The first is concerned with understanding how consumers process information and, particularly, the factors (e.g. distractions, order) that influence judgments and decisions. The second stream explores the interrelationship between consumers' social identities and products or brands. Within these two themes Dr. Amaral's research has investigated topics related to gender, culture, national identity, ethics and persuasion. His research has been published in the Journal of Consumer Psychology and the Journal of Experimental Social Psychology and has been presented throughout North America; his research on luxury counterfeiting has been presented in Monaco, France, Singapore and Portugal.