As a psychologist and Professor of Marketing at Boston University, I explore biased ways we think about value, whether considering physical goods and money or algorithms and digital experiences. My research aims to understand and improve decision-making.

I have helped organizations from Pinterest to Merck to the Office of the Director of National Intelligence better understand how their customers think, and designed interventions to help their employees make better decisions.

I’ve been awarded >$2.4 million in external funding and recognized with awards for research and teaching, including the Wegner Theoretical Innovation Prize from the Society for Personality and Social Psychology, the Best Paper Award from the Journal of Consumer Research, recognition as a Marketing Science Institute Scholar, an Idea of the Year from The New York Times, inclusion in Poets and Quant's Top 40 under 40 Business School Professors, and Favorite Elective Professor from the Full Time MBA Class of 2019 at Boston University. 

I publish in academic journals, including Science, PNAS, Nature Medicine, Nature Human Behavior, Management Science, Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Personality and Social Psychology, Trends in Cognitive Sciences, and Psychological Science. My popular writing has appeared in outlets including The New York Times, TIME Magazine, and Harvard Business Review. He has done interviews with radio and television programs such as NPR, BBC, and ABC World News Tonight.

My Ph.D. is in Social Psychology from Harvard University. Before joining Boston University, I was a Postdoctoral Research Associate at the Center for Health and Wellbeing at the Princeton School of Public and International Affairs, and an Assistant and then Associate Professor at Carnegie Mellon University in the Social and Decision Sciences and Marketing departments. I was a visiting Fellow of the Shorenstein Center on Media, Politics, and Public Policy at Harvard Kennedy School in 2022 and 2023.