At a broad level, my research focuses on the social and meta- cognitive processes underlying human behavior. The various streams emanating from these interests offer specific contributions to several areas fundamental to the study of consumer psychology. Within this niche, I value an interdisciplinary perspective to research that both develops our collective conceptual knowledge base and generates translational implications.


  • Attitude structure and strength
  • Persuasion and resistance to change
  • Self-control/Willpower
  • Expertise
  • Judgment/Decision Making