I am an Assistant Professor of Marketing at Texas Christian University. My research focuses on understanding the role of purity and aesthetics in the marketing and consumer contexts.
I am currently interested in exploring different ways consumers perceive the construct of purity. Specifically, at the intersection between aesthetics and purity, I examine how consumers derive purity from aesthetic properties such as the simplicity of the product packaging design. Moreover, I also explore how purity is used as a moral purification tactic when a brand engages in ethical misconduct and its influence on consumers' interaction with the brand.