Her academic research focuses on consumer experience management, sensory marketing, psychological connectedness and everyday consumer preference and decisions. She has published articles in journals including Journal of Consumer Research, Journal of Marketing Research and Journal of Consumer Psychology. She served as Associate Editor of Journal of Consumer Psychology from 2013 to 2017, and served as the co-chair of Asia-Pacific Association for Consumer Research (2015). She has taught a variety of courses at different levels and has received many teaching awards. She is currently the Assistant Dean of CUHK Business School.