I am an Assistant Professor in the Department of Consumer Sciences and Retailing at Purdue University. My research interests include attitudes, persuasion, social influence, and psychological measurement. I am especially interested in these areas within consumer and health contexts. The following are examples of current research programs:
(1) The biasing effects of attitudes during information processing: I am specifically interested in how and when attitudes influence what we see and remember.
(2) The reciprocity norm: We sometimes find ourselves receiving a favor that might one day be called in. I study both theoretical and applied facets of this norm.
(3) Attitudinal extremity: Attitudes that are extreme tend to be strong. We know that strong attitudes are consequential in a number of ways. I am currently investigating antecedents to extremity, and am interested in exploring their strength-related consequences.
(4) Eye-tracking measurement: I am interested in learning what unique information can be gained from eye-tracking data.
I teach courses on attitudes, consumer behavior, visual merchandising, and retail management.