- George Rogers Clark Professor of Management and Marketing
- Director of the Center for Customer Insights
Brand management, consumer behavior, marketing
I am an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making. My research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace.