She received her PhD in Marketing in 2017 from the Rotman School of Management, University of Toronto. Her research focuses on understanding the social influence on consumer decision making. Her recent work examines the social influence on consumers' desire for popular versus unique products. A second stream of research studies the social influence on consumers' emotional experiences and how these emotional experiences may affect consumer preference and choice. Her research has been published in leading marketing and psychology journals including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Psychological Science, and Journal of Experimental Psychology: General, and has been featured in popular media outlets such as the Wall Street Journal, Harvard Business Review and Globe and Mail.