"I applied to the University Scholars Program because participating in the program gives me the unique and valuable opportunity to conduct a complete research project as an undergraduate. I hope that my experience from participating in the University Scholars Program allows me to strengthen my research skills and gain experience that will be useful in graduate school. My goals for this academic year are to successfully compete my USP project and apply to behavioral marketing Ph.D. programs."
Marketing and Psychology
Consumer behavior judgement and decision making.
- Florida Academic Scholar (2008-2012)
- College of Liberal Arts and Sciences Dean's List (2008-2009)
- Warrington College of business Administration Dean's List (2011)
- Resident Assistant for UF Housing Research
- Research Assistant for UF Psychology Labs
- Teaching Assistant for Principles of Marketing and Diseases of Eating
Florida Alternative Breaks Participant Conversion Partner for the English Language Institute.
Hobbies and Interests
- Traveling, running, baking, reading and Gator footbal.
How the Number of Alternatives and Usage Situation for Products that are Necessities Influence Purchase Satisfaction, Decision-Related Difficulty, and Regret.
Customers purchase products because they have an unfilled want or need that they would like to satisfy. The number of alternative products to choose from has been rapidly increasing. As the number of alternatives increases, so do the benefits and costs. Customers prefer to have several alternatives because it gives a feeling of autonomy, self-control, and intrinsic motivation. However, too many alternatives can be overwhelming and may lead to anxiety. The psychological response based on the number of alternatives contributes to the level of satisfaction, decision-related difficulty, and regret of the purchase. The usage situation for purchases varies and may influence what customers purchase and how they feel about their decision. Different considerations are made when purchasing a product that will be used in mainly in private or public. Social influences, or lack-thereof, impact purchase decisions. My project focuses on products that are necessities, which are goods that virtually everyone owns. My project addresses the question of whether there is a difference in satisfaction, decision-related difficulty and regret based on the number of alternatives for goods that are necessities that are for public or private consumption. My studies uses a 2 X 2 factorial design. The two independent variables are the number of alternatives and a good that is for public or private consumption. Participants will be randomly assigned to a condition with differing numbers of alternatives and a good that is for public or private consumption. A survey will be administered to measure the participant's level of satisfaction, decision-related difficulty, and regret. The results will then be analyzed using statistical methods and I will determine if there is a significant difference in the dependent variables based on the number of alternatives and the consumption of the good.