I am an Assistant Professor of Marketing in the College of Business at University of Dallas. I also serve as director of the undergraduate business practicum program. As a researcher, my primary area of interest is persuasion and social influence, specifically the mechanisms of narrative-based attitude, belief, and behavior change. Recent research has been directed toward understanding narrative influence in narrative-based advertising campaigns. I am also interested in measure development and improving measurement research in the social sciences.
This website hosts my digital teaching and research portfolios and the Hacking Higher Ed Blog. If you are looking for the Narrative Believability Scale (NBS-12) or are interested in collaborating on a research project, don't hesitate to contact me. Thanks for visiting!