I am an Assistant Professor in Marketing at The Hang Seng University of Hong Kong. I received my Ph.D. in Marketing from The Hong Kong University of Science and Technology, where my research examined the psychological drivers of consumer behavior, with a particular focus on sustainability, food consumption, packaging, and digital marketing.

My research explores why consumers often fail to translate positive intentions into actual marketplace behavior. More broadly, I am interested in how emotions, intuitive beliefs, product cues, and digital environments influence consumer judgment and decision making.

My interest in consumer behavior developed during my studies in the CEMS Master’s in International Management, where working with classmates from different cultural backgrounds highlighted how everyday choices are shaped by culture, context, and marketplace environments. This experience motivated me to study the psychological mechanisms underlying what consumers buy, avoid, and value.

What drives my research is the belief that marketing scholarship can generate meaningful real-world impact. For me, marketing is not only about selling products; it is also a powerful lens for understanding human behavior and encouraging more sustainable and thoughtful consumption.

I bring both empathy and analytical rigor to my work. I am especially interested in understanding the “why” behind consumer decisions and in connecting ideas from psychology, marketing, sustainability, and decision science to address complex marketplace problems. Looking ahead, I am also developing a new research stream in financial consumer behavior, examining how consumers interpret risk, volatility, leverage, investment interfaces, and financial products through psychological cues and intuitive beliefs.

Communication is also an important part of my academic identity. In 2025, I won the HKUST Three Minute Thesis (3MT®) competition, where I presented my research to a broad, non-specialist audience. That experience reinforced my commitment to making research clear, engaging, and relevant beyond academia.

Outside of research, I enjoy exploring new cities through their food cultures, especially street food scenes. I also enjoy playing tennis and football, which help me stay grounded and bring balance to academic life.