Research Agenda
 
Product Proliferation
On a broad level my research examines product proliferation or the availability in the marketplace of a number of brands or versions that perform similar functions and offer little differentiation.  My research focuses primarily on the consequences of and underlying reasons for product proliferation in a consumer context, but also investigates the consequences for the firms' employees (e.g., salespeople).  A related research stream investigates reasons for product proliferation other than consumer demand for unique brands or versions, suggesting that firms produce similar brands or versions in order to efficiently satisfy competing partners in distribution channels.
 
Dual Process Theory
A second stream of research focuses on dual process theory in marketing.  Dual process theories suggest that many decisions are composed of an automatic (i.e., little awareness, control, or intent) as well as a controlled component (e.g., Bargh 1997; Devine 1989).  I do  not intend to suggest that humans do not possess free will but only to suggest that we are influenced by the environment in ways of which we are not always aware.  One area in which I have suggested that automatic influences are evidenced is in the arena of unidentified celebrity voiceovers in television commercials. 
 
Information Overload
Finally, a research interest that combines each of these areas is information overload, or an amount of information that exceeds the processing capacity of an individual and results in mistakes and/or negative affect (Jacoby, Speller, Kohn 1974).  Building on research regarding information overload and dual process theory, I suggest that consumers learn to automatically recognize an amount of information that is too large to effectively process and that negative affect is evoked and  serves as a cue for avoiding the information.  However, consumers are often subject to pressures to make a decision  and the evoked negative affect influences their evaluation of a focal brand from the display.