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Lawrence Williams is an Assistant Professor of Marketing, at the Leeds School of Business, University of Colorado at Boulder. He is interested in how nonconscious and automatic processes influence consumer behavior.

His research interests involve understanding the nonconscious impact of consumers' surroundings on their emotions, judgments, decisions, and their ability to exercise self-control.

His work also examines the paradoxical enjoyment of forms of entertainment that are horrifying, violent, and/or feature humiliation, in an attempt to better understand why and how consumers derive pleasure from aversive emotional experiences.

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