My research focuses on the moderating effect of celebrity credibility and source persuasion on consumer affinity, information processing, and behavior in the domains of branding, advertising, and health and public policy. My research to date draws on both qualitative and quantitative methods. Primarily, I incorporate ethnographic methodologies including grounded theory analysis, in-depth interviews and photo elicitation studies for construct development, and I use positivist methods such as cross-sectional factorial experiments and survey data analysis for theory testing and scale development.
