My research investigates the psychology of consumers. Specifically, I study how consumers’ motivations, attitudes, and beliefs influence how they evaluate products, how they perceive brands, and how they perceive other consumers. To conduct this research, I test theoretical predictions from the literatures on consumer psychology and social cognition using behavioral methods. This often involves establishing phenomena in the real world using large surveys of consumers and then delving deeper into the root of behavior by conducting carefully designed experiments. My work has theoretical implications for researchers and it has practical implications for managers, consumers, and policymakers across several contexts including branding, consumer preference, consumer well-being, new product concepts, marketing communications, and impression management.