I am currently a fifth year PhD student in the W. P. Carey School of Business marketing department at Arizona State University. Prior to joining ASU, I graduated from the University of Colorado at Boulder with a BS in finance. Soon after my graduation I was hired by Nissan North America where I held several Marketing and Supply Chain Management jobs over seven years.
My research is focused in two main areas, Feature Heuristics and (Post) Consumption Research.
Projects that investigate Features Heuristics AND (Post) Consumption Research
- “Less is More, Until it Isn’t: Feature-Richness in Experiential Purchases.”
- In this research, I investigate how consumer’s experiential purchase decisions are impacted by the feature-richness of the experiential purchases they are considering. Additionally, I look at which choice they like the most after consumption of the experience.
- “Up AND Down: Multi-Attribute Upgrading and Downgrading in Consumer Durables.”
- Using actual usage metrics, and windfall values, we investigate how consumers decide to upgrade and downgrade multiple attributes on the subsequent purchase.
Feature Heuristics Research
- “Product Line Extension in Consumer Software Markets in the Presence of Free Alternatives.”
- This paper investigates how consumers value a target product when a new product—with more or fewer features than the target product—is introduced in the market.
- “Closing the Gap: Feature Preferences in Material and Experiential Products.”
- When a product is described experientially, consumers may view it differently than when it is described materially. In this project, we investigate how this change in the perception of a product impacts consumers desire for feature-richness in products.
(Post) Consumption Behavior
- “Pursuing the Extra-Ordinary: The Transformative Role of Intra-Personal Consumption Ritualizations.”
- In this qualitative study, we investigate consumption ritualizations, or rituals created by consumers, that help them cope with uncertain environments and experiences.
- “Optimizing Consumer Feedback."
- In this paper, we conducted a large field experiment with the Phoenix Zoo membership to better understand the best way to ask for feedback regarding previous experiences at service organizations.