Welcome to my homepage!

I am an Assistant Professor of Marketing at the George Washington University School of Business.

I study how markets and consumers adopt new technologies. At the market level, I model how digital products diffuse, monetize, and face the classic frictions of new-product adoption. At the consumer level, I use experiments alongside large-scale field data to uncover the psychological mechanisms behind receptivity and abandonment, most recently toward AI: our work on AI literacy appeared as the lead article in the Journal of Marketing and won the 2026 AMA AI SIG Best Paper Award. A secondary stream studies how gender surfaces in digital communication and design.

In my research page, you can find more of my works in these interesting topics.

In my teaching page, you can find more details on the courses and workshops that I teach.