Consumer Insights Scholar
I’m a mixed-methods researcher with a qualitative core and a passion for digging deep into how consumers truly experience the marketplace. I’m drawn to projects that don’t just ask what’s happening—but why it matters—especially when it comes to improving lives and enhancing consumer well-being. For me, research is most powerful when it uncovers the hidden stories, tensions, and opportunities that shape the consumer journey.
Influencer Marketing
My research explores what makes social media influencers engaging, persuasive, and impactful across different consumer contexts. By deconstructing the tactics influencers use and segmenting how consumers respond to them, my work offers both theoretical insights and actionable strategies for brands. I also study how emerging technologies like generative AI shape influencer marketing and the importance of using them responsibly.
Consumer Well-Being
My research examines how consumers navigate complex, often turbulent journeys in pursuit of well-being—particularly in the context of mental illness. I explore the structural and emotional challenges people face when seeking treatment and how the marketplace can better support their needs. Through this work, I aim to spark inclusive dialogue and promote systems-level change in how mental health is addressed in marketing and consumer research.
Media Studies & Advertising
My research in media and advertising examines how different population groups—especially vulnerable or underrepresented ones—are portrayed and perceived across various media formats. I study how advertising messages shape consumer attitudes, risk perceptions, and behaviors, with a focus on topics like LGBTQ+ representation, addiction, and public health. This work aims to promote ethical messaging and more inclusive, responsible communication in the marketplace.
Transformative Consumerism
My work in transformative consumer research is grounded in the goal of improving consumer welfare and creating a more equitable, healthy marketplace. I explore how marketing systems intersect with issues like addiction, poverty, well-being, and prosocial behaviors such as volunteering. This research is driven by the belief that marketing can—and should—play a role in making the world a better place for all consumers.
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Knauss School of Business
University of San Diego
Olin Hall 304
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