CONSUMER BEHAVIOR

My research focuses on aspects of consumer behavior relevant to how consumers perceive and interpret information in their decision making process. Within consumer behavior, I am particularly interested in how information presentation impacts or causes differences in perception and information processing. In other words - does how we present information change how others interprept and process that information? If so, how and why?

Though the underlying concepts of my research extend across multiple consumer environments, my experimental designs, publications and consulting projects thus far have focused on food service and hospitality contexts. After all everyone must eat, and everyone must decide how and what to eat, and how much to spend to feed and entertain themselves.

Consumer Behavior Publications:

 

FINANCE

My secondary area of research interest lies with gift cards and gift certificates as forms of working capital. With the rising popularity of gift cards, and the rapidly declining costs associated with implementing gift card programs, working capital intensive industries may find gift card/certificate programs to be a cheap source of capital. Research in this area should include deriving gift card costs of capital (presumably negative) across industries. This relatively unevaluated source of capital may prove to be a viable alternative to traditional forms of debt or equity.

Finance Teaching Cases (Written with Gordon S. Potter):