The simple stuff
I'm a South Dakota native who received my PhD in social psychology with a minor in statistics and quantitative methods at Ohio State University. I then held a postdoctoral fellow position in marketing at Northwestern University in the Kellogg School of Management. I'm currently an assistant professor of marketing at Northeastern University.
Follow me on Twitter for the latest updates: Follow @mrocklage
Interests
Text analytics and sentiment analysis have become cornerstones of marketing. But even as this area grows at an exponential pace, many remain fixated on measuring the simplest facets of people’s opinions: are consumers generally positive or negative? My research investigates deeper dimensions, specifically attitude emotionality and certainty (confidence). How do these fundamental properties shape judgments and behavior beyond conventional sentiment?
How
My research uses a variety of approaches to answer this question. A cornerstone is the Lexical Suite (www.lexicalsuite.com), computational tools I developed to measure emotionality and certainty in real-world text. I combine large-scale natural text analytics with laboratory experiments and longitudinal studies to build a conceptual model of attitude emotionality and certainty via their antecedents, consequences, and mechanisms.
Questions, comments, concerns?
Feel free to get in touch with me by e-mailing me here.
