Assistant Professor of Marketing

University of Virginia, Darden School of Business

In a time of rising inequality and political polarization, consumption is increasingly viewed through a moral lens. Questions, rife with judgment, are directed toward those at both ends of the income spectrum and either side of the political spectrum. Should lower-income consumers be allowed to buy “frivolous” or “unnecessary” products? Should firms offer premium services (e.g., express lanes) to wealthy customers? When is it acceptable for firms to take a stance on divisive political issues? My research examines the negative social judgments and the moral scrutiny of consumers and firms alike.

Across several projects I investigate the influences of socio-political forces on consumer behavior, with a focus on wealth inequality and political polarization. In one stream of research, I investigate the social consequences of economic inequality that determine what is permissible to buy or sell at either end of the wealth distribution. My work examines double standards in socially permissible consumption, demonstrating that lower-income individuals are systematically judged more negatively for the same ‘everyday’ consumption decisions. Other projects investigate when and why consumers scrutinize firms for perpetuating inequality among their employees or customers.

Another stream of my research focuses on how the fraught political polarization in our society impacts brand perceptions. When do consumers expect firms to engage in political activism? Is taking a public stance more acceptable for some types of firms and unacceptable for others? And what are the consequences of a firm developing a political identity on consumer perceptions and behavior?

Collectively, my research agenda is guided by two objectives: to deepen our understanding of how wealth inequality impacts lower-income consumers in the marketplace and to provide insights to firms on how consumers expect them to navigate the difficult socio-political issues of our times.