About Me

I am an Assistant Professor of marketing at the Beedie School of Business at Simon Fraser University. My research investigates strong attitudes that are difficult to change.

One line of my research investigates the marketing of innovations and technology, particularly scientifically formulated products.

Another line examines when consumers care about ethicality in the marketplace and how to encourage moral consumption decisions.

I regularly write about my research in the Wall Street Journal, and I talk about it on YouTube. Because I love to talk about research so much, I was named SFU's Emerging Though Leader Newsmaker of the Year for 2023.

I received my B.Sc. from the University of Toronto and my PhD from The Ohio State University.