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Academic Background

B.B.A., University of Michigan
Ph.D., Northwestern University

Research Specialties

• Consumer Behavior
• Brand Equity
• Brand Loyalty
• Marketing Research

Current Research

• Brand architecture
• Drivers of Retailer Share of Wallet
• Latent Class Segmentation Methods
• Retailer Equity

Major Works

• "The Product Stereotype Effect," with B. Calder. Under review.