Assistant Professor of Marketing, Pamplin College of Business, Virginia Tech


I aspire to use consumer behavior research to help people live better, more fulfilling, and more sustainable lives. To that end, my research interests lie in three domains, lay beliefs, culture, and consumer and societal well-being. I am keenly interested in how consumers’ naïve theories about the world (lay beliefs) and their cultural differences influence what, how, and why they choose to consume and how to leverage these to enhance well-being. My research has been published in  Proceedings of the National Academy of Sciences and Psychological Science

Before joining Virginia Tech, I was a post-doctoral fellow at the Columbia Business School, New York. I completed my PhD in Marketing (Consumer Behavior) from Nanyang Business School, Singapore.


Before my PhD, I have nine years of corporate experience in consumer products organizations (Unilever and Castrol/BP), in which I held both national-level and global-level marketing roles across multiple developing and developed markets, with responsibility for profit and loss. In my last role, I was responsible for developing new products and global advertising campaigns for the world's largest soap brand, Lux.

I enjoy distilling and sharing the insights from my research for non-academic audiences by writing for popular press and consulting collaborations.  

I can be reached at