I am a doctoral candidate in Marketing at the University of Connecticut’s School of Business. My research examines how social identities (e.g., political identity) shape interpersonal relationships, moral judgments, and consumer behavior. My first stream of work shows that Democrats are less open than Republicans to forming relationships with political outgroup members, driven by the belief that political identity reveals core moral values. A second stream examines how liberals and conservatives differ in their willingness to morally decouple brand transgressions, depending on the type of moral foundation that is violated. A third stream examines how romantic partners judge each other based on their responses to brands’ moral violations, revealing interpersonal consequences of moral misalignment.

My work integrates theories from social psychology, political science, and marketing, and employs experimental, survey-based, and text analysis. I have presented my research at leading conferences, including the Association for Consumer Research (ACR) and the American Marketing Association (AMA).

Before joining the Ph.D. program at UConn, I earned my bachelor’s and master’s degrees in marketing from California State University, Fresno, worked as marketing director, led nonprofit initiatives, and founded an app-based startup.

Research Interests: Political Ideology; Intergroup Relations; Interpersonal Relations; Morality; Social Identity.

Teaching Interests: Marketing Strategy, Consumer Behavior, Research Methods, Digital Marketing, and a special interest in teaching political identity and marketing.

Email me.