I am a Senior Lecturer in Marketing at Monash University in Melbourne, Australia. I obtained my Ph.D. in Marketing from the Hong Kong University of Science and Technology (HKUST) in June 2017.
My primary research interests include consumer belief, emotion, inference-making, and their influences on consumer behavior. I study consumer behavior in a variety of contexts including healthcare, food consumption, advertising, entertainment products, digital marketing, and branding, etc. I have published in the Journal of Marketing Research (UTD24), Journal of Consumer Research (UTD24), Journal of the Academy of Marketing Science (FT50), Journal of Business Ethics (FT50), European Journal of Marketing (ABDC A*), Journal of Business Research (ABDC A), and reviewed for JM, JMR, JCR, JCP, JBR, and other journals. I am an Editorial Board Member at the Journal of Business Research and a frequent external reviewer for the Hong Kong Research Grants Council (RGC) and University Grants Committee (UGC) grants. 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 South China Morning Post, Radio New Zealand (RNZ), The Canberra Times, 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 mining, and publicly available secondary survey data, etc. 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 five times (2019-2023).
When I've got a few days off, I like to go on a road trip.