Sara Hanson is an Assistant Professor of Marketing at the University of Richmond's Robins School of Business. She received her Ph.D. in Marketing from the University of Oregon in 2016 after working as an account manager in advertising and software development. Sara's research interests include online social influence, brand communities, and consumer behavior. Her current research projects focus on how marketers' understanding of consumer psychology can result in more effective marketing strategy. Sara's research has been published in the Journal of the Academy of Marketing Science, the Journal of the Association of Consumer Research, the Journal of Brand Management, and Electronic Markets. Her work has been selected for the Marketing Science Institute Working Paper Series and she received the Best Paper Award at the Academy of Marketing Science Conference in 2016 and 2017.