This study explores how anticipated regret influences consumer decision-making when faced with unfamiliar food products — specifically, Kernza-based pancake mixes, a novel sustainable option.
Objective: Investigate whether minimizing potential regret affects product choices
Design: Conducted a large-scale discrete choice experiment with U.S. consumers (N = 2,999), fielded via Qualtrics
Methodology: Estimated multinomial logit, mixed logit, and hybrid latent class models using both random utility maximization (RUM) and random regret minimization (RRM) frameworks
Contribution: Provides new behavioral evidence for regret-based decision paradigms in the context of sustainable product adoption
This project analyzes consumer demand and price sensitivity for different types of fresh table grapes in the U.S.
Data: Used NielsenIQ Homescan Consumer Panel (2016–2020)
Method: Applied the Linear Approximate Almost Ideal Demand System (LA/AIDS) model
Findings:
Organic grapes carry a 49% premium on average
Organic seeded grapes are treated as luxury goods
Red seeded, green seedless, and black grapes are necessities
Contribution: Offers pricing and marketing implications for grape producers and retailers
This paper focuses on understanding consumer motivations and perception around new wine varietals through qualitative analysis.
Data: Open-ended survey via Qualtrics (N = 518)
Analysis: Developed a two-step NLP pipeline combining:
Latent Dirichlet Allocation (LDA) for topic modeling
Thematic analysis for qualitative coding
Insights: Identified key themes such as familiarity, sensory cues, and trust in sustainable claims. Also informed optimal label language for disease-resistant wines
Next Step: Findings will inform package design and undergo testing via EEG and eye-tracking
A neuroscience-driven study investigating how positive vs negative framing impacts perception of sustainable wine products.
Design: Screen-based lab experiment (N = 15)
Techniques: Eye-tracking for visual attention, Electroencephalography (EEG) for neural signals
Findings:
Positive framing evoked higher engagement and approach motivation (P300, LPP, FAA)
Emotional and attentional responses were stronger for positively framed disease-resistance messages
Contribution: Provides empirical evidence for using emotionally positive messaging in green marketing
Explores how purchase context (gifting vs self-use) changes consumer willingness to pay for hedonic products like wine.
Method: Combination of behavioral data, EEG, and eye-tracking
Hypothesis: Social cues (gifting) heighten attention and cognitive control during purchase decisions
Analysis Strategy: Link frontal theta, alpha ERD, and P300/LPP amplitudes to the estimated WTPs
This project explores how consumers perceive and respond to labeling and packaging of novel grape and raisin products
Data Collection: Qualitative surveys to U.S. consumers via Qualtrics
Planned Analysis:
Topic modeling (LDA, BERTopic) to extract themes
Future tests will use visual attention metrics to validate label effectiveness
Surveyed 157 sports field managers; used ordered logit modeling to highlight key challenges in managing natural vs artificial turf, primarily budget and scheduling
Developed enterprise budgets across 2023–2025 for various crops (e.g., cucumbers, kale, squash). Shared findings with growers through meetings and conferences
Focused on applying behavioral science frameworks to increase retention of volunteers in community food redistribution platforms.
Methods:
Mixed methods: interviews, netnography, and internal company data
Thematic analysis grounded in Activity Theory and Volunteer Lifecycle Theory
Findings: Identified 4 organizing themes:
1st-Level Motivators (Join)
2nd-Level Motivators (Retain)
Points of Reward
Barriers & Issues
Outcome: Practical recommendations for volunteer program design and engagement strategies