Research in Progress

Joint Consumption Decision-Making Role in User-Generated Content

Co-Authored with Arani Roy & Maria Ortiz

In this paper, we examine how readers detect a content creator’s joint decision-making role from reviews and how it impacts their likelihood of following recommendations.

The Perceived Vulnerability Stereotype

Co-Authored with Shankha Basu & Arani Roy

In this project, we explore how a brand’s focus on “protection positioning” affects purchase likelihood for oneself, a male, or a female. We hypothesize that participants will prefer a brand emphasizing protection when considering a female, but not when considering a male.

How Escapist Mindset of Consumers Shape Brand Attitudes?

I’m investigating how digital advertisements affect consumers’ brand attitudes in an escapist mindset. This research explores the link between technology and self-discrepancy-induced behavior. It’s a work in progress.