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Consumers often use products, services, and behaviors to help them pursue their multiple goals. They eat fresh produce to be healthy, buy suits to look professional at work, and buy movie tickets to relax and have fun. ...

This dissertation includes two essays exploring the effects of observers' interpretation of signaling behavior by others on the inferences and decision making of the observers. The first essay investigates how observers ...

This dissertation includes three essays that investigate how aspects of the choice process influence consumption, attitudes and motivation. The first essay explores how the stage of consumption of the chosen alternative ...

This dissertation focuses on marketing applications of social tagging networks. Social tagging is a new way to share and categorize content, allowing users to express their perceptions and feelings with respect to concepts ...

This dissertation studies the dynamic decision making process in E-commerce. In the first essay, we use eye tracking to investigate how consumers make information acquisition decisions on attribute-by-product matrices in ...

Social interactions in a community influence perceptions and values of members of the community. Recently Web 2.0 technologies have stimulated rapid growth of online communities, where communications between participants ...

This dissertation studies the behaviors of consumers in an online, social context. In the first essay, we jointly model the drivers of social media rebroadcasting behavior. Our goal in this research is to propose a framework ...

This dissertation investigates the relationship between partitioned pricing (Morwitz, Greenleaf, and Johnson 1998) and dependent variables such as demand, preference, and attention. The first essay proposes a theoretical ...

Essay 1 focuses on purchasing behavior in the video game market, which can be conceptualized as a two-stage process where users first purchase a console and then purchase content for that console. Prior research on ...

This dissertation includes two essays that examine how self-brand connection influences brand-related behaviors in different contexts. Essay I investigates conditions under which brand primes can lead to decreased behavioral ...