AI & Decision-Making
How consumers respond to generative AI — when they reject it, when they embrace it, and why.
Theory · Online experiments · Costly-signaling Explore →
Consumer Behavior Research
AI · Decision-Making · Cultural Markets
PhD Candidate, Marketing • On the 2026–27 academic job market
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Research
The Program
Three threads of consumer behavior research — how people respond to AI, decide under uncertainty, and engage with cultural markets.
Decisions Under Preference Uncertainty
How consumers (and observers) read choices when preferences aren't clear or stable.
Behavioral experiments · Vignette studies · Choice modeling Explore →Music, Morality & Cultural Markets
When taste becomes a moral signal — and what consumers do about it.
Survey experiments · Qualitative · Mixed methods Explore →
Recent
Public Scholarship
Psychology Today
Why AI Help Can Make You Seem Less Caring
Using AI to help write a thoughtful message feels harmless. New Research suggests it can quietly signal that you didn't really show up
ReadPsychology Today
When Real Starts to Feel Fake: The 'Giving NPC' Effect
Why excessive politeness can sometimes feel unsettling
ReadPsychology Today
Why Giving Options Makes a Gift Feel Less Personal
The psychology behind why more choice can diminish the meaning of a gift
Read
About
Consumer behavior at the intersection of AI, decision-making, and cultural markets.
I'm a PhD candidate in the Gordon S. Lang School of Business and Economics at the University of Guelph. My research program spans three themes: how consumers respond to generative AI, how they decide when preferences are uncertain, and how moral judgment shapes cultural markets.
I also write for Psychology Today and The Conversation, translating academic research into accessible insights about human behavior.