I am an Associate Professor of Marketing at Rotman. My research examines a wide range of substantive topics in digital marketing, including LLM-based AI shopping assistant, algorithmic targeting, platform search and recommendation systems, review systems, and push notifications. Many involve behavioral phenomena such as consumer left-digit bias and limited attention. I am also interested in the intersection of marketing with political and development economics, such as e-commerce trade and place-based policies, as well as the role of social and historical factors in household purchase decisions. Methodologically, I use both applied theory and a combination of natural and field experiments and modern causal-inference approaches applied to large-scale field data, often in collaboration with industry partners such as Alibaba and Ctrip.

At Rotman, I teach Pricing at the MBA, executive, and undergraduate levels, as well as Principles of Marketing, and have received multiple Rotman Teaching Awards. I serve as Associate Editor of Marketing Science and acting as a regular referee and grant reviewer for leading journals and funding agencies in marketing, economics, and related fields.