Peer-Reviewed Publications

Consumer Activism in the Metaverse: A Framework for Virtualized Protest as Playful Resistance (2025), Journal of the Association for Consumer Research, 10(2), with Markus Giesler [Paper].

Abstract: Is the Metaverse a worthwhile venue for collective action? While some argue the virtual world empowers marginalized actors in the democratic process, the prevailing view dismisses Metaverse demonstrations as cartoonish avatars parading down 3D-rendered streets with digital flags and picket signs. Through a netnographic investigation of a start-up Metaverse platform dedicated to protests, we explore how four ostensibly depoliticizing processes—gamification, dematerialization, emotionalization, and decentralization—are reimagined by an online community as tools for playful resistance and subversive digital politics. Participants recognized that virtual protests offer unique opportunities to engage and empower activists globally, foster inclusive movements, and evade institutional control. Our findings challenge assumptions about the trivialization of virtual protests, positioning the Metaverse as a potential complementary setting for sustained grassroots activism. We conclude with an agenda for future research on how platform design features—including modding, interoperability, encryption, and polycentricity—can balance corporate interests with sincere collective action.

How Social Media and Flexible Work Arrangements Harden Salespeople to Abusive Supervision (2024), Industrial Marketing Management, 121(3), 146-159, with Riley Dugan, Ashish Kalra, Na Young Lee, and Sangsuk Yoon [Paper].

Abstract: Research supports the role of leaders in driving positive sales outcomes. However, while scholars have extensively analyzed the effects of positive leadership styles, the impact of negative managerial behaviors has received comparably scant attention. Grounded in job demands-resources theory (JD-R), we propose a conceptual framework that examines the effect of abusive supervision on job embeddedness and subsequent turnover intentions. Using unique panel data from 237 business-to-business (B2B) salespeople, we find that abusive supervision results in higher turnover intentions, and that this effect is explained partially by reduced job embeddedness. What can be done, then, to curb these effects and harden salespeople to the threat of challenging leadership? Our results indicate that the provision of two critical job resources — workplace social media (i.e., digital communication-based platforms) and flexible work accommodations (i.e., idiosyncratic deals) — jointly mitigate the negative effect of abusive supervision on salespeople’s sense of workplace attachment. We conclude our research with implications and directions for future researchers interested in uncovering additional ways to reduce the pernicious impact of abusive supervisory environments on salesperson well-being.

  • Original press release: “How to combat toxic bosses: Social media and flexible work can save careers, new research shows” (The Conversation, December 2024).

Real Men Don’t Share (Online): Perceived Neediness and the Frequent-Posting Femininity Stereotype (2024), European Journal of Marketing, 58(2), 572-589, with Nathan B. Warren [Paper].

Abstract: We theorize and demonstrate evidence of a frequent-posting femininity stereotype: All else being equal, men who post more often on social media are considered more feminine than those who seldom post. Because online posting is associated with attention-seeking, we posit that the frequent-posting femininity stereotype is explained by the poster’s perceived neediness (i.e. a desire for external validation), a trope that falls within the communal orientation of feminine gender performance. Drawing on the theory of precarious manhood — the idea that idealized masculinity is difficult to attain and easy to lose – we suggest that posting frequently online comes with a critical degree of embedded stigma and can change gender perceptions of men but not women.

Weighing People Rather Than Food: A Framework for Examining External Validity (2020), Perspectives on Psychological Science, 15(2), 483-496, with Caitlin M. Loyka, John Ruscio, Lindsey Hatch, Brittany Wetreich, and Amanda Zabel [Paper].

Abstract: Research training in psychological science emphasizes common threats to internal validity, with no comparably systematic or rigorous treatment of external validity. Trade-offs between internal and external validity are well known in some areas (e.g., efficacy vs. effectiveness studies in clinical psychology), less so in others (e.g., forensic research on eyewitness identification, false memories, or confessions). We present a framework for examining external validity grounded in four domains—populations, settings, outcomes, and timeframes—that can be used to enhance the generalizability of findings. We discuss this framework and then illustrate its use by reviewing mindless eating interventions intended to help people lose weight. Research in this published literature seldom samples from appropriate populations (e.g., overweight or obese individuals) or measures appropriate outcomes (e.g., weight change) in appropriate settings (e.g., the home) over appropriate timeframes (e.g., sustained interventions with follow-up) to determine whether practical advice is empirically supported. In their applied work, we encourage psychological scientists to design studies, analyze data, and report findings with greater attention to external validity to demonstrate, rather than assume, the generalizability of findings to the intended populations, settings, outcomes, and timeframes. Editors and reviewers can hold investigators accountable for doing so.