Research Overview

My research centers around understanding how consumer judgments and choice decisions depend on three important dimensions:

1. physical characteristics of the choice context
2. identity of the decision maker
3. technological interface through which choices are made

Research in the area of judgment and decision-making has found across the board that consumer judgments are not consistent but malleable, and, thus, preferences tend to be volatile. Particularly, the preference construction process is dependent on the interaction between the properties of the choice set, the characteristics of the decision-maker, and the idiosyncrasies of the interface used to make those choices.

In addition to my research on position-based and culture-based decision biases, some of my ongoing work also investigates topics like cross-cultural branding, international marketing strategy, and how a group’s gender mix affects overall performance as well as the strategic use of gender characteristics to succeed. Much of the work on these topics touches on issues relevant to the understanding of how a decision-maker’s identity and the cross-cultural nature of a business context affect both consumers and marketers.

The impact of my research on the field can be gauged through the citations of my work across different areas, invitations to present my work for companies and universities, conference presentations, involvement in the peer-review process, and mentoring within multiple PhD programs.

Google scholar profile: https://scholar.google.com/citations?user=Az5IsfgAAAAJ