PhD Student, Department of Marketing
2329.17 Carl H. Lindner Hall
Research in progress
Title: Patterns, Essence, and Predictability
Description: Consumers place great value on predictability and control. The present research uses this launching point to investigate consumers’ valuation of objects whose history may involve distinct patterns. As “patterns” are discernible regularities that offer predictability, we study both how consumers value objects with a more or less patterned history, and how preferences for older (vs. newer) objects are affected by the extent to which predicting patterns is important. Our conceptualization is based on drawing parallels between psychological essentialism and the concept of patterns.
Research Type: Scholarly
Title: How argument order expectancies influence advertisement efficacy
Title: Working hard to take the easy way out