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I am an Associate Professor of Marketing at Monash University in Melbourne, Australia. I obtained my Ph.D. in Marketing from the Hong Kong University of Science and Technology (HKUST).

My primary research interests include consumer belief, emotion, inference-making, and their influences on consumer behavior. I study consumer behavior in various contexts including healthcare, food consumption, advertising, entertainment products, digital marketing, and branding, etc. I have published in the Journal of Consumer Research (UTD24), Journal of Marketing Research (UTD24), Journal of the Academy of Marketing Science (FT50), Journal of Business Ethics (FT50), European Journal of Marketing (ABDC A*), and Journal of Business Research (ABDC A).

Currently, I serve as an Associate Editor at the Journal of Business Research, the Consumer Behaviour Track Chair of the 2024 ANZMAC (Australian & New Zealand Marketing Academy) Conference, a frequent external reviewer for the Hong Kong Research Grants Council (RGC) and University Grants Committee (UGC) grants, and an ad-hoc reviewer for JM, JMR, JCR, JCP, JAMS, etc. I was a fellow of the 50th American Marketing Association (AMA)-Sheth Foundation Doctoral Consortium. My Ph.D. dissertation won the Honorable Mention Award (i.e., runner-up) in the Society for Consumer Psychology Dissertation Competition 2015-2016. I was also awarded Monash Business School Dean's Commendation for Excellence in Research by an Early Career Researcher in 2019.

My research has been covered by Radio New Zealand (RNZ), The Canberra Times, South China Morning Post, Wharton Business Daily, Guokr, etc. SBS, TASTE, and JoyFM have also invited me to comment on topics related to marketing, consumer, and human behavior.

In my research, I primarily use the experimental method. I have also used field experiments, text analysis of scraped website data, and publicly available secondary survey data, etc. Several recent publications of mine were in collaboration with quant co-authors using mixed methodologies. I'm interested in collaborating with researchers in Marketing and other disciplines who have interesting research ideas or unique data sets. I'm also interested in helping businesses (big or small) solve their problems related to marketing their products and services.

I have previously held visiting positions at HKUST, Nanyang Technological University, the Wharton School, and the Renmin University of China. At HKUST, I taught MARK2120 Marketing Management to undergraduate students and was awarded HKUST Business School Recognition for Excellent Teaching Performance Award. At Monash University, I teach MKF5911 Theory and Process of Buyer Behavior to Master's students and have been awarded Monash University "Purple Letter" for Outstanding Teaching Performance six years in a row (2019-2024). I also teach MKX4050 Marketing Theory to Undergraduate Research Honours Students.

When I've got a few days off, I like to go on a road trip.