I am a Professor of Marketing at the Wharton School. I am the Department’s only “identity theorist,” focusing my research on the role consumers’ self-concepts play in guiding buying decisions. I examine how social identity, social influence, values, attitudes and judgments interact in shaping purchase decisions and consumer behavior. My primary research and consulting areas are in brand equity and specifically brand identity loyalty: – the study of creating and fostering “brand communities” that transcend the utilitarian aspects of products; connect to deep levels of emotional and social affiliation, and cultivate lifelong commitment from consumers.
You can learn more about my Vita and Bio, List of research papers, Research Projects and Media efforts by clicking on the links to the right.