简介

Education M.S. Clarkson University Ph.D., Virginia Polytechnic Institute & State University Research/Teaching Interests Pricing including the behavioral and strategic effects of comparative (reference) price advertising on consumers' judgments, evaluations, perceptions, and purchase intentions and its public policy implications. Consumer Behavior including stimulus-driven and category-driven affective responses and their influence on buyers' judgments, evaluations, and perceptions, and shopping/consumption experiences. Strategy including the development and role of a firm level market orientation, specific actions and conditions that can facilitate or hinder the infusion of a market oriented organizational identity.