My research focuses on consumer psychology and decision making within environments consisting of a series of interrelated evaluations, decisions, and behaviors. More generally, I employ psychological and economic principles to investigate and understand how consumer judgments and decisions vary based on a consumer’s previous behavior. In my research, I rely on data collected in both laboratory and field experiments, along with secondary sources, to investigate these phenomena. While I consistently draw upon foundational theories and research paradigms, my research can be separated into two distinct lines of research investigating (1) sequential purchase and consumption decisions and (2) identity perceptions and signaling.
