Assistant Professor of Marketing & Ph.D. Program Coordinator
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My research examines how Generative AI and large language models (LLMs) influence human judgment, preferences, and decision-making. Beyond studying AI, I deploy these same tools methodologically, using LLMs and transformers to generate hypotheses, analyze language at scale, and design studies that would be infeasible through conventional means. My Journal of Personality and Social Psychology (2023) Lead Article illustrates this directly: testing whether first names subtly shape career and city choices required word-embedding models trained on billions of text instances across Common Crawl, Twitter, and Google Books, a question inaccessible to traditional experiments.
Other highlights include two Lead Articles in the American Psychologist (2024) on machine-assisted hypothesis generation using LLMs and the future of large language models in social science research. My earlier work in judgment and decision-making provides the foundational behavioral framework that informs my current focus on Generative AI and human behavior.
Assistant Professor of Marketing & Ph.D. Program Coordinator at David Eccles School of Business, University of Utah (2017-08 – Present)
Assistant Professor of Marketing at KU School of Business, University of Kansas (2010-08 – 2017-05)
Ph.D. in Marketing – University of South Carolina (2010)
MBA and BS in Math – India
