I am an Assistant Professor of Marketing at Texas Christian University. My research focuses on understanding the role of purity and aesthetics in the marketing and consumer contexts.
I am interested in exploring different ways consumers perceive the construct of purity. Specifically, at the intersection between aesthetics and purity, I examine how consumers derive purity from aesthetic properties such as the simplicity of the product packaging design. Moreover, I also explore how purity is used as a moral purification tactic when a brand engages in ethical misconduct and its influence on consumers' interaction with the brand.
My work has been published in the Journal of Marketing, the Journal of Consumer Research, the Journal of the Academy of Marketing Science, and the Journal of the Association for Consumer Research.
