Snapshot

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My academic research examines how consumers’ capabilities and processing styles shape their responses to the presentation, framing, and strategic use of marketplace information, particularly in digital environments. This work advances understanding of how organizations can design effective and ethical strategies to engage customers and stakeholders in an increasingly technology-driven marketplace.

My research interest originates in a simple curiosity about the mechanisms of marketplace persuasion. My early work investigates when and how persuasion tactics, such as the use of verbal framing and numerical precision, influence consumer responses. On the flip side, this work also examines how consumers’ awareness and knowledge of persuasion tactics affect their judgments and decisions in complex informational contexts.

Building on this foundation, my current work extends to emerging marketing technologies. Ongoing projects examine the artificial authenticity of LLM-generated texts, and how consumer skepticism toward AI hype influences their adoption of AI-themed products or services.

Methodologically, I employ a rigorous, multi-method approach that integrates laboratory and field experiments, surveys, text analysis, and econometric techniques. The findings advance marketing theory and practice by contributing to in-depth understanding and generating managerial implications for advertising, branding, digital marketing, promotions, and customer relationship management.  

Beyond academic research, I have a longstanding interest in historical events, particularly those that have shaped nations and civilizations. I enjoy traveling to historical sites, visiting museums, and engaging in intellectual conversations about how historical insights can help inform long-term visions.

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