I am a consumer researcher and assistant professor of marketing at the Nanyang Business School (NTU Singapore).
My research falls into two broad streams. One stream investigates the motives that arise from emotional experiences and moral judgments, and how these motives impact consumption choices.
Another stream relates to behavioral pricing, exploring the psychological implications of pricing and price framing effects on consumers’ decision-making.
My research is frequently featured at international conferences and has been published in top-tier marketing journals such as the Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research. My work was also featured in popular press outlets such as Harvard Business Review and The Wall Street Journal.
I hold a Ph.D. in Marketing from the University of British Columbia. I also teach in the Undergraduate, Ph.D., Mini-Master, and EDHEC-NTU programs at the Nanyang Business School.
Behavioral Pricing, Judgment and Decision Marking, Marketplace Morality, Consumer Emotional Experiences