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.
Manuscripts Under Review
Lai, Edward Yuhang, Julio Sevilla, Mathew S. Isaac, and Rajesh Bagchi, “The Easy Addendum Effect: When More Work Seems Less Effortful,” Under 3rd Round Review at the Journal of Applied Psychology.
Manuscripts in Preparation
Lai, Edward Yuhang and Rajesh Bagchi, “The Value of Having Been Used Before: Heightened Consumer Value Perceptions of Products Made from Recycled Materials,” Dissertation Essay 1, working paper, in preparation for submission to the Journal of Consumer Research.
Lai, Edward Yuhang and Mario Pandelaere, “Motivated Happiness within a Brand Hierarchy,” working paper, in preparation for submission to the Journal of Consumer Research.
Lai, Edward Yuhang, Mario Pandelaere, and Daniel Villanova, “Getting Less from More: How More Options Lead to Inevitable Dissatisfaction in an Unreliable World?,” working paper, in preparation for submission to the Journal of Consumer Research.