He obtained a Ph.D in marketing from the University of Nebraska-Lincoln. His research interests include investigations of advertising depictions in the family/fatherhood, and multiracial contexts. His research interests also include the violent humor and sexual humor in advertising, as well as transformative consumer research, and qualitative and mixed methods research. He has made numerous presentations at national academic conferences and his work has been published in the Journal of Advertising, Journal of Business Research, Journal of Macromarketing, Marketing Theory, among others.