His research focuses on consumer behavior issues with strategic marketing implications such as branding, numerical processing, decision making, gift giving, inference making, and country of origin effects. His work has appeared in premier academic journals and he has received various recognition including AMA Best Paper, Advena World Outstanding Speaker, Uconn Teaching Excellence, and Thomas Kinnear Best Article. Prior to coming to WSU, he was an assistant professor of marketing at the University of Connecticut. He earned his Ph.D. in marketing from Penn State University, his MBA from the Lubin School of Business at Pace University and his B.S. in engineering from Istanbul Technical University.