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

My primary stream of research lies at the intersection of judgment, decision-making, and goals. Specifically, my dissertation examines how consumers perceive and respond to failures, including possible product failures, service provider shortcomings in the marketplace, and instances where consumers themselves fail to utilize their purchased products fully. This work naturally connects to a broad range of substantive topics, including situations where consumers are prone to fail, learn about, or talk about failure (e.g., consumer finances, tracking technologies, word-of-mouth).  

My secondary research area investigates consumer-brand relationships and assesses the impact of conversational AI chatbots (e.g., ChatGPT, Bard) on these relationships and, more broadly, on consumer behavior.

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

I have experience as a product manager and B2B sales manager in the training and consulting sector, working primarily with manufacturing companies, including Tier 1 suppliers in the automotive industry.

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