We specialize in understanding human behavior, with a focus on consumer psychology and cutting-edge technology. Our mission is to provide actionable insights that help improve consumer experiences and optimize brand communication. Through the use of advanced technologies such as Artificial Intelligence (AI) and data analytics, we aim to uncover new ways to enhance decision-making and well-being.

The vision of the Sport Marketing Analytics, Strategies, and Health Research Laboratory (SMASH lab) is to: (1) expand the understanding of sport consumers’ decision-making processes by developing a wealth of sport-focused theoretical knowledge that appeals to a wide range of audiences, and (2) contribute to innovative methodological and statistical advancements in experimental sport research. We aim to fill conceptual, statistical, and methodological gaps in the field of sport management while making groundbreaking (SMASH!) contributions to the discipline and beyond. In doing so, we strive to create an environment where individuals who enjoy and support sports are happy and healthy, cultivating a positive impact on their overall well-being and enriching their engagement with the sporting community.