Prof. Aribarg's interests involve infusing psychology and consumer behavior theories with Bayesian statistical and econometric modeling to draw unique insights that help solve current marketing problems. In her research, she attempts to understand the processes underlying how consumers make both individual and joint choice decisions, evaluate their consumption experiences and respond to firms' product offerings and advertising. To understand such processes, she uses a combination of conjoint choice experiments, physiological measures (e.g., eye tracking, skin conductance), and observational data. She has published in the premier journals in marketing and has collaborated with both academics and practitioners. Prof. Aribarg teaches Marketing Research and Analytics class at both the undergraduate and graduate levels.