Assistant Professor of Marketing
University of Arizona
I study consumer psychology. My work predominantly investigates 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.” My other research explores how brands acquire symbolic meaning and how consumers pursue both immediate and long-term goals. I've presented and published my work in influential academic journals and conferences in marketing, psychology, and humor studies.
Click on the abridged article names to the right to read my work.