Cognition and Cognitive Neuroscience Area
Department of Psychology
University of Michigan
In my research, I designed experiments and surveys and conducted multilevel models to address whether individuals’ emotions, perceptions, and motivations will alter their preferences for and emotional attachment to different items or products, and how this could influence consumer targeting, branding, advertising, and marketing campaign effectiveness. Explore my research here.
I am also an instructor or course designer. I designed courses that integrated latest findings from diverse domains on consumer motivation and marketing campaign effectiveness. Explore my teaching experience by course here.