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My research focuses on understanding the social influence on consumer decision making. In my primary line of work, I examine the social influence on consumers’ desire for popular versus unique products. In my secondary line of work, I examine the social influence on consumers’ emotional experiences and how these emotional experiences may affect consumer preference and choice. Across my research, I use a variety of approaches (i.e., laboratory experiments, online surveys, field studies, and archival data) to examine the role of social influence in consumer behavior in these two areas.