My research focuses on the effect of hedonic (aesthetic and experiential) aspects of consumer environments on behavior. The environments I have studied include brick-and-mortar store environments, pop-up stores, catalogs, hospitality and tourism environments, and e-commerce Websites, including mass customization and rich media. My recent work includes the study of hedonic and utilitarian aspects of pop-up retail and their effect on attitude and patronage intention. My current research on small retail and hospitality businesses includes a study of the use of the 4Es (entertainment, esthetics, escapism, and education consumer experiences), branding, and entrepreneurial marketing (a new scale we are developing) on perceived business success. Recent funding has come from the United States Department of Agriculture, the Southern Rural Development Center, the International Council of Shopping Centers, NE Sustainability Agriculture Research and Education Grant, and the Kauffman Foundation/Pappajohn Center for Entrepreneurship. Honors include International Textiles and Apparel Association Fellow and Chutian Scholar for China’s Wuhan Textile University.