I am a consumer behavior researcher. I am interested in the role of lay theories in consumers' interpretation of marketplace information, particularly in ways that generate novel managerial insights. To date, I have explored this question across two themes: 

(1) Corporate characteristics and consumer behavior: How do a company’s features or actions shape consumer perceptions of the company, and how do those perceptions, in turn, influence consumer behavior? 

(2) Behavioral pricing: How do consumers perceive, interpret, and respond to prices? 

As lead author, I have published research related to these themes in the Journal of Consumer Research and the Journal of Marketing Research.