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Sharlene is a consumer behaviour researcher focused on understanding how people make judgments and decisions. She provides theoretically rigorous insights to address important practical issues and challenges faced by managers and organizations. Her work develops conceptual frameworks that offer novel understanding of how individuals make decisions and the factors that lead people to rely on different types of information when forming judgments. She studies the impact of new technologies, including algorithms and artificial intelligence, on people's decision-making processes, particularly regarding how these technologies can be implemented responsibly and successfully. Additionally, her research examines how consumers form judgments about their willingness to pay and the implications this has for pricing strategy. She developed the Comparative Method Valuation to measure willingness to pay, which helps managers and entrepreneurs tackle critical pricing questions. Her research has been published in top marketing journals such as the Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing.
Includes fields like Clinical, Cognitive, Developmental, and Industrial/Organizational Psychology.