a strong interest in interdisciplinary research, focusing on data science and management science, and I am particularly passionate about applying advanced machine learning techniques to the fields of behavioral economics and business. Moreover, I am dedicated to enhancing my knowledge and making meaningful contributions to research, and I have aspirations to pursue a more advanced degree. Outside of school, I love watching and playing soccer, and I support AC Milan.

Project: Using Natural-Language Processing to improve compliments in organizations

Xiang Shi - LinkedIn

Xiang Shi graduated with a Masters of Analytics from Viterbi Engineering School at the University of Southern California. She has a bachelor's degree in Financial Engineering. She is interested in combining machine learning with consumer behavior, finance, and related areas.

Projects: Using NLP to improve Compliments; What predicts citations for Management papers

Next step: PhD Program in Economics at University of Nevada - Reno

Shreya Deshmukh - LinkedIn

Hi! My name is Shreya Deshmukh, and I am a 4th-year economics major at UCR with an interest in medicine. I joined this lab to learn more about behavioral economics and decision-making in the context of healthcare, specifically its role in public health and patient adherence to treatment regimens. I hope to learn more about how economics can be used to improve healthcare. In the future, I plan to attend medical school to become a physician. In my free time, I love to draw, dance, play the piano, and read!

Project: Nudging gym attendance among UCR students

Next step: Medical school at Icahn School of Medicine at Mount Sinai

Alyssa Fundal - LinkedIn

Alyssa (pronounced "Eliza") is a 4th-year Environmental Science and Psychology double major at the University of California, Riverside. She is interested in researching the intersection between both fields, particularly as they relate to consumerism and environmental sustainability. She is passionate about applying behavioral economics to environmental contexts and hopes that BEDLab will help her refine her research interests and prepare for an interdisciplinary graduate program. Outside of school, she enjoys playing the piano and landscape painting!

Project: Reducing food waste with social norms at UCR Residence Restaurants

Next step: CORO Fellowship - SoCal class of 2024-25

Win Thant Tin Han- LinkedIn

Hello! I'm currently a Senior Computer Science Major at UC Riverside. I'm deeply interested in Artificial Intelligence and Machine Learning. Through BEDLab, I aim to delve into how individuals perceive, interact with, and make decisions around AI/ML systems. As part of my Honors Capstone Project, I'm exploring AI tool usage among college students. Specifically, I'm investigating how they decide to use Generative AI technologies like ChatGPT. In my academic journey ahead, I look forward to broadening my research to examine the wider impacts of AI/ML adoption in education and society.

Project: Exploring Perceptions of College Students Regarding Usage of Generative-AI tools (Honors Capstone)

Next Step: Masters of Computer Science at USC

Helen Huang

Helen majored in Business Economics and was a part of the Honors Program. She completed her honors capstone research on how speeding up video advertisements changes how consumers perceive the ad. Her research was published in the UCR Undergraduate Research Journal. Helens plans to gain work experience after graduation in economics and then may pursue a master's degree.

Project: Speeding Up Ads

Publication: Helen Huang & Ye Li (2023). Less is Less: Fast Ad Delivery Undermines Impact. UCR Undergraduate Research Journal, Volume XVII, p.57-65.

Shreya Jain - LinkedIn

Shreya Jain joined BEDLab as a first-year undergraduate economics student with a keen interest in behavioral economics and consumer psychology. Having previously dabbled in cognitive psychology and research in the field, she hopes to further her knowledge and experience in the domain. At BEDlab, she aims to pursue her interest in research and learn from the team! 

Transferred to UCSB

Karlee Labrador - LinkedIn

Karlee Labrador joined BEDLab as a second year and graduated in Business with a concentration in Marketing. She was a member of UCR's Healthy Campus and a tutor for the University Writing Program. Her research interests include attitudes and social cognition toward sustainability. She completed a research project on UCR student sustainability attitudes and behaviors and what determines the gap between attitudes and action.

Project: Measuring the link between sustainability beliefs and behaviors at UCR

Iva Mihajlovic - LinkedIn

Iva majored in Economics at UC Riverside with minors in Finance and Mathematics. She is passionate about behavioral economics and decision making, with a focus on health and well-being. Currently, Iva leads research projects exploring topics like dietary habits and mindfulness to uncover actionable insights for healthier choices. She aspires to use her research to inform impactful policies that contribute to a better world.

Projects: 1) Mindfulness and financial decision making, 2) Nudging healthy eating at Scotty's

Next step: PhD in Marketing at USC starting Fall 2025!

Gabriel Morada - LinkedIn

Gabe joined BEDLab as a third year as a Honors student, where he eventually completed an honors capstone project on "Instagram Happiness." He was interested in understanding what contributed to satisfaction with using Instagram. He graduated with a concentration in Marketing.

Project Lead: What leads to greater satisfaction with Instagram usage?

Marah Salloum - LinkedIn

Marah is currently a Registered Behavior Technician working with ABA therapy with children diagnosed with ASD. She has experience with data collection and analysis. She has conducted her own research relating to the correlations of personality types, music, and perceived happiness. She is currently working on her Honors Capstone Project focusing on anxiety relations with decision-making. She has obtained her Associate's Degree from Riverside City College in Psychology as well as Childhood/Adolescent Development. She is currently working towards graduating with her Bachelor's Degree in Psychology in 2025 from the University of California, Riverside. Her future goals include achieving a Ph.D. in Clinical Psychology and applying her knowledge to help individuals and treat psychological disorders. She aspires to learn more and more each day from educators, new experiences, and research!

Project: Anxiety Effects on Decision Making by College Students (Honors Capstone)

Publications: Marah Salloum & Ye Li (2025). Anxiety Effects on Decision Making by College Students. UCR Undergraduate Research Journal, Volume XIX, p.101-108.

Michael Wong - LinkedIn

Michael Wong joined BEDLab as a 2nd year where he completed his honors thesis on "Emotion and Decision Making: A Look into Loneliness and Behavioral Economics". He graduated with a degree in Business Administration with a concentration in Information Systems and minoring in Applied Statistics. As a member of the Riverside Indoor Soccer Club here at UCR, an avid gym goer and a food lover, he is the true definition of the slogan "Kinda Fit, Kinda Fat". His research interests include consumer behavior marked by emotional decision-making.  

Project: How loneliness impacts decision making among college students

Soumya Agarwal - LinkedIn - Data Analyst

Hi! My name is Soumya Agarwal, and I recently graduated with a degree in Business Administration, concentrating in Business Analytics. I’m passionate about working with data and exploring how it intersects with fields like AI, healthcare, decision-making, and psychology.

Being part of this research lab has allowed me to expand my exposure to data analysis in a real-world research setting. I’ve had the opportunity to work with tools and methods that bring data to life—transforming raw information into insights that drive meaningful conclusions. As I continue to grow, I’m focused on becoming a more impactful and data-driven thinker, with the goal of applying these skills as a future business leader who makes informed, ethical, and innovative decisions.

Reanna Alam - LinkedIn

As a fourth-year Computer Science with a Business Application major, my interest in consumer psychology led me to join BEDLab at the University of California, Riverside. With a passion for UX analysis and research, I am excited about contributing to the lab's exploration of consumer and managerial decision-making, gaining valuable insights into the intricate dynamics of human behavior in the digital landscape.

Keerthi Chidella - LinkedIn

Hi! My name is Keerthi Chidella and I am a 4th year Business Administration Major concentrating in Management here at UC Riverside. My interests lie in Organizational Change and Project Management, specifically regarding how organizations can strategically implement structural changes to make work more fulfilling for both employers and employees. At BEDLab, I hope to gain more experience in a research environment and learn about the nuances behind various research and data analysis strategies. 

Chuqi (Angel) Jin - LinkedIn - Data Analyst

Chuqi (Angel) Jin is a fourth-year undergraduate student who plans to minor in accounting while majoring in statistics with a statistical computing concentration. She has a strong interest in behavioral economics, the factors influencing how people make financial decisions, and the use of actual data in this research. She also aims to have a solid foundation in economics and business through the Behavioral Economics and Decision-Making Lab so that she can later pursue a graduate degree in business analytics or data science. She is thrilled to have the opportunity and join this incredible team.

Next step: Masters of Data Science, USC

William Lam 

As a second-year undergraduate student, William Lam has a variety of research interests ranging from choice architecture to consumer decision-making. He is currently pursuing a bachelor’s degree in economics at UC Riverside. During his time as a research assistant at BEDLab, he plans to further our understanding of how our bias leads us to frequently blunder in a marketplace setting. 

Jordan (Grayson) Law - LinkedIn

I am a four-year undergraduate at UC Riverside majoring in business economics and minoring in mathematics. I have a strong interest in economics and math, but I especially enjoy studying macroeconomic policy at the Federal level. At BEDLab, I hope to gain additional technical skills that can guide me to a career in policy analysis and research. After graduation, I plan on pursuing a law degree and a career in corporate law. Outside of school work, I enjoy watching Formula 1 and playing games with friends! 

Julian Lu - LinkedIn - Data Analyst

I am currently a fourth-year Economics student here at UC Riverside. My strong interest in the behavioral side of Economics led me to join BEDLab in hopes of getting hands-on experience regarding the subject. I hope assisting with research and projects in the lab can help me develop skills to do something similar in the future. In my spare time, I enjoy making and editing videos, playing basketball, and having riveting conversations regarding hypothetical situations.

Next steps: UT Austin for Masters of Business Analytics

Chandrahaas Mariserla - LinkedIn 

Hi! I'm a fourth-year undergraduate studying Business Administration with a concentration in Information Systems. I have a strong interest in consumer behavior, particularly to how it can apply to business intelligence and data analysis. Through BEDLab, I hope to gain more insight on identifying patterns in decision making as well as strengthening my data analysis skills.

Victor Nguyen - LinkedIn 

Hi! My name is Victor Nguyen, and I am an undergraduate student at UC Riverside majoring in Business Administration with a focus on Management. I am passionate about exploring the intersection of organizational behavior, behavioral science, and AI, particularly how these fields can improve decision-making in consumer and corporate environments. Through BEDLab, my goal is to contribute my growing knowledge and skills while gaining valuable research experience that aligns with my academic goals and aspiration to pursue higher education in Management. I am excited to collaborate on projects that advance our understanding of human behavior and decision-making in organizational contexts.

Next steps: Masters of Management at UCI

Ashwin Ramaseshan - LinkedIn

Ashwin Ramaseshan is a fourth-year Computer Science major at UC Riverside with a strong passion for machine learning and data science. Through BEDLab he hopes to gain knowledge and experience working with statistical models with its relation to behavioral psychology and consumer economics. He also seeks to develop vast knowledge about research techniques and use it for graduate school. Ashwin is very grateful for the opportunity and excited to contribute his ideas to this lab.

Arshleen Toor - LinkedIn - Data Analyst

Hi! My name is Arshleen Toor and I am a fourth-year undergraduate student at UC Riverside studying Business Administration (Information Systems) with a minor in Economics. I am passionate about applying my data analytics skills to research projects, particularly in Machine Learning and Artificial Intelligence. Through BEDLab, I want to explore how behavioral science and organizational behavior can improve decision-making in both consumer and managerial contexts. I am eager to contribute my expertise in data analysis while gaining valuable research experience that aligns with my academic and professional interests.

Sean Veve - LinkedIn

My name is Sean and I am a fourth year Economics major! I am interested in the applications of artificial intelligence in healthcare; specifically regarding the question of how important human to human interactions are versus automated systems to humans. In BEDLab, I hope to gain valuable insight into how people's preferences and ways of making decisions can be related to these questions. In the future, I would like to become a physician and use the knowledge that I have gained from here to help ensure that I can navigate the field of medicine as I move forward.

Richard Wang - LinkedIn

I study Business Economics at The University of California, Riverside. I am interested in learning about the research process necessary to prepare for Graduate School level research as well as gaining valuable experience that will help me develop my skills for my future career. I enjoy learning about Economics on the macro level and am also interested in how consumers make their decisions based on research in Behavioral Economics.

Dhruv Ahuja

I am a second-year undergraduate student at the University of California, Riverside majoring in Business Administration with a concentration in Finance. I have an interest in data analysis and organizational design. I am excited to learn more about the intersection between human behavior and finance.

• Transferred to UCSD

Devon Barnes - LinkedIn

My name is Devon Barnes, and I'm a senior Business Management undergraduate at UCR. In addition to BEDLab, I am also a Student Information Systems intern for the ITS Office of UCR. I aspire to a career in HR and Organizational Behavior, so I am thrilled for the opportunity to assist with research in decision-making science. 

Michael Beeli - LinkedIn

Michael Beeli was a second-year undergraduate student at the University of California, Riverside. He is majoring in Economics and Public Policy. His research interests are primarily in behavioral economics and the imperfect rationality of consumers. He is also interested in developing his research experience to prepare for graduate-level economics. 

• Transferred to Georgetown University.

Rohan Bijukumar - LinkedIn

Hey! My name's Rohan Bijukumar and I'm a second-year data science major with an interest in applying data science and analytical methods in the many fields of business and economics. While I'm not in an explicitly business-related major, BEDLab focuses on a topic that guides the world's markets: behavioral economics. And it's my understanding that by using technological and analytical skills, we can even better understand the field. He has since transferred to UC Berkeley.

William Bryant - LinkedIn

I am a third-year undergrad student at UC Riverside pursuing a double major in Statistics & Economics/Administrative Studies with a concentration in production management. I love to work with data and I am very interested in data science/machine learning and it’s applications within finance, tech, and science.

Pa Kou Chang - LinkedIn

Pa Kou Chang moved to Riverside from Fresno, California to study Psychology and Business Administration at the University of California, Riverside since September 2014, graduating in the summer of 2018. She proceeded to maintain and grow friendships in a fast learning environment with her peers and faculty. Passionate about the Psychology research of human emotion and visual cognition, Pa Kou became a research assistant for Dr. Zhang. With the encouragement from her family, she also helps teenagers with their personal growth through her involvement in fundraisers and volunteer work at a local SafeHouse in Riverside. As a graduate high school AVID scholar, Pa Kou also tutors children in tutoring and college preparation programs. Grateful for the support from her family and friends in all her four years experiences in Riverside, Pa Kou continues to strive to give back to her community.

Wesley Chang - LinkedIn

I am a senior at UC Riverside studying Economics and minoring in Applied Statistics. I am interested in data analytics, and plan to pursue graduate studies in statistics upon finishing my undergraduate education. Outside of BEDLab, I am a member of Alpha Phi Omega and have previously served as the Vice President of Finance for the Student Alumni Association. 

Next steps: Masters of Information and Data Science at UC Berkeley

Bingru Chen - LinkedIn

Bingru was a business major student at University of California, Riverside. I joined BEDLab to learn more about decision making and more. I also really interested in international business. Outside of school, I like to play tennis, travel, and enjoy some outdoor activities with my friends. 

* Bingru transferred to Fordham to play tennis for their NCAA team.

Paulina Chiang - LinkedIn

Paulina was a Business Administration major with a concentration in Management. In terms of research, she is interested in how a person's socioeconomics background can shape their decision making in terms of consumer behavior and in general. After graduating in December 2020, she is taking a gap year before going to graduate school!  

Rachelle De Guzman - LinkedIn

Rachelle De Guzman was an undergraduate Business Administration student concentrating in Business Analytics. Her research interests include consumer behavior and decision making. She hopes to apply this and further her understanding of Business Economics which can help her develop marketing skillsets.

Lauren Foley - LinkedIn

Hello, my name is Lauren and I am an undergraduate student at the University of California, Riverside pursuing a BS in Business Administration with a concentration in Marketing. Interested in advertising—specifically what makes a good persuasive campaign, I am interested in learning the factors that sway individuals to their final purchasing decisions. BEDLab explores human behavior in a business context and I am thrilled to learn and apply different criteria which affect consumer behavior. I am very excited to be part of this opportunity and partake in research training and tactics in the business field, as well as learn firsthand what affects consumer decisions and more about behavioral economics! 

Victor Garcia - LinkedIn

Victor Garcia is a fourth-year student studying public policy at UC Riverside. He is interested in understanding the research process in general but shares a specific interest in behavioral economics and the process that guides consumers. In addition, Victor is interested in exploring the intersection between consumer behavior and public policy. Outside of the academic realm, Victor enjoys spending his time camping, adventuring, and bouldering.

Nidhi Girish - LinkedIn

Nidhi Girish is currently a 2nd-year undergraduate student at the University of California, Riverside. She is majoring in Business Administration and looking to concentrate in either Business Analytics or Information Systems. She is excited for the opportunity to gain insight into the behavioral research side of business and is interested in interpreting consumer behavior due to socioeconomic and cultural factors in the fast changing world today. Aside from BEDLab, she is one of the captains of UCR Afsana (premier Bollywood fusion dance team) and a member of the Undergraduate Business Association.

Gorang Gupta - LinkedIn

I am a junior at UC Riverside studying business finance and biology. I also work as a tennis coach, play in an orchestra ensemble group, and am a co-founder of a public health advocacy organization that strives to educate the riverside community on various public health issues. I previously helped Professor Rami Zwick with a negotiation study and have become really interested in behavioral decision making and economics.

Handy Ho

Former Webmaster

Handy Ho majored in Biochemistry with an emphasis on Medical Field Studies. He is also a member of the Chinese Student Association. His research interests include Consumer Research, Human Neural System and Psychology of Human Behavior.

Prianka Iyer

Prianka Iyer majored in Business with a concentration in Information Systems. She is a member of Chinese Student Association, Women in Business, and Unmanned Ariel Vehicles. Her research interests include consumer behavior and intends to utilize her findings to improve her marketing skills.

Ashika Jaiswal - LinkedIn

Ashika is currently a 2nd-year Pre-Business Administration major at the University of California, Riverside. She is looking to concentrate in either Business Analytics or Information Systems in the near future. Aside from the BEDLab, she is the Vice President of the UCR Real Estate and Development Club. Her research interests include understanding the role culture plays in consumer choices and purchases. 

* Ashika transferred to UC Santa Barbara

Anita Jamshidi - LinkedIn

Anita Jamshidi majored in Marketing and minored in Media and Cultural studies. She was a member of both the American Marketing Association and Future Business Leaders of America on campus. Her research interests include consumer psychology and behavioral economics. 

Rebecca Lettes - LinkedIn

Rebecca Lettes is a 4th year undergraduate at the University of California, Riverside studying education and marketing. She is a member of the American Marketing Association at UCR and Order of Omega International Greek Leadership Honors Society. Rebecca also served as treasurer and vice president of Best Buddies at UCR. Upon graduation, she looks forward to working in sales and marketing.  

Andy Li - LinkedIn

I am a senior Statistics major student at UC Riverside. I want to learn more about analytics to discover the potential of various data. I am planning to pursue graduate programs in Business Analytics to further refine my skills and sharpen my talents. I am a big chess fan outside of school, it is very challenging and rewarding to outrun opponents with logic!

• Went on to Masters in Data Science at University of Chicago

Muhao (Jimmy) Li - LinkedIn

Muhao is a member of the class of 2026 at University of California, Riverside. He is pursuing a degree in Economics. He has strong interests in the areas of Economics with concentration in Mathematics and also Human Behaviors. He seeks to expand his knowledge and research skills.

• Transferred to UW - Madison

Linlin Liu - LinkedIn

Linlin Liu is a third-year Statistics major at University of California, Riverside. By joining BEDLab, she hopes to learn more about topics studied in the research, apply what she’s learned in real-life situations, and hone her skills in data collection and data analysis. Outside of study, she works as a student assistant at the UCR International Students & Scholars office. She is excited to join the team and looks forward to working with everyone.

Luis Macedo - LinkedIn

Luis Macedo started in BEDLab as a third-year undergraduate student at the University of California, Riverside. He is studied Business Administration with his concentration in Marketing. His research interests include consumer behavior, specifically in regards to consumer decision making and brand persuasion. He was Marketing Director for UCR’s chapter of the American Marketing Association.  

Ashlynn Wan Kwan Mai - LinkedIn

I’m a first-year at UC Riverside studying Biology, but I’m looking to change my major to Psychology due to my interest in human minds and behaviors. Currently, I’m a volunteer at Brain Exercise Initiative, which is a student organization use simple math, writing, and reading aloud exercises as an intervention to improve cognitive function in those diagnosed with Alzheimer's Disease. I’m very grateful for the opportunity to join BEDLab, and I can’t wait to learn more about human rationality and how people make judgments in their lives.

• Transferred to Cornell

Anika Mehta - LinkedIn

Hi! I am Anika Mehta, and I am excited to join BED Lab and gain exposure to the research side of the business field. Aside from this, I am the Director of Student Engagement for the Undergraduate Business Association and the Director of Public Relations for the South Asian Federation on campus. 

Bidisa Mukherjee - LinkedIn

Bidisa Mukherjee was an economics/administrative studies major concentrating in finance and minoring in applied statistics. Her research interests include consumer research and behavioral economics. She is currently a member of Alpha Kappa Psi and works as a fiscal student assistant at UC Riverside Undergraduate Admissions.

Ooha Nakka - LinkedIn

Ooha Nakka majored in Business Administration with a concentration in Information Systems, and minored in Applied Statistics. She hopes to apply her analytical skills in researching consumer behavior and decision making to gain a deeper understanding and appreciation of her studies and passion for Data Analytics.

Rainita Narender - LinkedIn

Rainita Narender double-majored in Psychology and Economics and is hoping to utilize the skills and tools she's learned in both disciplines in order to understand the mechanisms behind decision making while utilizing findings to fill gaps in the current literature. Specifically, looking at neurological mechanisms associated with executive function (pre-frontal cortex) and emotional regulation affecting how decisions are made and why. She was involved in two labs at UCR: the BED Lab and the Sleep and Cognition lab and hopes to utilize both experiences to create a unique skill set and perspective on current research projects. Additionally, she is involved with a new action and awareness organization on campus, Sleep Happy Highlanders where students learn the benefits of getting regulated sleep as well as the memory boosting impacts naps have! Educationally, her interests are in bettering the understanding of the maths and sciences within minorities as well as under privileged populations in the Riverside community through her tutoring job.

Jenny Nguyen - LinkedIn

Jenny is a 3rd year Business Administration student concentrating in Management. She is excited to get involved with the behavioral research done on campus and hopes to gain insight about decision making and its application within a business environment. Outside of BEDLab, Jenny is an assistant to an HR Expert Witness, serves as a member of the Inreach team for Asian American Christian Fellowship UCR, and spent the past year working on the management team at Typo Brea as a keyholder.

Fariha Patel - LinkedIn

Fariha Patel majored in Business Administration with a concentration in Information systems but also has an interest in finance. In terms of research, her interests include understanding how socioeconomic backgrounds affect consumer behavior. Outside of school, Fariha is an AVID tutor for middle school students.

Harsh Patel - LinkedIn

Harsh Patel studied Business Administration with an emphasis in Finance. His research interests include consumer behavior and decision making. He is a member of Alpha Phi Omega and his recent interest in the stock market has inspired him to seek more opportunities in the finance world.

Nicholas Ramos - LinkedIn

Nicholas joined as a 3rd year Business Major concentrating in business analytics. He also works at the Basic Needs Department at UCR as an R'Pantry Intern.

Joshua Schmidt - LinkedIn

Joshua is joined as a 2nd-year undergraduate student at the University of California, Riverside. He is pursuing his Bachelor of Arts in Economics as well as a minor in Business Administration. He looks forward to gaining insight into factors that drive the economic decisions of individuals and firms. In his free time, he enjoys browsing the internet for stock tips and current stock market trends.

Shayona Shah - LinkedIn

Hello! My name is Shayona Shah and I am currently a third-year Economics and Administrative Student, concentrating in Marketing. I am very much looking forward to being a part of this opportunity! I am passionate about learning more about connecting human behavior to Economics.  I also look forward to understanding more about research and how it can be implemented with business.

Nadine Shuhaibar - LinkedIn

Nadine Shuhaibar was an undergraduate student at the University of California, Riverside majoring in Business with a concentration in Information Systems. She is a member of Lebanese Social Club, Aerospace Club, and American Marketing Association. Her research interests include Consumer Research and Behavioral Studies.

Amanda Sze - LinkedIn

Inaugural Webmaster

Amanda Sze was a Business Administration student with a concentration in Marketing at the University of California, Riverside. Her research interests include consumer behavior, especially in regards to brand awareness. Amanda is involved on campus as a student ambassador for the School of Business and a Consulting Team Lead for Students Consulting Non-Profit Organizations (SCNO).

Adithi Suresh - LinkedIn

Adithi Suresh was a 2nd year Pre-Business Administration student at the University of California, Riverside looking to concentrate in either Finance, Information Systems, or Data Analytics. In pursuit of gaining exposure to the behavioral research aspect of business, she has joined BEDLab and hopes to learn more about consumer choices/behaviors in today’s evolving world. In addition to BEDLab, Adithi is the Vice President of Finance at The Women’s Network and a member of the Marketing Committee at TEDxUCR on campus. In her free time, Adithi also enjoys singing and is currently a Soprano Section Leader at ‘Raaga at UCR’, a South Asian fusion acapella team.

• Transferred to UC Berkeley

Devan Velji - LinkedIn

Devan Velji is currently a first year statistics major with an interest in economics. He is interested in learning how society forms expectations and the resulting economic effects of them. In his free time you can find him training for triathlons or chilling with friends.

• Transferred to UCSD

Michelle Wan - LinkedIn

Michelle Wan was an undergraduate Business Administration student with a concentration in marketing. She is interested in the psychology of marketing and decision making, and looking to further expand her knowledge in marketing. In addition, her interest also ties into the psychology behind Search Engine Optimization and identifying consumer intent with search engines. 

James Wen - LinkedIn

James Wen majored in business administration with an accounting/auditing emphasis. Besides being an research assistant, he was a student ambassador for the Wellness Center and a tax preparer for the Volunteer Income Tax Assistance of the IRS.  

Kaelen Wong - LinkedIn

Kaelen majored in management. Her research interests include studying consumer behavior and behavioral economics. In addition to being a research assistant, she was also a member of Alpha Chi Omega and a Social Media Editor Intern for DearBrightly.

Kameron Woo - LinkedIn

Kameron Woo is a fourth-year undergraduate at the University of California, Riverside. He is majoring in Statistics. Currently, he works as a research analyst for the Behavioral Economics and Decision Making Lab.

Billy Yu - LinkedIn

I studied business analytics at UC Riverside. I am an incoming Risk and Advisory Analyst for Cyber @ Deloitte.