Research Interests

1. Pre-Purchase Risk-Reduction Marketing Mechanisms My research in the area of pre-purchase risk reduction marketing mechanisms targets three areas: 1. exploring and analyzing the role of demonstrations in reducing pre-purchase risk, building demand and creating profit, 2. analyzing the tradeoff between demonstration and other risk-reduction tools (e.g., demonstration versus MBG), and then incorporating demonstration into the adoption and diffusion framework.

2. Information about health hazards and the choice process: My research interest in this area explores the effect of information about health hazards on the choice process. I am currently working on the effect of information on the choice of fast-food products, the effect of information about health benefit on choices of healthy but less tasty food items, and the demand for medicines.

3. Application of (1) and (2) to marketing of biotechnology, agricultural marketing and food. For example Branding and promotions of fresh food and agricultural products, local branding, Country of origin labeling, food hazards labeling