About

Research Approach

I examine how firm responses to societal concerns cause turbulence, shift marketing practice, and alter consumer behaviors. I began my research career using behavioral methods (e.g., experiments and qualitative methods) to examine societal concerns. I strategically and intentionally seized two opportunities to strengthen the generalizability and increase the audience for my work when I joined the marketing group at Kenan-Flagler Business School at UNC Chapel Hill and the research consulting staff of Ebony Smith and Associates. I audited quantitative marketing seminars and developed a causal inference skill set and studied how firms wrestled with the impact of social norms (e.g., bias) on performance and employee brand promise. I now have the capacity to empirically examine large scale marketplace activity linked to social phenomena and a solid understanding of the imperative to measure and manage the impact of social concerns on market performance. My contribution to marketing is in the domain of marketing for a better world, by quantifying the impact of firm responses to societal concerns using money-related metrics like spending and firm performance.