My research interests centre on the study of individual preferences in economics and on understanding how preferences evolve through interaction, learning, and social context. I am particularly interested in how seemingly weak or latent preferences—such as attitudes toward environmental attributes, prices, or social norms—can become amplified through feedback mechanisms and generate non-linear aggregate outcomes. A core methodological focus of my work is the use of agent-based modelling and economic simulation as a bridge between economic theory and experimentation. By treating agent-based models as computational laboratories, I explore how heterogeneous preferences, habit formation, peer influence, and firm behaviour interact dynamically, allowing theoretical mechanisms to be tested, stress-tested, and compared under controlled but flexible conditions that are difficult to achieve using purely analytical or empirical approaches.