Exploring the Tenderness of Consumer Behavior.
Consumers make judgments and decisions with a heart. I study what plug their heart strings, such as the motivation to preserve memorable experience, the acts of charitable deeds, and the conflict between the heart and the mind.
I use lab and field experiments to address my research questions, such as:
- How to encourage owners to join the Sharing Economy?
- How to sell used cars?
- How to thin out, let go, and move on?
- How to make people donate?
Find out more here.