My research focuses on the impact of emotions in consumer behavior and decision-making as well as information processing applications. I utilize techniques ranging from self-report questionnaires and response times measurements to physiological assessments with eye tracking and skin conductance responses. My research has been published in the Journal of Retailing and Consumer Services and presented at the Association for Consumer Research, the Southeast Marketing Symposium, and CB-CLIK.

My teaching goal is to communicate and transfer my passion for marketing to the next generations of marketing practitioners. I want  to maximize student’s interest in marketing concepts and their relevance to real-world situations.


Academic Interests and Expertise


  • PhD, University of Kentucky
  • MBA, Virginia Tech
  • BS, Virginia Tech

MKT 405 – Consumer Behavior

Areas of Research Interest

Embarrassment and self-conscious emotions, information processing and eye tracking, behavioral pricing


Sheehan, Daniel, David M. Hardesty, Alexander H. Ziegler, and Haipeng (Allan) Chen (2019), “Consumer Reactions to Price Discounts across Online Shopping Experiences,” Journal of Retailing and Consumer Services, 51 (November), 129-38.

Working Papers

Available upon request.

Awards and Honors

Academic: AMA-Sheth Foundation Doctoral Consortium Fellow (2018) University of Kentucky Research Excellence Award (with Allan Chen) - $3,000 (2018) UK Department of Marketing and Supply Chain Doctoral Student Teaching Award (2018) ACR Travel Stipend Award (2016) UK Department of Marketing and Supply Chain Doctoral Student Research Award (2016) Max Steckler Doctoral Fellowship (2015-16, 2018-19) Luckett Fellowship (2016-17, 2017-18) Gatton Doctoral Fellowship (2014-15, 2016-17, 2017-18) ACC Postgraduate Scholarship (2013) Athletic: European National Team Champion (track and field, hammer throw: 2017) German National Champion (hammer throw: 2015, 2016, 2017) NCAA Champion (hammer throw: 2011, 2012; weight throw: 2013)