About Me
I am an Assistant Professor of Marketing at the Daniels School of Business, Purdue University. My research focuses on developing interpretable machine learning methods for marketing. I study how to uncover product characteristics from image and audio data, with applications to conjoint analysis, demand estimation, and branding. I also examine consumer privacy, illicit economic behavior, and personalization effectiveness.
Publications
- Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis (with Alex Burnap and Vineet Kumar), Journal of Marketing Research (2025) [PDF]
- Finalist, 2023 ASA Statistics in Marketing Doctoral Research Award
- Podcast Appearance: How I Wrote This, hosted by Brett Gordon and Karen Winterich (Co-Editors of Journal of Marketing Research)
Working Papers
Market Structure Mapping with Visual Characteristics (with Vineet Kumar), MSI Working Paper Series (2025)
Customer Prototypicality and Segment-Level Personalization Effectiveness: Evidence from a Field Experiment (with Raghuram Iyengar and Young-Hoon Park), SSRN (2026)
Consumer Adaptation to a Currency Reform: Illicit Cash Use and Digital Payments (with K. Sudhir and Nitish Jain), SSRN (2026)
Works in Progress
- Economic Value of Visual Product Characteristics (with Vineet Kumar)
- Winner, 2023 ISMS Doctoral Dissertation Proposal Competition
- Designing Personality Through Audio (with Hortense Fong and Jingyi Zhang)
- Consumer Value of Privacy: Evidence from an Online Retailer (with Mimansa Bairathi and Mayur Choudhary)