Research

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My program of research deals with ad-based persuasion, the impact of emotion/affect on consumer judgments and persuasion, and human values. Recent projects focus on life meaning and financial investors' attributions. 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.