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Lab Affiliates

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Principal Investigator: Anastasiya Pocheptsova Ghosh

Anastasiya Pocheptsova Ghosh is an expert in consumer decision making. Her research interests include consumer financial decisions, behavioral change in response to innovations in the marketplace, choice architecture, and behavioral interventions' effectiveness in the field. She earned her master's degree in advertising at the University of Texas at Austin and her Ph.D. in marketing at Yale University. Anastasiya is an Associate Professor of Marketing at Eller College of the University of Arizona, and her teaching portfolio includes Marketing Communications, Branding and Judgment and Decision Making courses.

For a list of academic publications, please visit the academic website.

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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 Schneider

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.

Addison Plummer

Addison is an undergraduate student in the Honors College at the University of Arizona. She is pursuing a BS in Aerospace Engineering and a minor in Business Administration. Addison has had the opportunity to apply her education and skills to two projects organized by the Better Decisions Lab. The first project investigates how consumers incorporate unplanned purchases into their mental budgets. The second project examines how varying marketing strategies can improve compliance with health and safety guidelines. In addition to the supporting role she plays in these projects, Addison provides expertise on the technical aspects of the lab.


Current Students:

Addison Plummer

Alicia Johnson

Gustavo Schneider
Liang Huang
Pureum Kim

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