My dissertation was founded on an interest in studying prosocial behaviors — specifically through the lens of exchange and equity sensitivity theories — and how they relate to consumer-centric sustainable behaviours.
My dissertation synthesizes these theories, explaining how to effect sustainable consumer consumption. I look at the tradeoffs consumers make between self and collective interest, proposing an individual differences model as an alternative to the reasoned action models currently explaining prosocial consumption.
In addition, I also research consumer engagement with digital marketing. Current projects look at changing consumer attitudes toward privacy in a ubiquitous internet era, consumer interactions with holographic experiential consumption, and consumer reactions to attacks on brands' social media profiles. This line of research stems from a deep seeded personal interest in Star Trek as a bellweather of consumer technology.
It all started with Starbucks...