Joe Goodman


Joe’s research investigates choice overload, variety seeking, and consumers’ attraction to large product and feature assortments. He also investigates crowdsourcing research methodologies (aka, Mturk), as well as the consumption and purchase of experiences and material goods and its effect on happiness, well-being, and impatience. 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.

Affiliates, Co-Authors, Phd Students, & Alumni

Junha Kim is an Assistant Professor of Marketing at Rutgers University. Junha received his PhD at the Fisher College of Business and currently holds the honor of the latest graduate of the lab and only member to have sported a legitimate bow tie (until our colleague and co-author Jesse Walker agrees to let us post his picture, at which time the contest will begin.).



Gabriela (Gabbie) Tonietto is Associate Professor of Marketing at Rutgers University. Gabbie was a visiting scholar at Ohio State and completed her Ph.D. from Washington University in St. Louis in 2017 (and also is a Wash U BSBA) under the guidance of Selin Malkoc. Gabbie’s research interests include time perception and consumption, scheduling, and intertemporal preferences.


Cynthia Cryder 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 is a co-author, lab affiliate, and Irwin Lab alum (of the great Julie Irwin). She is currently Professor of Marketing at The Ohio State University.





Brittney D. Stephenson is a former RA, co-author, and currently Assistant Professor of Marketing at Pacific University.


Rachel Gershon. Former RA and currently assistant professor of marketing at the University of California, Berkeley.




Kelly Lee. Former Post-Doc in the lab and currently Assistant Research Professor at Georgetown 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 PhD student at Stanford. He also has the smallest picture on the website for no apparent reason.