My research focuses on developing econometric and statistical models to study challenging marketing problems that are of practical relevance. My research is interdisciplinary in that the development of my quantitative models is guided by theories from consumer behavior, psychology, and sociology. For instance, some of my work uses theories from psychology to inform how a multiattribute-utility model could be augmented to capture the intricacy in consumers’ decision processes. By developing econometric and statistical models that better capture consumers’ decision patterns at the individual level, I provide marketing practitioners with new modeling frameworks that offer fresh insights into and predictive capability for important marketing issues such as product portfolio management, promotions, and advertising.