My main area of study is consumer psychology in the setting of consumer responses to trademarks (with a focus on likelihood of confusion, secondary meaning, and generic marks). This involves (a) academic research published in marketing journals and law journals and (b) performing surveys and consulting as an expert witness in trademark lawsuits.
I teach in the areas of digital marketing, marketing research, and consumer psychology.
I was appointed by the Utah Supreme Court to serve on the State of Utah’s Judicial Performance Evaluation Commission. I served on the commission based on my expertise in survey research.