Assistant Professor of Marketing
Dr. Light's research applies what marketers and psychologists have learned about consumer knowledge, preferences, and perceptions to address problems relating to the public’s understanding of science. He also studies consumers’ perceptions of the simplicity or complexity of brands, products, and phenomena, and the downstream consequences of those perceptions. He has published this work in top academic journals, including Nature Human Behaviour, Science Advances, and Journal of the Association for Consumer Research.