Research Streams

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This stream of research examines how consumers perceive, interpret, and respond to verbal and numerical information in the marketplace. In particular, I study how differences in cognitive capabilities, processing styles, and contextual cues shape consumers’ sensitivity to semantic framing, numerical precision, and quantitative claims. This line of work advances understanding of how information presentation shapes judgment, choice, and trust, especially in environments characterized by complexity and information overload. 

This stream of research focuses on how consumers detect, interpret, and cope with persuasion attempts. I investigate when consumers become aware of persuasive intent, how they evaluate the legitimacy of marketing tactics, and how such awareness shapes resistance, skepticism, and downstream decision-making. This line of work contributes to theories of consumer metacognition and marketplace intelligence, with implications for ethical communication and customer relationship management. 

This stream of research examines how emerging technologies transform consumer experiences, organizational practices, and marketplace interactions. I study how technologies such as AI-enabled systems and algorithmic interfaces reshape perceptions of authenticity, trust, and value, as well as how consumers and firms adapt to technological hype, uncertainty, and adoption risks. This line of work connects consumer theories with applied questions at the intersection of marketing strategy, innovation, and digital ethics.