Dr. Lisa Cavanaugh is an Associate Professor at the UBC Sauder School of Business, specializing in Marketing and Behavioral Science. She obtained her BA with Honors from Duke University and completed her PhD at the same institution. Dr. Cavanaugh's research focuses on the interplay between emotions, identity, and social influence, particularly in the context of consumer behavior. She has published several works in top journals, exploring topics such as the effects of emotions on prosocial consumption and how social distance influences online reviews. Her notable publications include studies on the nuanced political differences in marketing, the impact of awe on consumer perceptions, and how situational cues can shift desires related to family dynamics. In addition to her research, she teaches courses on Business Strategy Integration and Consumer Behavior in both MBA and IMBA programs. Dr. Cavanaugh is committed to advancing the understanding of how consumers navigate emotional and identity-related dynamics in their purchasing decisions.