Columbia University
Uris Hall, 5V
​to2280@columbia.edu

​I am a Assistant Professor of Marketing at the Sy Syms School of Business, Yeshiva University. Prior to joining Yeshiva, I completed my PhD in marketing at Columbia University. Before stepping into academia, I worked as a market research analyst and sales manager for an agricultural equipment company in the US.

My research primarily examines the underlying psychological processes and meanings of consumption experiences, with a focus on conceptualizing and investigating having fun in consumers' lives. ​Broadly, I'm interested in clarifying discrete psychological concepts related to consumer fun and how those constructs impact subsequent consumer judgment and behavior.

Another related, yet distinct, line of my research interests is how consumers perceive brands, and how those brand perceptions influence subsequent brand preference and usage. I investigate this empirically by analyzing a large scale panel data set that covers thousands of brands in the market for twenty years. 

For more information, please visit my research page or refer to the CV.