Research

Behavior first. Methods without borders.

I study consumer behavior and marketing using experiments, AI and machine learning, neuroimaging, NLP, econometrics, and computational modeling.

Recent publications

Published and conditionally accepted work.

2026

When Brands Come to Mind: A Behavioral and Neural Account of Brand Prototypes and Choice

with Feng Sheng and Michael Platt · Journal of the Association for Consumer Research

SSRN ↗

Conditionally accepted

2026

Predicting Entrepreneur Fundraising Success from Focus Group EEG Data

with Sohvi Heaton, Sharon Wong, Peter Klein, and Michael Platt · PLOS ONE

DOI ↗SSRN ↗

Published

2025

Experimental Evidence of the Effects of Large Language Models versus Web Search on Depth of Learning

with Shiri Melumad · PNAS Nexus

DOI ↗ SSRN ↗ WSJ coverage ↗ The Conversation ↗

Published

2022

ERP Study of Liberals’ and Conservatives’ Moral Reasoning Processes: Evidence from South Korea

with Yaeri Kim and Eun-Ju Lee · Journal of Business Ethics

DOI ↗

Published

Revisions & working papers

Current projects and manuscripts.

JMR

Neural Brand Homophily

with Shiri Melumad, Feng Sheng, and Michael Platt · invited for 4th round review at Journal of Marketing Research

The Atlantic coverage ↗ Big Think ↗

Revision

JMR

Quantifying TV Context-Advertising Congruence

with Xiangyu Jiang and Michael Platt · invited for 3rd round review at Journal of Marketing Research

SSRN ↗

Revision

IJRM

How Researchers’ Analytical Decisions Impact Brand Price Elasticity Estimates: Insights from a Many-Analyst Study

with approximately 200 coauthors · under review at International Journal of Research in Marketing

OSF ↗

Under review

Leveraging AI to Evaluate Commercial Success: Application to TV vs. Digital Ads

with Robert Meyer, Xiangyu Jiang, and Michael Platt

SSRN ↗

Working paper

Live Social Interaction Shapes Own-Action and State Representations in Temporal Cortex

with Yiting Chen, Pooya Laamerad, Annamarie Huttunen, and Michael Platt

Working paper

Buying into Social Trading: The Effects of Live Social Interaction on Financial Decision-Making

with Sohvi Heaton, Annamarie Huttunen, and Michael Platt

SSRN ↗

Working paper

Interpretable Visual Complexity and Neural Transfer Functions for Understanding Consumer Value

with Sohvi Heaton, Dino Levy, and Michael Platt

Working paper