BEDLab University of California, Riverside

People

Current Members

Faculty, doctoral students, research associates, and current student research assistants.

Alumni Lab Photos

Director / Principal Investigator

Ye Li

Ye Li

Associate Professor of Management (and sort of Marketing), University of California, Riverside

Ye Li’s research interests are in judgment and decision-making and behavioral economics, with a particular interest in the role of time and AI in decision making. His research uses a range of tools from both psychology and economics, including laboratory and field experiments, text analysis, archival data analysis, and mathematical modeling. His work has been published in Proceedings of the National Academy of Sciences, Psychological Science, Journal of Marketing Research, Journal of Retailing, Journal of Experimental Psychology: General, Journal of Behavioral Decision Making, Psychology and Aging, Annual Review of Psychology, and Current Opinion in Behavioral Sciences.

Professor Li received his MBA and Ph.D. from the University of Chicago Booth School of Business and completed a Postdoctoral Research Fellowship at the Columbia University Graduate School of Business before joining UCR.

Faculty Affiliates

Michael Haselhuhn

Michael Haselhuhn

Associate Professor of Management, University of California, Riverside

Prof. Haselhuhn’s research focuses on the social-cognitive underpinnings of organizational behavior. He is particularly interested in how people’s beliefs and emotions influence trust, negotiation, and cooperation. In other research, he has investigated the remarkable links between facial metrics and important organizational outcomes, including ethical behavior, success at the bargaining table, and firm financial performance. He has published in Management Science, Psychological Science, Journal of Personality and Social Psychology, and Proceedings of the Royal Society B: Biological Sciences, among other top journals.

Prof. Haselhuhn earned his Ph.D. in business administration from the University of California, Berkeley, and was a faculty member at the University of Wisconsin-Milwaukee and a post-doctoral fellow at the Wharton School before joining UCR School of Business.

Mindy Truong

Mindy Truong

Assistant Professor of Management, University of California, Riverside

Dr. Mindy Truong is an Assistant Professor of Management at the University of California, Riverside. She earned her Ph.D. in Business Administration (Organizational Behavior) at the University of Southern California Marshall School of Business and worked as a postdoctoral fellow at Northwestern University's Kellogg School of Management. She highlights how functional, yet overlooked behaviors, beliefs, and backgrounds can facilitate people's success when they interact across group boundaries, attain upward social class mobility, and manage uncertainty.

Her research examines how people's social identities (e.g., social class, gender, race), social class backgrounds, and cultural norms influence their experiences and outcomes in academic and organizational contexts. In particular, her work explores what factors buffer individuals from the consequences of cultural mismatches – i.e., when the values and practices of organizations and institutions are inconsistent with those promoted in people’s backgrounds. She also investigates how intergroup interactions shape people's experiences and performance. Additionally, she examines what beliefs and behaviors enable people to thrive in interpersonal interactions (e.g., networking).

Doctoral Students

Rasam Dorri

Rasam Dorri

Rasam Dorri is a 4th year Marketing PhD Candidate at UC Riverside researching consumer behavior and human-AI interaction in the Behavioral Economics and Decision-making Lab. His research examines how humans perceive and interact with AI systems, employing experimental methods, eye-tracking technology, and large-scale behavioral studies. Dorri's research interests span AI sentience and bias, and decision-making. With publications in Marketing and AI venues, his work bridges behavioral science and artificial intelligence to understand the evolving relationship between humans and technology. He holds an MBA in Strategy and a Bachelor’s degree in civil engineering.

Mahnaz Pirgazi

Mahnaz Pirgazi

Mahnaz is a 3rd-year Ph.D. student in Marketing, focused on the behavioral aspects of marketing, with research interests spanning consumer behavior and decision-making. Prior to joining UCR, she accumulated extensive experience working across various sectors in marketing. Mahnaz earned her master’s degree in Business Administration with a concentration in e-commerce.

Research Associates

Karissa Francisco

Karissa Francisco

Karissa Francisco (any/all) is a fourth-year Psychology major with a Business Management: Organizational Behavior minor. They are interested in how gender may influence behavior within organizational spaces, especially as business remains a male-dominated field. Karissa has also been involved in the Social-Psychology Research Lab, Leadership and Group Dynamics Lab, and an independent research study under the mentorship of Dr. Mindy Truong exploring how veteran employees treat genderqueer individuals. Through these research endeavors, they have developed a passion for I/O psychology, which they hope to explore further in BEDLab.

Project: How veteran employees treat genderqueer individuals

Judi Huang

Judi Huang

Hi! My name is Judi Huang and I am a third-year undergraduate student pursuing a bachelor's degree in economics, with an interest in business, marketing, psychology, and research. What I hope to gain from BEDLab is hands-on experience in the field, greater knowledge of the psychology behind economic decision-making, as well as a head start to my career and education. I am hardworking, dedicated, and ambitious, all of which brought me to this research team and I plan to continue to apply my skills here. I am super grateful and excited for the opportunity to work with like-minded, passionate individuals.

Project: Beauty Tax? Does activating beauty negatively impact performance for intelligence-related tasks due to the activation of “beauty is dumb” stereotypes?

Siya Madan

Siya Madan

Siya Madan is a third-year Honors Business Administration student at UC Riverside, planning to concentrate in Marketing with a minor in Economics or Political Science. She aims to pursue a career in corporate law and developed an interest in economics through her coursework, particularly in behavioral economics and its applications to the legal field. Siya believes that understanding the intersection of business and law is essential for a unique perspective on corporate law. Through her work in BEDLab, she hopes to gain valuable insights, collaborate with others, and deepen her understanding of economic principles and their practical implications.

Project: Do we blame AI or human service providers more when things go wrong?

Research Assistants

Aditi Bachhu

Biography

Aditi Bachhu is a second-year Business Analytics major at the University of California, Riverside. She wants to pursue a career in business intelligence and management. She is passionate about the intersection between analytics and psychology, particularly how AI shapes human decision-making. Her interest stemmed from interactions with peers and courses taken throughout college. At BEDLab, she hopes to build hands-on research experience, examine how psychology and business overlap, and deepen her understanding of behavioral decision-making.

Andy Banh

Biography

My name is Andy and I am a fourth-year psychology undergraduate minoring in business. Being interested in the application of behavioral economics strives me to learn more on developing my skills and to use them in a future career. In the lab, I hope to be able to help conduct research or other tasks that I may one day be able to utilize myself. If I have spare time, I love going out to cafes, clothes shopping, and going to the gym.

Anika Bindal

Biography

Anika Bindal is a second-year undergraduate student at the University of California, Riverside, majoring in Business Administration with a concentration in finance. She is passionate about behavioral economics and how human psychology influences financial decision-making. Her goal is to better understand consumer behavior and how it shapes investment decisions, particularly in the stock market. Anika was first introduced to finance through community college courses she took during her freshman year of high school, which inspired her to start her own small business, take on financial roles within her community, and serve as the head of finance for a startup. Through her involvement in BEDlab, she hopes to gain hands-on experience exploring the psychological aspects of finance while continuing to deepen her understanding of her field. She is grateful for this opportunity and is excited to contribute to the team.

Yung-Sian (Sammy) Fang

Biography

Yung-Sian (Sammy) Fang is a Professional MBA candidate at the University of California, Riverside. He previously earned an M.S. in Computer Science and Information Engineering, with research training in cryptography, quantum computing, and deep learning. His academic interests focus on managerial decision-making under uncertainty, particularly in AI-assisted and performance-driven contexts. He is interested in behavioral biases in operational and cross-functional decision environments and is developing experience in experimental and quantitative research methods, including Python, R, and SQL.

Gina Gao

Biography

Gina Gao is a second-year undergraduate student at UCR majoring in Data Science. She is interested in behavioral economics and the ways psychology influences human behavior and decision-making. Through coursework in economics and psychology, she has developed a growing curiosity about how people make decisions and what factors shape their behavior. Through her involvement in BEDLab, she hopes to deepen her understanding of human behavior while applying her skills in data analysis, programming, and data visualization to real-world research projects.

Yamini Goyal

Biography

I am Yamini Goyal a fourth-year Political Science Law and Society Major with a Business Minor in Organizational Behavior and Human Resources at UC Riverside! In the future, I hope to pursue a career as a criminal attorney, where I can apply insights about human behavior and decision making to the legal system. Being a part of BEDLab allows me to explore my interests in consumer behavior and factors influencing decision making while developing skills in research. I am excited to learn from the team and contribute to meaningful research!

Anushka Honap

Biography

Anushka Honap is a third-year student at UCR majoring in Business Administration, with plans to concentrate in Marketing or Business Analytics. Through her involvement in research, she hopes to gain a more hands-on approach to understanding decision making in the business field, particularly by exploring behavioral economics and applying its concepts to the challenges and processes involved in business decision making. She is also interested in the intersection of psychology and business, and how insights into human behavior can shape stronger and more effective strategies. In addition, Anushka aims to develop new skills and methods that are vital for the current generation of business leaders.

Suki Huang

Biography

Suki Huang is a third-year Business Administration student concentrating in Management, with a minor in Education. She is interested in how behavioral science is applied in business contexts, particularly the hidden decision-making processes that shape people’s final choices. Additionally, Suki plans to work on the business side of the education field, in areas such as enrollment management or educational consulting, and many of those roles come down to understanding human behavior. She aims to gain research experience through BEDLab while strengthening her analytical and technical skills and exploring career paths in business and education.

Vicky Li

Biography

Vicky Li is a third-year UCR business student interested in data analytics, sustainability, and consumer behavior. She hopes to understand how consumers and businesses think about environmental issues and use research to explore how business decisions affect communities and the environment. Through BEDLab, she aims to develop a research-informed approach to combining business and sustainability.

Calvin Lim

Biography

Calvin Lim is a second-year undergraduate at UC Riverside, majoring in Economics/Administrative Studies with a minor in Data Science. He is passionate about the intersections of culture, psychology and economics, often exploring these themes through human-centered design. Through BEDLab, he hopes to further engage with this interest and develop a strong foundation in research to pursue a University Honors capstone in later years.

Patrick Rama

Biography

Patrick is a fourth year Business Economics student at UC Riverside, minoring in Mathematics. His interest in behavioral and decision making economics first sprouted during his time abroad at Cambridge, where discussions on poverty and inequality broadened his perspective. While traditional economics often assumes individuals act rationally, he was drawn to behavioral economics for the way it challenges this mold and examines how real world decision making is influenced by biases and context. Since then, Patrick has been fascinated by how data can uncover these patterns and provide insights into economic and social challenges. Through his work with BEDLab, he hopes to connect research insights to industry applications while strengthening his data analysis skills in preparation for graduate level research.

Xavier Scott

Biography

Xavier Scott is a second-year Business Analytics student at UC Riverside. He is dedicated to gaining knowledge and insight into the analytical aspect of a person's thought process, while also analyzing already existing findings and how they relate to thought processes. He hopes to gain skills in the analytical, technical, and environmental fields for future goals after graduation.

Ruhi Shah

Biography

Ruhi Shah is a second-year undergraduate student at UC Riverside, majoring in Data Science. She developed an interest in behavioral economics and decision-making through her coursework in psychology, economics, and statistics, as well as her prior experiences in research and industry. With a growing curiosity about how human behavior, technology, and consumer patterns intersect, she is particularly interested in exploring the ways artificial intelligence and digital platforms influence decision-making in everyday life. Through her involvement in BEDLab, she hopes to apply her skills in data analysis and research to gain a deeper understanding of human behavior, while building a foundation for future studies in data science and behavioral research analysis.

Shaida Shahmohamady

Biography

Shaida Shahmohamady is an undergraduate student at the University of California, Riverside, majoring in Psychology with a minor in Marketing. She is deeply interested in the intersection of behavioral economics and consumer psychology, particularly how psychological factors influence consumer choices. Through her involvement in BEDLab, Shaida hopes to gain hands-on research experience and strengthen her understanding of behavioral science. She's grateful for the opportunity to work alongside like-minded peers and contribute meaningfully to the lab's research.

Zoe ShumZoe Shum

Jack Stone

Biography

Jack is a Business Administration student concentrating on management strategy. Since reading 'Nudge', Jack has been fascinated by how people navigate choice architecture and what shapes their decisions.

Through BEDLab, Jack hopes to connect research insights to real-world industries and learn more about behavioral analysis. He is also interested in healthcare and what creates high-quality patient experiences.

Phoebe (Peixin) Wang

Biography

Peixin Wang is a fourth-year student at UCR majoring in Business Administration with a concentration in Accounting. She is interested in behavioral economics and business decision making. Her Honors research introduced her to questions about how emerging technologies influence human judgment, inspiring her to further explore behavioral research from a business perspective. Through BEDLab, she hopes to gain hands-on research experience, strengthen her analytical and critical thinking skills, and deepen her understanding of human behavior and decision making. She looks forward to learning from faculty and fellow lab members while contributing to research at the intersection of psychology and business.