I am an Assistant Professor of marketing at the Beedie School of Business at Simon Fraser University. My research investigates attitude strength, persuasion, and consumer behavior. I received my B.Sc. from the University of Toronto and my PhD from The Ohio State University.
One of my lines of research examines which types of attitudes predict behavior. In particular, I have developed a framework to organize attitude features, examining when different types of attitudes predict outcomes including purchase intentions, heeding health authorities, advocacy, and relationship initiation.
Another line of my research investigates the marketing of innovations, particularly scientifically formulated products.
Finally, my work also examines how to persuade individuals with staunchly held beliefs, with a focus on how consumers respond to moral transgressions in the marketplace.