Research

My expertise is in the area of marketing research methods and consumer psychology, and my research focuses on consumer-brand relationships. Specifically, I study how variables such as social influence, word-of-mouth, and consumers’ self-concepts affect the relationships that consumers form with brands.

My research appears in the Journal of Consumer Psychology, Journal of Advertising, Journal of Public Policy & Marketing, Journal of Business Research, Psychology & Marketing, Journal of Consumer Affairs, European Journal of Marketing, among other prestigious peer-reviewed journals.

I also sit on the Editorial Review Board for Psychology & Marketing.

 

Here is an overview of some of my recent articles.

And…don’t forget to take a minute to check out the press section to see how my research has been covered in the popular press.

 

I Can’t Get You Out of My Head: The Influence of Secrecy on Consumers’ Self–Brand Connections

My co-author and I explore the premise of consumers’ electing to keep their consumption of popular, everyday brands a secret. We first explore the occurrence of secrecy in the context of brand consumption, uncovering ways in which consumers keep their brand consumption a secret and their motives for this behavior. Then, through a series of three subsequent studies, we demonstrate that keeping brand consumption a secret can lead to enhanced self–brand connections through the underlying processes of thought suppression and thought intrusion.

Key takeaway: Keeping brand consumption a secret leads to more thoughts about the brand and, ultimately, a greater liking!

Outlet: Journal of Consumer Psychology

 

Feeling Excluded? Join the Crowd:How Social Exclusion Affects Approach Behavior toward Consumer-Dense Retail Environments

Does the thought of a crowded shopping mall fill you with dread? If so, your reaction is consistent with traditional findings in the marketing literature- retail crowding leads to a reduction in consumers’ desires to spend time and money. However, what if this is not always the case? We find that individuals who feel socially excluded view crowding positively as it allows them to fulfill their desire to affiliate with others, overcoming the aversive state of exclusion. These consumers express stronger intentions to browse and spend money in crowded retail environments.

Key takeaway: Consumers who feel excluded are more likely to find crowded retail spaces as attractive.

Outlet: Journal of Business Research

 

Examining the Impact of Brand Transgressions on Consumers’ Perceptions of Celebrity Endorsers

Prior research has extensively explored the impact of celebrities’ transgressions on the brands that they endorse. However, little research examines the impact of brand transgressions on consumers’ perceptions of the celebrities that endorse these products. My co-author and I address this oversight, finding that transgressions committed by a brand negatively impact consumers’ attitudes toward the endorsing celebrity as consumers ascribe some element of responsibility to the celebrity. Importantly, we identify two response strategies that a celebrity can employ to mitigate these negative effects.

Key takeaway: When celebrities endorse a brand, they risk being negatively perceived by consumers if the brand commits a transgression.

Outlet: Journal of Advertising