His research focuses on the role of marketing in promoting consumer welfare and transformation. His work often takes a multi-method approach to promoting consumer welfare and spans both offline and online worlds. He is a multiple award winning teacher and researcher, with his work appearing in a number of international journals, such as Marketing Letters, the Journal of Marketing Management, the European Journal of Marketing, the Journal of Consumer Behaviour and Advances in Consumer Research. He is also the Communications Manager for the Association for Consumer Research and Editor-in-Chief for the Journal of Research for Consumers (www.jrconsumers.com).