I am a doctoral candidate in Marketing at the W. P. Carey School of Business at Arizona State University. My research program examines the role of cultural belief systems (e.g., religion, environmental beliefs, health care culture, cultures of vulnerability, celebrity culture) in shaping consumer behavior and well-being. I conduct this multi-method research in important substantive domains such as health care, pro-environmental behavior, food and health, media, and vulnerable communities. Through my research, I aim to promote consumer, provider, societal, and environmental well-being via consumer confessions, food morality, health care interactions and policies, and retail configurations.
My co-authors and I have presented our research at top consumer, marketing, and service research conferences, including the Association for Consumer Research Conference, Society for Consumer Psychology Conference, Marketing & Public Policy Conference, American Marketing Association Summer Educators Conference, and QUIS Conference (International Research Symposium on Service Excellence in Management). Additionally, I currently have two papers with invited revisions at consumer and marketing journals, including the Journal of Consumer Psychology (“Religion and Consumer Behavior: An Integrative Review and Research Agenda,” Daniele Mathras, Adam B. Cohen, Naomi Mandel, and David Glen Mick. Invited revision) and the Journal of Marketing Management (“Moralities in food and health research” with Søren Askegaard, Nailya Ordabayeva, Pierre Chandon, Tracy Cheung, Zuzana Chytkova, Yann Cornil, Canan Corus, Julie A. Edell Britton, Astrid Franziska Junghans, Dorthe Brogaard Kristensen, Ilona Mikkonen, Elizabeth G. Miller, Nada Sayarh, and Carolina Werle. Under second round review, special issue from the 2013 Transformative Consumer Research Conference). I have multiple projects at every stage of the research pipeline and I am currently preparing manuscripts for submission to the Journal of Consumer Research and the Journal of Marketing.
Consumer Confessions: Implications for Self-Regulation and Well-being
Committee: Naomi Mandel (Co-Chair), Adam B. Cohen (Co-Chair), Andrea C. Morales, and Adriana Samper
Status: Proposal defended May 2014, Dissertation defense expected Spring 2015, preparing manuscript for Journal of Consumer Research
Abstract: When consumers fail in their dieting, environmental, or budgeting goals, they may confess to friends or family about their bad behavior. My dissertation seeks to understand how consumer confession affects emotional well-being and subsequent consumer behaviors. Across six studies, I find that contrary to intuitions, confessing (vs. merely reflecting) about a past environmental transgression increases negative self-conscious emotions (guilt and shame), which motivate subsequent repentant green behaviors. Furthermore, as a result of differing religious ideologies, Catholics (vs. Non-Catholics) are most likely to engage in compensatory behaviors after confessing, as means to seek forgiveness and absolution.