I am an Assistant Professor (UK Lecturer) of Marketing at Royal Holloway-University of London. I have two main research areas: services marketing (AI & service robots, organizational frontlines); and transformative consumer research (prosocial & sustainable behaviors, minimalism). My dissertation received an honorable mention at the 2023 Psychology of Technology Dissertation Awards and won the 2024 SERVSIG Best Dissertation Award.

As a consumer behavioral scientist, I employ a multi-method approach in my research, including field experiments, controlled experiments, Facebook A/B tests, surveys (PLS-SEM), text mining, and secondary data analyses. 

​My work has been published in Journal of Service Research, Psychology & Marketing, Journal of Service Management, The Service Industries Journal, International Journal of Hospitality Management, and International Journal of Contemporary Hospitality Management. I have also presented my work at leading marketing conferences, including the American Marketing Association (AMA), the Association for Consumer Research (ACR), and the Frontiers in Service.