University of Utah | United States
Author Profile
Early Academic Pursuits
She, has established herself as a prominent figure in the realm of consumer judgment and decision-making, particularly focusing on persuasion. Her academic journey commenced with a profound interest in understanding the intricate cognitive processes underlying context effects. Delving into topics such as indulgence justification, reward-based motivation, response to inconsistency, and physiological persuasion,she embarked on a scholarly exploration that would later shape her distinguished career.
Professional Endeavors
Throughout her career, her has ventured into diverse methodologies to unravel the complexities of consumer behavior. From conducting field studies to employing biometric measures such as EEG, eye-tracking, GSR, and HR, she has utilized innovative approaches to dissect the underlying processes governing consumer choices. Additionally, her utilization of Augmented Reality and behavioral lab studies has further enriched her research endeavors, positioning her at the forefront of cutting-edge methodologies in the field.
Contributions and Research Focus in Marketing Strategy
Her contributions to the field of consumer behavior are exemplified through her prolific publication record. Her research endeavors have explored various facets of consumer decision-making, ranging from attribute ratings and privacy attitudes to the impact of brand names on product forgiveness. Through her publications, she has shed light on critical topics such as compromise effects, privacy assurances, and the influence of fun brand names, enriching scholarly discourse and advancing theoretical understanding.
Accolades and Recognition
Her scholarly contributions have garnered widespread acclaim and recognition within the academic community. Her publications in esteemed journals such as the Journal of Marketing Research and Marketing Letters underscore her academic prowess and influence in the field. Furthermore, her research has been honored with prestigious awards, including the Best Paper Award at the HICSS conference, highlighting the significance and impact of her work on the academic landscape.
Impact and Influence
The influence of her research extends beyond academic circles, permeating into various domains such as healthcare, marketing, and consumer psychology. Her insights into consumer decision-making have implications for businesses seeking to understand and cater to consumer preferences effectively. Moreover, her interdisciplinary approach, combining psychology, economics, and marketing, has paved the way for novel insights and practical applications in real-world settings.
Legacy and Future Contributions
- Citations 146
- h-index 4
- i10-index 2
Notable Publications