In our Consumer and Market Insights Lab, we use the power of consumer psychology, behavioral economics and diagnostic analytics to understand customer decision making and purchasing behavior.

Headshot of Rashmi Adaval, PhD

Rashmi Adaval, PhD

Professor Adaval’s research is in the areas of imagery and visual perception, feelings and emotions, numerical cognition, and conscious and nonconscious processes in consumer information processing and decision making.

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Oriana Aragon, PhD

Professor Aragon's research uses experimental psychology and neuroscience to study how emotion expressions and motivations affect consumer judgments and decision-making. Her work has been widely recognized in the popular press.

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Joshua Clarkson, PhD

Professor Clarkson’s areas of expertise include attitudes and persuasion, and motivation and self-control. He holds PhD degrees in both Marketing and Psychology.

Headshot of Kimberly Hyun, PhD

Kimberly Hyun, PhD

Professor Hyun's research considers how consumers’ perception of and relationships with technologies (e.g., personalized recommendations, artificially intelligent (AI) devices) influence persuasion and consumer well-being in the digital marketplace.

Headshot of Frank Kardes, PhD

Frank Kardes, PhD

One of the field’s most published researchers, Professor Kardes studies consumer persuasion, judgment, inference, and decision making

Headshot of James Kellaris, PhD

James Kellaris, PhD

Professor Kellaris is widely known for his research on the influence of music on consumers; he developed the “earworm” phenomenon. He examines ethical decision making, including cultural influences on ethical judgment and biases.

Headshot of Karen Machleit, PhD

Karen Machleit, PhD

Professor Machleit is best known for her research in retail atmospherics, including online atmospherics and crowding in the retail store. She has expertise in psychometrics and measurement.

Headshot of Susan Mantel, PhD

Susan Mantel, PhD

Human decision making in areas such as consumer behavior, sales, and business to business settings is the focus of Professor Mantel’s research.

Headshot of Noah Van Bergen, PhD

Noah Van Bergen, PhD

Professor Van Bergen’s research fits into two areas: how implicitly held beliefs influence consumer behavior' and how different display formats and numerical processing influence product perceptions.

Headshot of Robert Wyer, PhD

Robert Wyer, PhD

One of the most published consumer psychologists in the world, Professor Wyer’s research spans a wide variety of topics such as consumer information processing, judgment and decision making, and attitudes/persuasion.

Headshot of Alberto Barchetti

Alberto Barchetti

Alberto researches information processing, political ideology and persuasion. His interests center largely on the process of consumption, with particular interest in the appeal of discomforting or aversive experiences.

Headshot of Hyerin Han

Hyerin Han

Hyerin’s research is in the areas of political psychology and social influence.

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Yujin Lee

Yujin's research includes two areas: how product aesthetics shape different processes of inference-making and how ideological differences drive the preference between material and experiential consumption.

Headshot of Eda Ozturk

Eda Ozturk

Eda studies consumer emotions and feelings, such as regret and disappointment, judgment and decision-making, luxury consumption patterns, and celebrity endorsements.

Headshot of Kristian Park

Kristian Park

Kristian’s research aims to understand how different cognitive processes affect consumer attitudes, judgements and mindsets, as well as different strategies that may change as consumer’s cognitive processing.

Headshot of Liang Shen

Liang Shen

Liang explores the influence of different information modalities on the potential to promote sustainable behaviors and biodiversity conservation. She also investigates how consumers response to different types of threats.

Headshot of Emma Sittenauer

Emma Sittenauer

Emma’s research centers around consumer perceptions in the areas of personal identity, impression formation, communication norms and the effects of digital media.

Interested in these topics?

Consider our graduate programs:  

Interested in corporate sponsorship?

Contact Karen Machleit, PhD, Marketing Department Head.