Prof. Aribarg’s research interests involve fusing psychology and consumer behavior theories with Bayesian statistical and econometric modeling to draw unique insights that help solve current marketing problems. In her research, she attempts to understand the processes underlying how consumers make both individual and joint choice decisions, search decisions, evaluate the consumption experiences and respond to firms' product offerings and advertising. To understand such processes, she employs multi-method approaches involving conjoint choice experiments, surveys, eye tracking measurement, field experiments and observational data. She has published in premier journals such as Marketing Science, Journal of Marketing Research and Psychological Science. She is currently an associate editor at Marketing Science, Journal of Marketing and International Journal of Research in Marketing and serves on the editorial boards of the Journal of Marketing Research, Journal of Marketing and Journal of Retailing. Prof. Aribarg teaches Marketing Research and Analytics class at both the undergraduate and graduate levels. She obtained a BS in Statistics from Chulalongkorn University in Thailand and a PhD in Marketing from University of Wisconsin.