Current Research Projects
Dissertation Essay 1
STOP ME IF YOU'VE HEARD THIS ONE BEFORE: Consumer Responses to Familiar Music in Marketing Contexts
(with Daniel Korschun, Drexel University)
Invited for Revision at AMS Review
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Familiarity is central to process of consumer engagement with music; launches active engagement, judgements of brand use
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Feelings of ownership for music heighten judgements of brand use
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New outcomes from active engagement identified: outcomes concerning the individual’s identity, the music, and the brand
Dissertation Essay 2
I, ME, MINE:
Consumer Sharing Behaviors When "Their" Music is Used by Brands
(with Daniel Korschun, Drexel University)
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Investigates how brand use of psychologically-owned music shapes word-of-mouth (WOM) about that music
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WOM is investigated as self-disclosure in pursuit of a certain social goal or avoidance of a certain social risk
Dissertation Essay 3
TIMES, THEY ARE A-CHANGIN':
Music, Emotional Reasoning, and Consumer Political Beliefs
(with Daniel Korschun, Drexel University)
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Music in marketing launches not only emotional states, but emotional reasoning by which individuals use their emotions to understand and interpret the world
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Observed effect of music on emotional reasoning; leading participants to more flexibility in political beliefs and empathy towards a marginalized group
The Mediating Effect of Social Identification on Civic Duty and WOM Among Community Orchestra Subscribers
(with Brooke Reavey, Dominican University)
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Explored social drivers (e.g., civic duty, identification with orchestra, exclusivity) that increase or decrease the likelihood of WOM for the patron
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Civic duty influences patrons’ level of social identification with the symphony
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High perceived exclusivity leads to decreased WOM; low or moderate perceived exclusivity leads to increased WOM
