My research interests consistently align with human emotions and their consequences for observable human behavior. I want to understand how we perceive, engage, and react emotionally to the people and things that we encounter.
In my research I work to build and inform theoretical models in the realm of marketing and policy. Emotional responses can be used as gauges of the impact of marketing efforts, proximal predictors of consumer behaviors, and indices of the outcomes of consumer experiences.
Dr. Aragón is interested in emotion expression, perception, connectedness, and regulation. Her current investigations explore why at times our emotional expressions are not congruent with how we might feel. For instance people display "nervous laughter" and "tears of joy." Dr. Aragón examines why these expressions might come about, what purpose these expressions might serve, and how they might be relevant to consumer behavior.