Gabriel Ward

My research focuses on how heritage (i.e., historical and cultural elements passed through time) impacts consumer behavior. I am deeply interested in time, particularly how connecting to the past shapes human behavior and decision-making. I earned my undergraduate degree in paleobiology and spent considerable time in the field exploring ancient life and landscapes.

I also have several projects exploring how language influences perceptions of others and how social dominance orientation (the extent to which individuals prefer hierarchical relationships among social groups) shapes consumer behavior. Across all my projects, I aim to understand consumer behavior in interesting and valuable cultural contexts.