Brands are multifaceted and possess more than one dimension. We investigate which cognitive styles are able to deal with the complexity of brands in today’s world.
This project studies the conditions under which darkness of a color can signal status, even when it is not connected with higher costs.
This research addresses the critical question of how to effectively spur business growth among small-scale entrepreneurs in emerging markets. We investigate, using a randomized controlled trial (RCT), whether and how a digital vs. non-digital business skills intervention improves business and entrepreneurial growth.
This project investigates regular physical activity and decision makers’ ability to rely on relevant versus irrelevant information. Past research has shown that when faced with irrelevant product information, consumers often find it difficult to ignore the irrelevant information. In contrast, the results of this research show that regular physical activity aids people’s ability to focus on goal-relevant information and ignore irrelevant distractors in product judgments.
Mood is frequently seen as the outcome of successful or unsuccessful goal pursuit. In this project we study how current mood can impact motivation for maintenance versus attainment goals, even when its onset is unrelated to these goals.
Today more than ever, consumers are bombarded with information that makes the notion of their own death salient. This research studies how mortality salience influence preferences for different types of brands.
Frequently consumers purchase products under some pressure stemming from time or scarcity constraints. This project studies how this pressure impacts preferences for products that offer uniqueness for different periods of time.
Drawing on the endowment effect that indicates that ownership indeed affects the liking of a product, people will value their thoughts more if those thoughts are perceived as belonging to themselves rather than someone else. Therefore, they will use their thoughts more to create their judgments when selling (rather than buying) ideas.
The successful impact of marketing campaigns often depends on the extent to which advertising messages are effective in changing attitudes and behaviors over time. We have applied a persuasion model (Elaboration Likelihood Model) to understand when a marketing campaign is more likely to produce the intended effects with regard to messages advocating vegetable consumption.
This research project examines the novel concept of categorization tension – a feeling of discomfort when being unable to assign an object or person to a specific category. We investigate whether such difficulty in categorization results in subsequent spillover effects on identity-related consumption.
This research investigates the effect of a single bout of physical activity on unrelated consumer trade-offs. Our findings indicate that a single bout of physical activity leads consumers to focus less on desirability, and consider feasibility more in choices that require trade-offs between them.
We are evaluating the impact of different communication strategies – based on behavioral insights – of an AI-based digital fitness coach to improve healthy behavior (physical activity) and user engagement.
We are investigating the interplay between the experienced deprivation context and individual coping mechanisms. Specifically, we explore how different types of experienced deprivation (e.g., food vs. shelter vs. money) affect the efficacy of children’s coping strategies in a sample of underprivileged children in India.