Lab Affiliates

Principal Investigator: Anastasiya Pocheptsova Ghosh

Anastasiya Pocheptsova Ghosh studies how consumers make decisions, including to what extent emotions, decision fluency and self-control play a role in consumer behavior. She earned her master’s degree in advertising at the University of Texas at Austin and her PhD in marketing at Yale University. Anastasiya is Associate Professor of Marketing at Eller College of University of Arizona and her teaching portfolio includes Marketing Communications, Branding and Judgment and Decision Making courses.
For list of academic publications please visit academic website. 

Liang Huang

 Liang Huang is a Ph.D. candidate in Marketing at the University of Arizona. Her research focuses on consumer financial decision making, mental accounting, and psychology of resource management. Using a combination of lab experiments, field studies and analysis of secondary data, Liang examines how financial innovations influence consumer decision making, specifically how FinTech applications affects consumer spending decisions under budget constraint and how novel payment methods (such as the online person-to-person payment methods) affects consumer choices and pricing decisions. Liang has received the runner-up award for the Best Student Poster at Society for Judgment and Decision Making Conference (2018) and Thinking Forward Initiative Long-Term Research Grant for her work on consumer budget management. Prior to going University of Arizona, she received bachelor’s degree in Business Administration from Tsinghua University, China.

Gustavo is a doctoral candidate at the Darla Moore School of Business at the University of South Carolina. His research focuses on two topics: 1) how different aspects of numerical judgment can influence decision making and 2) political contributions. Gustavo examines how consumers make inferences about numerical quantities, and how these inferences impact subsequent decisions. In addition, he investigates factors that influence small donor contributions to political campaigns. Using experiments and secondary data, his research unveils factors that influence consumers’ decisions to donate money or purchase campaign merchandise. Gustavo has published in the Journal of the Association for Consumer Research, and presented his research at ACR, SCP, and SJDM conferences.

Gustavo Schneider

Current Students:

Addison Plummer

Alicia Johnson

Gustavo Schneider
Liang Huang
Pureum Kim


Eleanor Putnam-Farr (Rice)

Jared Watson (NYU)


Jennifer Savary (UA)

Ted Matherly (Tulane)

Rafay Siddiqui (HKPU)