I am a PhD student (Marketing) in the Alberta School of Business.
What are you researching and what do you hope comes out of your research?
I am investigating the influence of uncertainty in the formulation of decisions. I propose that certainty that is unrelated to a focal decision can nevertheless have a profound influence on the way that decision is processed and on judgments about the quality of that decision.
This research sheds a new light on the underlying psychological mechanisms that govern decision-making and will offer critical insight into the dynamics of harmful coping behaviour such as emotional shopping that are associated with feelings of uncertainty.
How did presenting a Three Minute Thesis (3MT) help explain your research?
Delivering an impactful description of a complex project in only three minutes necessitates focus, precision, and clarity of thought. The 3MT experience is a phenomenal way to hone in on the key research question and the significance of the answer.
Define "For the Public Good" in your own words.
Developing knowledge that can be deployed to the benefit of individuals and society at large.
What inspires you to do research?
I am broadly interested in how consumers construct judgments, decisions, and preferences. My thirst for knowledge in this domain is inspired by my 25-year business career during which I witnessed people making many important decisions, both good and bad. I always had the desire to understand what they were thinking as they were making those decisions. Were they basing their decisions on intuition? Were they using rational or analytic processes? Or were they swayed more by purely emotional considerations?
If you have to dedicate your research to anyone from the past, present, or future, who would it be and why?
I dedicate my research to my late grandmother, Faye Etta Greenstone, who inspired me to ask tough questions and be prepared to answer those questions too.
3MT Keywords: uncertainty; confidence; preference