As an associate professor in marketing, I get to study human behavior, with a focus on consumer behavior. My research mainly falls in one of two domains:
Envy and Inequality. I study how envy influences behavior, with a special interest in when it motivates people to do better themselves and acquire the envied object. This research helps to understand how people respond to inequality or preferential treatment.
Consumer Decision Making. I study the effect of motives (greed, doubt, temptation, curiosity) and emotion (envy, regret) on consumer decisions. These can be consumption choices or financial behavior, for example product preferences, saving, or the use of microtransactions in computer games.