About
I joined the University of Liverpool Management School (ULMS) as a Lecturer (Assistant Professor) of Marketing in February 2024. Before joining ULMS, I taught at Monash University, Malaysia campus. Additionally, I have served as an adjunct faculty, teaching undergraduate and doctorate students in Spain and South Korea. My academic background includes a Ph.D. in Marketing (Cum Laude) from IE Business School, Spain, an International MBA from RSM Erasmus University, The Netherlands, and a Master of Business Economics from the University of Delhi, India.
In terms of research, I'm interested in studying the psychological drivers of consumer behavior, focusing on three areas: (a) sensory marketing, (b) sustainable food consumption and disposal, and (c) prosocial behavior. My existing research has explored the unconscious effects of sensory cues, particularly visual and haptic stimuli, on decision making. In the realm of sustainability, I have studied the effect of consumer intuitions, subjective norms, and lay beliefs on food choices and waste behaviour. Additionally, I have examined the triggers of prosocial behaviour and donation intentions. Through my research, I aim to contribute novel theoretical insights and address topics with a wider societal impact. My research is driven by phenomena encountered in daily life, informed by my 14 years of experience spanning industry, non-profits and, most recently, academia. Prior to my academic career, I led Pearson Education’s Research and Analytics function and served as the Country Manager for a Singapore-based boutique market research firm.