Joe Goodman


Joe’s research investigates choice overload, variety seeking, and consumers’ attraction to large product and feature assortments. He also investigates Internet research methodology (aka, Mturk), as well as the consumption and purchase of experiences and material goods and its effect on happiness. Joe received his PhD from The University of Texas at Austin, and enjoys traveling, pick-up ball, tinted glasses, Europe ’72, Friendster, and consuming in the natural habitat.

Selin Malkoc


Selin’s research specialties include inter-temporal choice, the role of consumer mindsets and representations in decision making. Her research also examines how consumers can make better decisions, increase happiness, and simply be more spontaneous. She holds a B.A. from Bilkent University and a Ph.D. from the University of North Carolina. She enjoys traveling, Jeffrey Campbells, Tarkan, not making plans, and experimenting in the lab and her Turkish kitchen.

Gabbie Tonietto


Gabriela (Gabbie) Tonietto is Assistant Professor of Marketing at Rutgers University. She completed her Ph.D. from Washington University in St. Louis in 2017 (and also is a Wash U BSBA). Gabbie’s research interests include time perception and consumption, scheduling, and intertemporal preferences. Her research focuses on understanding how consumers make decisions about their time, and the research based on the first essay of her dissertation is published in the Journal of Marketing Research.

Affiliates, Co-Authors, & Alumni


Cynthia Cryder. Cindy is a co-author and was a long time faculty member of the lab and is Associate Professor at Washington University in St. Louis (and Ohio State alum–Go Bucks!).




Rebecca Reczek. Rebecca is a co-author, lab affiliate, and Irwin Lab alum (of the great Julie Irwin at The University of Texas). She is currently Associate Professor at The Ohio State University.





Brittney D. Stephenson. Former RA, co-author, and current PhD student at Wash U.


Rachel Gerson. Former RA and current PhD student at Wash U.





Kelly Lee. Former Post-Doc in the lab and currently Assistant Professor at Oklahoma State University.



Andong (Anne) Cheng. Former RA in the lab and now Assistant Professor of Marketing, University of Delaware. She completed here PhD at Penn State University.




Joshua Morris. Former RA and current PhD student at Stanford. He also has the smallest picture on the website for no apparent reason.