Ph.D. Candidate (ABD) · Marketing · Louisiana State University
Where consumer behavior meets marketing strategy.
Research on how firm actions and marketplace signals shape consumer and stakeholder responses. Two focal areas: firms as social and political actors, and brand strategies that steer consumer judgment through marketplace disruptions such as product harm crises.
Watch one corporate signal ripple through a marketplace. Some consumers support, some push back, many stay indifferent. This research explains which response wins, and why.
Click anywhere in the market to send a signal
Job market paper · Dissertation Essay 2
Nuanced Advocacy examines how message integrative complexity shapes source credibility and behavioral intentions, particularly among consumers whose values conflict with the message.
Under review at IJRM
Five studies, four experiments plus a large automotive recall analysis, on when brand coolness protects trust after product harm crises, and for whom.
Dissertation Essay 1
A mechanism based framework for the support, backlash, or indifference that follows corporate sociopolitical activism.
Perceived credibility
Illustrative demonstration of the theorized pattern, not actual study stimuli or results.
A multimethod toolkit of experiments, panel econometrics, and text analysis, matched to phenomenon driven questions.
Nuanced Advocacy
Controlled experiments and SEM vary integrative complexity while holding the advocacy context constant.
Cool Brands in Crisis
Four experiments establish the causal process; a large automotive recall study tests it in real world conditions.
When Firms Take Sides
Systematic synthesis converts mechanisms and boundary conditions into propositions for empirical work.
Across the program
Text and sentiment analysis with LIWC and NLP measure message complexity, ideological intensity, and moral positioning at scale.
Drag the slider. This is what good teaching does to a complex subject.
In the classroom
Consumer Behavior, Marketing Research, and Business Statistics, taught through clear scaffolding, applied projects, timely feedback, and equitable participation.
2026 · Savannah
The dissertation, tested in a wider scholarly conversation.
2026 · U. of Arkansas
Invited presentation of the job market paper.
2023 · LSU
Introducing Kip Knight and presenting his award.
2023 · Baton Rouge
Welcoming the regional research community to LSU.
Recognition
Awarded for collegiality and support of fellow doctoral students.
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Building a productive, managerially relevant research program alongside rigorous, applied marketing education, through collaborative scholarship, evidence based teaching, student mentorship, and service aligned with institutional needs.