My program of research deals with ad-based persuasion, the impact of emotion/affect on consumer judgments and persuasion, and human values. My research interests also include structural equation models and methodological issues.
According to Google Scholar, I am still one of the most cited research faculty at CSULB. Click here to review my publications and other scholarly & creative works.
Core Research Topics
- Advertising & persuasion (message effects, attitudes, and behavioral intentions)
- Emotion/affect in consumer judgment and decision-making
- Human values and value-based persuasion
- Methodological issues in social science research
Methods & Analytic Skills/Techniques
- Structural equation modeling (SEM)
- Scale development and measurement validation
- Experimental design and survey research
- Various statistical techniques: e.g., ANOVA/MANOVA, regression, Hayes Process mediation/moderation, SEM
Looking for collaboration or consulting?
If you are interested in collaborating on research, or would like consulting support with research design, analysis, or report writing, please reach out.