I am an Associate Professor in the Department of Marketing at the Darla Moore School of Business, University of South Carolina.
My research examines how consumers process marketing material and marketing claims in the area of linguistics (language structure, phonetics and fluency). My goal is to further our knowledge of the cognitive processes that come into play when consumers listen to, read, and then understand language. I also study framing effects specific to language meaning. I examine how different ways of framing claims made by marketers, or experts in general, impact the type of inferences consumers draw from these claims, and ultimately the meaning they derive from these. More specifically, I focus on consumers’ understanding of numerical markers, such as probability predictions and meaning derived from statistical terms (e.g. average and mode).
My research has been published in the Journal of Consumer Research and Journal of Marketing Research. I served as reviewers for several journals and I am on the editorial review board of the Journal of Consumer Psychology. I am also the co-organizer of the Numerical Marker Conference.
I taught undergraduate, MBA, and post doctorate marketing courses at the University of Florida, Virginia Tech (where I received the Excellence in Teaching Award) and USC.