Assistant Professor of Marketing
University of Arizona
I study consumer psychology. Most of my work explores consumer responses to behaviors that part from the norm. Although people often respond negatively to abnormal behaviors, I look at two potential positive responses: “that’s funny” and “that’s cool.” I also investigate how brands acquire symbolic meaning and how consumers pursue both immediate and long-term goals. I've presented and published my work as TedX talks, in academic journals, and at conferences in marketing, psychology, and humor studies.