I am an Assistant Professor of Marketing at the Gatton College of Business and Economics at the University of Kentucky. 

My research examines how perceptions of personal control shape consumer decision-making in consequential contexts, including health, finance, and emerging AI-mediated environments. My work shows how control influences goal pursuit, responsibility, and responses to failure, with publications in the Journal of Marketing Research and the Journal of Personality and Social Psychology 

My current work extends this research to AI, investigating how the role of AI in decision processes shapes consumer trust, adoption, and behavioral responses in high-stakes settings.

I use controlled experiments, statistical modeling, and computational text analytics, including custom-built AI interaction environments, to study these questions.

Prior to joining Gatton, I earned a B.S. and M.A. in Engineering and Management from Tecnológico de Monterrey, an MBA from Brigham Young University, and a Ph.D. in Behavioral Marketing from Duke University’s Fuqua School of Business. 

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