Research

Brands today are under increasing pressure to engage authentically with varied consumer identities—celebrating them, supporting them, and representing them in advertising. Yet the psychological dynamics underlying these efforts remain poorly understood, and brand actions can produce unintended or unexpected consequences. My research examines how identity shapes consumer–brand relationships. I investigate how brands connect with, support, and target a diverse range of identities. This research forms two main streams with a focus on stigmatized and negative identities as well as multiple-identity frameworks, respectively. Where appropriate, I employ a mixed-methods approach to deepen my understanding of the phenomena and enhance the generalizability of my findings. This approach integrates web scrapping, text analysis, field experiments, and online experiments. By integrating theory and empirical evidence, I demonstrate how identity influences consumer perceptions, evaluations, and behavior, and offer evidence‑based guidance for how brands can navigate these dynamics responsibly and effectively.

Papers Under Review

“Consumer Response to Brand Transgressions: The Buffering Effect of Identity Compartmentalization” with Sarah Gaither and Gavan Fitzsimons, Handbook of Social Psychology and Consumer Behaviour, forthcoming

“Race in the Global Marketplace: How Markets and Racial Dynamics Intersect Across Different National and Cultural Contexts” with Elicia John, Lez Trujillo Torres, Natalie Clue, Sonya Grier, Guillaume Johnson, Bryel Kerkhoff-Parnell, Zeke Ezachia Ngcobo, Sonja Martin Poole, Kevin Thomas, invited revision at Journal of Public Policy & Marketing

Working Papers

“When Self-Expression Backfires: The Interpersonal Consequences of Product-Based Negative Self-Disclosure” with Holly Howe, Demi Oba, and Keisha Cutright

“The Cost of Compassion: How Brand Support for Stigmatized Populations Can Undermine Perceived Product Quality” with Lingrui Zhou and Keisha Cutright

Selected Research in Progress

“Rethinking Representation: Why White Women Prefer Black Female Models in Advertisements” with Gavan Fitzsimons and Sarah Gaither, data collection in progress

“Fragile Heart, Fixed Ideas: How Emotional Value Limits Men's Creativity in Designing Male-Targeted Products” with Broderick Turner, data collection in progress