My primary research interests are in the domains of consumer behavior and social psychology. Within these domains, most of my work explores issues relating to (1) attitudes and persuasion and (2) judgment and decision making. In my primary research stream, I employ a categorical perspective to better understand consumer and firm behavior. For instance, in my dissertation—which includes published and ongoing research—I seek to answer questions including: How do people perceive attitude change? How do people choose the targets of persuasive messages/advertisements? How can these targeting decisions be improved? I also have secondary research interests in the areas of algorithms/technology, financial decision making, and quantitative methods.