He earned his Master of Science in Marketing from the University of Alabama and a Ph.D. in Marketing from Virginia Tech. His research interests center around the theoretical and substantive areas of how consumers interpret information based on how it is presented. His research goal is to create and expand a body of theoretical work that predicts 1) when and how different types of goal-related information influence individuals’ goal pursuit by exploring individual differences such as self-efficacy, and 2) how different presentation formats (e.g., categorization and assortment size) influence product evaluations and choice.