My Research
What I do
My overarching research goal is to promote consumer and social welfare by working at the intersection of sustainability and societal well-being. I strive to conduct quality research that provides theoretical insights but also has important societal implications. My research interests cover both pre-purchase and post-purchase decision making.
Publication
Lai, Edward Yuhang, Julio Sevilla, Mathew S. Isaac, and Rajesh Bagchi (2023), “The Easy Addendum Effect: When Doing More Seems Less Effortful,” Journal of Applied Psychology. Advance online publication. https://doi.org/10.1037/apl0001130
