Much of my research focuses on decision making that occurs within a series of sequential choices, such as those that occur over the course of a shopping trip, to predict how a consumer’s current and future choices are influenced by previous decisions and behaviors. Specifically, I explore the dynamic interplay between different purchase decisions in the domain of in-store decision making. This research offers theoretical contributions in the domains of in-store decision making, shopper marketing, self-regulation, and mental accounting. It also has important implications for marketing and promotion strategies in both retail and mobile technology environments.

Self and Identity

A second line of research focuses on identity perceptions (e.g., generosity, wealth, etc.) and identity signaling (e.g., altruistic displays, brand usage, and such). At its core, identity signaling is a communication process in which signalers provide cues to observers that convey information about their identities that otherwise would not be directly observable. This work aims to explain the dynamics between the signalers and their audiences, considering when, how, and what types of signals are sent as well as the consequences of those signals. For instance, the extent to which signalers feel familiar with their audiences not only influences the intended message they send but also how signalers, in turn, evaluate the effectiveness of that signal.


Another core area of my research examines the influence of decision's environment and overall context on one's decisions, as well as how the transitions or sequences of these environments can also have a profound influence on consumer decisions.