My research Philosophy

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    Oct 4, 2020

In my academic life, I strive towards being an “integrated academic” such that my research, my interaction with industry, my teaching and my service complement each other to create meaningful overlaps that enhance the overall impact I can make with my scholarship, teaching, mentorship and service. Having worked in industry (e.g. O&M and JWT) prior to my PhD, I continue to wear both the hats of a marketer and an academic researcher such that the research questions I am drawn towards are by natural consequence “translational” and practically relevant.

Since I graduated in 2004, I have published numerous peer-reviewed papers in the top journals in marketing, consumer behavior and psychology and several chapters. I like to describe my research as dealing with the two sides of the pleasure coin: the empowered resistance to the pull of pleasure (compassionate self‐control research), on the one hand, and, the pursuit and embrace of pleasure (aesthetics, luxury and art-related research) on the other. I believe I am best known for my work on the art infusion effect (Hagtvedt and Patrick 2008), affective misforecasting (Patrick, MacInnis and Park 2005), empowered refusal (Patrick and Hagtvedt 2012), and, my contributions to the development of the study of everyday consumer aesthetics (Patrick and Hagtvedt 2011; Patrick 2016, Patrick, Peracchio and Townsend 2019). I believe that the research topics I investigate have theoretical importance, managerial relevance and public policy implications.