My research interests involve the application of statistical and econometric methods to address substantive marketing problems, in particular involving perception and attention to commercial visual messages. The availability of commercial eye-tracking data at large scales and high levels of precision has enabled me to incorporate the theories on consumer attention and neuropsychology in statistical models to analyze eye tracking and facial expression data for print ads, TV commercials, shelves, websites and online ads. I have explored attention to feature advertising and its effect on sales, have developed comprehensive models of consumer search of brands on shelves, and have developed models and metrics for copy cats and gist perception of advertising. I have developed Bayesian statistical models that represent consumer behaviors and psychological mechanisms, and I am particularly interested in research that bridges the quantitative and behavioral areas in marketing often requiring us to address the challenges of big-data analytics.
Research examples