My general research interests revolve around the integration of psychology and economics within marketing. My work often straddles between experimental approaches (e.g., A/B testing) and complex statistical modeling. I study the determinants of individuals' judgments and decision making (JDM), primarily with regard to how the mind processes seemingly objective information. For example, numbers should be objective, but people treat numbers in a very subjective manner. By understanding the subjectivity of our objective world, we can better develop theories and applicable tools to guide people through complicated choices.