Biography
I am a Lecturer (Assistant Professor) at the School of Marketing, UNSW Business School. I received her Ph.D. in Marketing from The Hong Kong Polytechnic University in 2019. Before joining UNSW, I was an Assistant Professor of Marketing at The Hong Kong University of Science and Technology. My research explores how consumer behavior is shaped by socioeconomic factors, interpersonal concerns, and psychological resources. My work has been...view more
I am a Lecturer (Assistant Professor) at the School of Marketing, UNSW Business School. I received her Ph.D. in Marketing from The Hong Kong Polytechnic University in 2019. Before joining UNSW, I was an Assistant Professor of Marketing at The Hong Kong University of Science and Technology. My research explores how consumer behavior is shaped by socioeconomic factors, interpersonal concerns, and psychological resources. My work has been published or conditionally accepted in the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of the Association for Consumer Research.
My Qualifications
The Hong Kong Polytechnic University, Hong Kong
Ph.D. in Marketing (2014--2019)
University of Surrey, United Kingdom
M.Sc. (with distinction) in International Marketing and Management (2011--2012)
My Awards
Nominated by HKUST for The University Grants Committee (UGC) Teaching Award 2023
Winner for Franklin Prize for Teaching Excellence, HKUST Business School 2021
Finalist for Franklin Prize for Teaching Excellence, HKUST Business School 2020
Dean’s Recognition for Excellent Teaching, HKUST Business School 2019–2023
AMA CBSIG Rising Star Award 2019
Invited Doctoral Fellow, AMA-Sheth Foundation Doctoral Consortium 2017
My Research Activities
My broad research interest lies in the study of consumer behavior, which is represented by the three streams of research I currently focus on: 1) the perception of resource availability on consumer decision-making, 2) the role of social influence in consumer behavior, and 3) the impact of visual marketing on consumer perceptions and behavior. To study these topics and examine diverse consumer behaviors, I use a variety of methodological approaches, such as laboratory and online experiments, surveys, field studies, archival data, and eye-tracking techniques.
My Engagement
Reviewer:
Journal of Consumer Psychology, Journal of Experimental Social Psychology, International Journal of Research in Marketing, Personality and Social Psychology Bulletin, Journal of Business Research, European Journal of Marketing, Management Review Quarterly, ACR Conference, SCP Conference.
My Teaching