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Research Interests

I conduct research at the intersection of marketing, technology, and consumer psychology. My two main research streams are (1) customer loyalty and habit; and (2) Internet marketing. Please use the navigation bar on the left to explore my research activities, or click the titles below to learn more about a specific research area.

This research stream deals with two key drivers of customer repeat purchase: attitudinal loyalty and habit. Using customer data from a variety of industries, I attempt to understand the relative role of loyalty and habit, and how firms can use effective marketing programs such as reward programs to foster customer loyalty and build strong habit.

This research stream focuses on the effective and ethical use of the Internet to market firms’ products and services. I am particularly interested in the implications of the unique interactive and social nature of the Internet. My current research projects look at the viral diffusion of information through online social networks and the fundamental changes social media have brought to marketing.