I’m a researcher and professor in the field of marketing.

Research Overview

I study consumer behavior through the lens of the goals people adopt, how they stay motivated during the pursuit, and the products and brands they deem instrumental along the way.

How do advertisements shape consumer goals? How does identity relate to the products people select during goal pursuit? How do people’s present motivations affect the way they think about the past? How do brands influence consumers’ evaluation of how instrumental a product is? How can people stop self-sabotaging and make the best choices when pursuing their most valued goals? These are just a few of the questions I ask.

Research Keywords

Goals & Motivation

Consumer Behavior

Instrumentality

Self-Sabotaging

Identity

Brands