Not what they buy, or how often, but the motivations, emotions, and invisible forces that drive every purchase decision. I am a consumer behaviorist, marketing professor, and founder whose doctoral research focused on social commerce, purchasing behavior, and cart abandonment — the moments brands lose customers they never knew they had.
My work starts with a simple but uncomfortable truth: most founders and brand teams have a vivid picture of who their customer is. That picture is usually wrong. I help them close the gap between who they think is buying and who actually is, and build strategy around reality, not assumption.
I consult with consumer brands in CPG, beauty, wellness, and retail. I teach marketing and consumer behavior at the university level. I speak at events, appear as an expert source in national media, and I am currently at work on my first book.
Consumers don’t just buy products. They buy meaning, reassurance, and identity. Every purchase decision is shaped by emotion, values, and context long before logic enters the conversation. My work is built on understanding those moments — and giving brands the frameworks to show up there on purpose.
My career began in merchandising and marketing, where I became fascinated by how products are positioned, experienced, and ultimately chosen. That curiosity led me to advanced study in consumer behavior, culminating in a PhD focused on social commerce, purchasing behavior, and cart abandonment.
Today I help founders and brand teams close the gap between who they think is buying and who actually is. The work is part research, part strategy, and entirely focused on how real people make real decisions.