My research interest lies in the prevalence and influence of consumer confidence (self and towards) products and services and its impact on purchase decisions. I have used functional magnetic resonance imaging (fMRI) techniques in my PhD research to envisage how various regions of brain compute and assign these confidence certainties in various scenarios (primarily based on Petty's elaboration likelihood model). However, I have recently extended the scope of my research to focus alongside (the brains regions) on other bodily responses (such as pupil dilation, heartbeat) using techniques such as eye tracking, and skin conductance responses.
Recently I have also started looking at how digital experiences can influence and shape these brain responses.