Research Overview


My research centers around understanding how consumer judgments and choice decisions depend on two important dimensions:

  1. the physical characteristics of the choice set,
  2. the identity of the decision maker.

Research in the area of judgment and decision-making has found across the board that consumer judgments are not consistent but malleable, and, thus, preferences tend to be volatile. Particularly, the preference construction process is dependent on the interaction between the properties of the choice set and the characteristics of the decision-maker. My research examines judgment and decision biases that arise from two sets of variables: the physical position of options in the choice set, and the cultural identity of the decision maker. This effort resulted in two main streams of research, as described below.

In addition to my research on position-based and culture-based decision biases, some of my ongoing work also investigates topics like cross-cultural branding, international marketing strategy, and how a group’s gender mix affects overall performance as well as the strategic use of gender characteristics to succeed. Much of the work on these topics touches on issues relevant to the understanding of how a decision-maker’s identity and the cross-cultural nature of a business context affect both consumers and marketers.

The impact of my research on the field can be gauged through the citations of my work across different areas, invitations to present my work at a variety of other schools, conference presentations, and involvement in the peer-review process and Baruch College Ph.D. program.