I study consumer behavior and consumer psychology with a focus on consumers’ judgment and decision–making process in a dynamic social context. My work has been published in leading academic journals including Psychological Science, Journal of Consumer Research, and Journal of Consumer Psychology, and featured in popular media including The Economist, Washington Post, Psychology Today, and Chanel News Asia. 


The current theme of my research is how consumers resolve tension between self-interest and prosociality in interpersonal decisions such as in gift-giving and charitable giving decisions. 

Since I joined the National University of Singapore in 2016, I’ve enjoyed collaborating with local organizations to conduct field experiments and teaching consumer behavior to undergraduate students. One of my field experiments in Singapore increased blood donations using a novel intervention. 


Besides research, I love a good wine, a bad pun, playing badminton, and learning new languages.