As a social psychologist by training and a marketer by trade, I am interested in the idea that a person’s sense of who they are relates to what they think, feel and do. The extreme consequence of this is when a brand, product, service, organization, behavior or even other people—transcend what they do to become part of who you are or want to be. This Identity Loyalty concept has fascinated me enough to dedicate my entire academic career to its mastery. Therefore, I examine how the salience, self-importance, object relevance and diagnosticity of social identities interact to influence memory, judgments, attitudes, psycho-physiological reactions, behaviors, psychological functioning and adaptation. Substantive areas of interest include 1) facilitating market segmentation and identity loyalty, 2) consumer identity maintenance and the social implications of product claims, 3) self-regulatory controls in identity development (e.g., moral identity) and 4) self-image consistency effects on identity reinforcement (e.g., medication protocol adherence). Although I use a diverse set of methodological approaches where appropriate, I primarily apply survey, lab, quasi and field experimental methods. Below is a partial list of my publications. You may also download my vita.