How my research impacts research practice
Most of my work examines cultural and ethnic segmentation variables. We look at the types of advertising messages that are persuasive to consumers, as a function of their cultural values and their ethnicity. Analyses focus on how cultural factors affect responses to brand positioning, pricing, and other marketing decisions. My group and I mostly conduct experiments but have also analyzed industry data on brand performance. Results have implications for understanding the way consumers judge brands in different societies and in distinct racial/ethnic cultural groups within the U.S.
How I have worked with businesses
I have provided consulting and taught workshops to executives at companies that market major appliances and electronics, CPG brands, educational services, and marketing research.
How I like to collaborate
See above. Open to having any conversations that are beneficial.
